PHE Antibiotics Social Campaign
Changing minds about antibiotics through clarity, empathy and behaviour change
A suite of programmatic social films for Public Health England, fronted by Dr Ranj Singh, designed to address misconceptions around antibiotic use and reassure parents when antibiotics are not prescribed.
The brief came with significant creative constraints: the films had to feature Dr Ranj Singh alongside a simple animated red-and-white pill, work across multiple audience segments, and remain clinically accurate while still being engaging and reassuring. Within these parameters, I developed a clear, empathetic creative approach that simplified a complex public health issue without diluting its seriousness.
Each scenario was filmed multiple times with different casts to enable precise audience targeting. Alongside writing the scripts, I led the creative direction and directed the films, ensuring clarity, consistency of tone, and strong behavioural impact across all executions.