Objectives and Target Audience
Objective(s)
Call on multinational fast food chains (McDonald’s, KFC, Subway) to stop sourcing meat from animals routinely given medically important antibiotics.
Advocate for global, time-bound commitments to reduce antibiotic use in supply chains.
Raise public awareness about antimicrobial resistance (AMR) as a global health crisis.
Pressure companies to prohibit antibiotic use for growth promotion or disease prevention, allowing use only with diagnosis of illness.
Advocate for global, time-bound commitments to reduce antibiotic use in supply chains.
Raise public awareness about antimicrobial resistance (AMR) as a global health crisis.
Pressure companies to prohibit antibiotic use for growth promotion or disease prevention, allowing use only with diagnosis of illness.
Target audience
General public
Pharmaceutical and food industry representatives
Professionals working in food safety
Campaign Scope
International
Communication Strategy
Communication Channels Used
websites/blogs
Campaign Material(s)
Banners
Website content
Video
Report
Key messages
AMR is a global health crisis with catastrophic potential by 2050 (10 million deaths annually, $100 trillion cost).
Routine use of medically important antibiotics in livestock must end.
Fast food companies have a responsibility to act globally, not just locally.
Antibiotics should only be used when animals are sick, not for growth or prevention.
Public demand and coordinated civil society action can pressure corporate policy change.
Routine use of medically important antibiotics in livestock must end.
Fast food companies have a responsibility to act globally, not just locally.
Antibiotics should only be used when animals are sick, not for growth or prevention.
Public demand and coordinated civil society action can pressure corporate policy change.
Campaign Focus
Human health
Animal health
Design and Content
Use of Scientific Evidence
Implicit Evidence-Based Messaging
Visual and Symbolic Elements
Animals
Pill/capsule icons
Human silhouettes
Pedagogical Approach
Educational model applied
Transmissive
Content Complexity Level
Specialized
Diversity and Inclusion
Content accessibility
No
Diversity and Inclusion
No
Involvement of Vulnerable Groups
No
Cultural Sensitivity and Contextualization
Yes
Dissemination and Sustainability
Replicability
Yes
Content usage license
Free
Campaign Status
Inactive with live site
Lessons and Observations
Documents
Documents
Banners
Evidence for
Banner
Document
Source
Report
Video Antibiotic Resistance - How it happens and what you can do about
Evidence for
Video
Document