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Antibiotika smart® (Antibioticsmart®)

Title or slogan
Antibiotika smart® (Antibioticsmart®)
Leading Institution
Strama Stockholm
Source
-https://janusinfo.se/strama/
-https://www.antibiotikasmart.se/
-Strama Stockholm portal: https://janusinfo.se/behandling/stramastockholm.4.4db3c77416021029ca155aa9.html
Country/Countries
Sweden
Original language
Swedish
Available Language(s)
Swedish
English
Contact e-mail
info@learnways.com
Campaign link
https://www.antibiotikasmart.se/
Objective(s)
Antibioticsmart® is an online training course that provides knowledge about bacteria, antibiotic resistance and rational antibiotic treatment. Antibiotikasmart® is the branded certification and set of criteria developed by Strama, used within the broader Antibiotic Smart Sweden initiative.

The initiative Antibioticsmart®is ultimately about empowering everyone—from individuals to institutions—to take shared responsibility in the fight against antibiotic resistance.

Note: Antibiotikasmart® and Antibiotic Smart Sweden are closely related but distinct: 1. Antibiotikasmart®
A registered trademark owned by Strama Stockholm, the regional arm of Sweden’s Strategic Programme against Antibiotic Resistance. It serves as the branding for tools, criteria, and certification models that denote compliance with “antibiotic-smart” standards. 2. Antibiotic Smart Sweden: is a nationwide initiative aiming to create a society where everyone safeguards antibiotics. Led by the Swedish Public Health Agency and Research Institutes of Sweden (RISE), in collaboration with ReAct Europe and Strama, the project promotes antibiotic resistance as a broader public health issue.
Target audience
General public
Campaign Scope
National
Partners or Allies
Swedish Municipalities and Regions
Communication Channels Used
websites/blogs
Campaign Material(s)
Website
Key messages
It has several key messages from the section dedicated to "Fakta" (Facts):
1. Antibiotics save lives – But they’re at risk: Antibiotics are essential for treating infections in both humans and animals. Antibiotic resistance is growing globally, threatening the effectiveness of modern medicine.

2. Preventing infections is key: The best way to reduce antibiotic use is by preventing infections in the first place, through hygiene, vaccination, smart practices, and awareness.

3. Being “Antibiotic Smart” is a daily practice: The campaign promotes small, consistent actions that help keep antibiotics effective—such as using them only when needed, finishing prescribed doses, and promoting hygiene in daily life.

4. Antibiotic resistance is a growing global problem: Resistance is increasing worldwide and poses one of the greatest threats to public health. Resistant bacteria can render standard treatments ineffective, leading to longer illnesses, more hospital stays, and higher mortality.
Campaign Focus
Human health
Campaign Setting
Online
Use of Scientific Evidence
No
Educational model applied
Transmissive
Participatory
Content Complexity Level
Basic
Content accessibility
No
Diversity and Inclusion
No
Involvement of Vulnerable Groups
No
Cultural Sensitivity and Contextualization
Yes
Replicability
Yes
Content usage license
Free
Campaign Status
Active
No scientific evidence or references, unclear if evidence-based
Credibility assumed due to source, no references
Accessible formats for hearing impaired users not provided
Accessible formats for visually impaired users not provided
No adaptation for different age groups
Access point for campaign materials not clearly provided
Campaign timeline information incomplete or missing
Feedback or audience involvement not visible
Reporting on results or impact not found
Community voices or lived experiences not included
Consistency in tone, slogans, and design may strengthen campaign recognition.
Tailoring content to specific groups (e.g., parents, seniors, teens) may enhance impact.
Involving youth and students can help amplify campaign reach.
Limited inclusion of vulnerable or underrepresented groups may reduce overall effectiveness.
"Listen" button available improves accessibility for different audience
Creative and interactive formats (e.g., games, art, contests) may boost public participation.
A central campaign hub or website can improve discoverability and consistency.
Digital Access Bias
Digital Literacy Bias
Evaluation Absence Bias
Inclusivity Bias
Involvement Bias
Scientific Basis Bias
Vulnerable Groups Bias
Lack of scientific evidence
Limited reach / Single channel
No dedicated website or central resource
No Measurable Outcomes or Evaluation Plan
Limited accessibility
1. Limited interactivity: The site is largely static.There are no interactive tools (e.g., quizzes, progress tracking, simulations), which reduces engagement, especially for younger users and non-experts.

2. No clear entry point for general public: Although aims to reach "the whole of society," the homepage and structure appear institution-focused, with language and layout better suited to municipalities and professional audiences. Citizens and youth may not easily recognize what they’re expected to do.

3. Minimal visual storytelling or testimonials: The site lacks videos, personal stories, or user-generated content that make the issue relatable or emotionally resonant. There’s little to humanize the problem of antibiotic resistance for the average visitor.

4. Content density without simplified versions: Most resources are presented as full-text documents or guides, with few bite-sized summaries, infographics, or visuals that simplify key points.

5. No feedback or dialogue mechanism: There is no forum, comment section, or survey space where users can ask questions, share experiences, or provide input. This reduces participatory learning and community-building potential.
Engagement with stakeholders
Call to Action
Endorsements by Trusted Institutions
1. Clear and accessible language: The page avoids technical jargon, making complex topics like antimicrobial resistance understandable for the general public. This improves health literacy and empowers non-experts to engage.

2. Strong, actionable core messages: Emphasizes that antibiotics are vital, but misuse threatens their effectiveness. Clearly communicates that everyone has a role to play, making the message inclusive and engaging.

3. Balanced tone: Urgency + Hope: It conveys the seriousness of antibiotic resistance without being alarmist. The tone is solution-focused, emphasizing what individuals and organizations can do.