Pfizer, GSK, Shionogi sponsor London run of AMR musical
Pfizer, GSK, and Shionogi are sponsoring the London run of the musical "Lifeline" to raise awareness about antimicrobial resistance (AMR). The musical, which tells the story of antibiotic discovery and modern AMR challenges, will play at Southwark Playhouse Elephant from March to May next year. The initiative aims to highlight the growing threat of AMR and the importance of protecting antibiotics. The production also seeks healthcare professionals to join the chorus, emphasizing the collaboration between science and the arts.
A trio of drugmakers are treading the boards to raise awareness of global antimicrobial resistance (AMR).
Pfizer, GSK and Shionogi have all signed on to sponsor the upcoming London run of the stage musical “Lifeline,” which weaves together the stories of Sir Alexander Fleming—who discovered the world’s first antibiotic, penicillin, nearly a century ago—and a modern-day doctor grappling with her childhood sweetheart’s AMR infection.
AMR is a growing threat deriving from antibiotic overuse, which can lead to the creation of “superbugs” that are resistant to most or all currently available antibiotics.
A recent report from the World Health Organization estimates that antibiotic resistance rose by an average of 5% to 10% per year between 2018 and 2023 in more than 40% of the pathogen-antibiotic combinations monitored. In 2019, per the WHO, AMR was the direct cause of more than one million deaths around the world and contributed to nearly five million deaths.
“Lifeline” is slated to play at London’s Southwark Playhouse Elephant next year from late March to early May, following runs at the Edinburgh Festival Fringe and its 2024 Off-Broadway debut in New York. It was also performed at a United Nations meeting on AMR last year.
The Off-West End run’s sponsors include Pfizer, GSK and Shionogi, as well as healthcare comms agencies Inizio Medical and Virgo Health, among others, according to a press release (PDF).
In a statement sent to Fierce Pharma Marketing, Hetal Naik, primary care lead at Pfizer U.K., expressed the company’s pride in backing the show.
“Our sponsorship reflects our commitment to raising public awareness of AMR,” Naik said. “By supporting the production, we’re pleased to play our part in these important efforts to unite science and the arts as a way of inspiring action and honoring those working tirelessly to protect the nation’s health.”
A statement from Gareth Morgan, president of Shionogi’s Qpex Biopharma, who oversees AMR policy globally, highlighted how many people still have never heard of AMR despite its potentially “devastating” impact.
“Shionogi is working to ensure effective medicines are available to treat infectious diseases for future generations by developing innovative new medicines and raising awareness of the issue,” Morgan said. “That’s why we are delighted to sponsor Lifeline. This powerful musical shares an important message about AMR in a unique and engaging way, which we hope will more broadly communicate how urgent this issue is and the role we can all play in protecting antibiotics for the long-term.”
In addition to bringing on industry representatives as sponsors, the musical is also seeking healthcare workers and scientists to join the chorus—literally.
An open casting call (PDF) invites any of the many “real-life professionals who work with antibiotics”—in human or animal medicine, policymaking, farming and beyond—to audition for a one-week stint during the London performances. Chorus members will sing onstage and may also take on “small roles based on real-life doctors and scientists and their experiences of AMR.”
