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Campaign on Food Systems and Antimicrobials Use in Livestock

Title or slogan
Campaign on Food Systems and Antimicrobials Use in Livestock
Publication Year
2017
Leading Institution
European Consumer Organisation
Source
- Report about the campaign at https://health.ec.europa.eu/document/download/0fee7a79-2d5a-48b0-96fb-da27ccedf629_en?filename=summary_report_beuc_en.pdf
Country/Countries
Belgium
Original language
English
Contact e-mail
food@beuc.eu
Campaign link
https://www.beuc.eu/can-we-trust-our-meat#2antibioticresistance
Objective(s)
Wiser use of antibiotics in farming.
Target audience
Farmers and food producers
Farmers and livestock producers
Campaign Scope
National
Communication Channels Used
websites/blogs
Online materials
Campaign Material(s)
Leaflets
Infographic
Key messages
Antibiotic resistance is a major public health concern in Europe.
We all need antibiotics that work – for both humans and animals.
Overuse and misuse has spurred resistance.
Consumption of antibiotics is higher in food-producing animals than in humans in the EU.
Campaign Focus
One Health
Campaign Setting
Online
Use of Scientific Evidence
Implicit Evidence-Based Messaging
Visual and Symbolic Elements
Animals
Human
Fruits
Pill/capsule icons
Bacteria
Educational model applied
Transmissive
Content Complexity Level
Intermediate
Content accessibility
No
Diversity and Inclusion
No
Involvement of Vulnerable Groups
No
Cultural Sensitivity and Contextualization
Yes
Continuity strategy
One-off campaign
Replicability
Yes
Content usage license
Free
Campaign Status
Ended
Credibility assumed due to source, no references
Accessible formats for visually impaired users not provided
No adaptation for different age groups
Frequently Asked Questions (FAQs) section not included
Campaign timeline information incomplete or missing
Interactive features not included
Feedback or audience involvement not visible
Reporting on results or impact not found
Outreach activities not documented
Funding details not disclosed.
Single-language with a focused national audience
Tailoring content to specific groups (e.g., parents, seniors, teens) may enhance impact.
Clear, concise key message summaries may help reduce misinterpretation.
Labelling a “Resources” section may help users find and use materials more easily.
A central campaign hub or website can improve discoverability and consistency.
Digital Access Bias
Digital Literacy Bias
Disability Accessibility Bias
Educational Bias
Evaluation Absence Bias
Involvement Bias
Language Bias

Limited feedback loop
Limited accessibility
Limited reach / Single channel
No translation to other languages
Not found measurable outcomes or evaluation plan
Easy to locate materials
Call to Action
Dedicated website or online portal