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Antibiotics. Defend your defense. Use them with caution

Title or slogan
Antibiotics. Defend your defense. Use them with caution
Publication Year
2010
Leading Institution
Agencia Italiana del Fármaco (AIFA)
Source
This campaign was used in 2010 and 2011
Country/Countries
Italy
Original language
Italian
Campaign link
https://www.aifa.gov.it/en/antibiotici.-difendi-la-tua-difesa.-usali-con-cautela
Objective(s)
Promote responsible use of antibiotics among Italian citizens.

Strengthen understanding that antibiotics are a defense mechanism that must be preserved.

Support Italy’s PNCAR (National AMR Action Plan).

Align Italy with EAAD (ECDC) and WAAW (WHO) efforts.
Communication Channels Used
website
Social Media
Social Media Used
X (Twitter)
LinkedIn
Facebook
YouTube
Campaign Material(s)
Audio advertisement
video advertisement
modifiable posters
Key messages
Antibiotics are a vital defense against bacterial infections.

Misuse weakens this defense, fueling AMR.

Antibiotics don’t cure viral illnesses.

Always follow a doctor’s prescription.
Campaign Focus
Human health
Campaign Setting
Community
Healthcare facilities
Use of Scientific Evidence
Implicit Evidence-Based Messaging
Educational model applied
Transmissive
Continuity strategy
One-off campaign
Campaign Start Year
2010
Campaign End Year
2011
Replicability
Yes
Content usage license
Free
Campaign Status
Inactive with live site
Not all official or widely spoken languages are covered
Accessible formats for hearing impaired users not provided
Accessible formats for visually impaired users not provided
Clear contact points or ordering systems may improve access to campaign materials.
Clear, concise key message summaries may help reduce misinterpretation.
Consistency in tone, slogans, and design may strengthen campaign recognition.
A central campaign hub or website can improve discoverability and consistency.
Language Bias
No translation to other languages
Limited feedback loop
Call to Action
Dedicated website or online portal
Clear messaging