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Anime hero joins Japan's antibiotics resistance campaign

From BBC - October 12, 2017

Japan's health ministry has enlisted characters from cult anime series Mobile Suit Gundam in its campaign against the overuse of antibiotics.

The new campaign twists Gundam hero Amuro Ray's catchphrase "Amuro ikimasu!" ("Amuro launching!") into "AMR taisaku ikimasu!" ("AMR countermeasures are launching!") to raise awareness of antimicrobial resistance, the Japan Times reports.

Antimicrobial resistance, or AMR, is when micro-organisms develop the ability to prevent antibiotics and other drugs from working.

The global rise of AMR means that some scientists fear an "antibiotic apocaplypse", where drugs that have previously been used as standard treatments become useless.

The World Health Organisation says that AMR is "a serious worldwide threat to public health".

Kick the habit

Hiroshi Naruse, who devised the nationwide Gundam campaign, told Japan Times that AMR is can be partially blamed on doctors overprescribing antibiotics for minor illnesses.

He says it has become a habit that both medical professionals and patients need to kick, and that the public campaign explains to patients why they are not getting the powerful drugs they might have been expecting.

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