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Antibiotika eller ej? - Skal mit barn have antibiotika? (Antibiotics—or Not? – Should my child have antibiotics?)

Objective(s)
To reassure and guide parents that while children frequently get earaches, colds, sore throats and coughs, they rarely need antibiotics—providing clear advice on symptom relief, when to seek medical attention, and how to help their child recover naturally.
Target audience
Parents / Relatives
Campaign Scope
National
Partners or Allies
Sundhedsstyrelsen (The Danish Health Authority)
Danske Regioner (Danish Regions)
Dansk Selskab for Almen Medicin (DSAM)
Lægeforeningen (Danish Medical Association)
Lægemiddelstyrelsen (Danish Medicines Agency)
Statens Serum Institut (SSI)
Apotekerforeningen (Danish Association of Pharmacies)
Communication Channels Used
websites/blogs
Campaign Material(s)
Leaflets
Posters
Video
Key messages
De fleste mellemørebetændelser skyldes virus og kræver sjældent antibiotika – brug smertestillende, hold barnet oprejst og anvend næsedråber; kontakt læge ved vedvarende flåd eller smerter. (Most middle‐ear infections are viral and seldom need antibiotics – use pain relief, keep the child upright, and use nasal drops; see a doctor if discharge or pain persists.)

Forkølelse og ondt i halsen er altid virale – giv ro, væske, bløde fødevarer og eventuelt smertestillende; søg læge ved høj feber, vejrtrækningsproblemer eller alvorligt utilpas barn. (Colds and sore throats are always viral – provide rest, fluids, soft foods, and pain relief as needed; consult a doctor for high fever, breathing difficulties, or a very unwell child.)

Hoste er oftest en del af en virusinfektion, og antibiotika hjælper sjældent – giv rigeligt at drikke, hæv sengens hovedgærde og trøst ved hosteanfald; kontakt læge ved vedvarende høj feber eller besværet vejrtrækning. (Cough is usually part of a viral infection, and antibiotics seldom help – offer plenty of fluids, elevate the bed’s headrest, and comfort during coughing fits; seek medical advice for persistent high fever or breathing difficulties.)
Campaign Focus
Human health
Campaign Setting
Community
Healthcare facilities
Use of Scientific Evidence
Implicit Evidence-Based Messaging
Visual and Symbolic Elements
Children
Educational model applied
Transmissive
Continuity strategy
One-off campaign
Campaign Start Year
2014
Campaign End Year
2014
Replicability
Yes
Content usage license
Free
Campaign Status
Inactive with live site
Identified gaps
Credibility assumed due to source, no references
Funding details not disclosed.
Reporting on results or impact not found
Accessible formats for visually impaired users not provided
Accessible formats for hearing impaired users not provided
Single-language with a focused national audience
Uncertain whether materials are suitable for reuse
Usage rights or licensing not identified
Feedback or audience involvement not visible
Outreach activities not documented
Identified gaps
Minimal information on campaign on the dedicated section
Lessons learned
Clear, concise key message summaries may help reduce misinterpretation.
Identified biases
Involvement Bias
Evaluation Absence Bias
Language Bias
Identified Weaknesses
Limited accessibility
Not found measurable outcomes or evaluation plan
Identified Strengths
Clear messaging