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Concerned about antimicrobial resistance? Spread the word using this social media toolkit

Objective(s)
aims that people help to raise awareness and prompt action to combat the growing threat of AMR using the
social media toolkit and information factsheet
Target audience
General public
Campaign Scope
International
Communication Channels Used
websites/blogs
Campaign Material(s)
toolkit
Leaflets
Key messages
Antimicrobial resistance is one of the greatest health challenges of our time and it is solvable.
Promote responsible use of antimicrobials.
Animal, human, and plant health are interdependent.
Antimicrobial resistance in one sector affects all.
Almost 5 million human deaths were linked to antimicrobial resistance in 2019.
That is three times more than deaths from diabetes or lung cancer.
Preserve animal and plant health to preserve human health.
Many animal illnesses do not require antibiotics.
Misuse of antibiotics in pets feeds antimicrobial resistance.
Misuse can impact plant and human health.
Ask your vet before treating your pet.
Use antibiotics for animals only when prescribed by a veterinarian.
Respect dosage, frequency, length of treatment, and withdrawal period.
Vaccinating pets and livestock keeps them healthy and reduces antibiotic use.
This helps curb antimicrobial resistance.
Store or dispose of unused antibiotics according to manufacturer instructions.
Do not reuse antibiotics without a veterinarian's supervision.
Using antibiotics in healthy food-producing animals for growth promotion feeds antimicrobial resistance.
Antimicrobial resistance threatens animals, plants, and humans.
Assess the risk and move on to safer practices.
Ask your representatives to make the fight against antimicrobial resistance a priority.
Antimicrobial resistance can develop on farms where antibiotics are misused.
Demand meat produced with good animal husbandry and farming practices.
This ensures your meat is safe, without antibiotic residues or resistant pathogens.

Campaign Focus
Animal health
Campaign Setting
Online
Use of Scientific Evidence
Implicit Evidence-Based Messaging
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
Inactive with live site
Identified gaps
Credibility assumed due to source, no references
Accessible formats for visually impaired users not provided
No adaptation for different age groups
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
Lessons learned
Clear, concise key message summaries may help reduce misinterpretation.
A central campaign hub or website can improve discoverability and consistency.
Labelling a “Resources” section may help users find and use materials more easily.
Identified biases
Digital Access Bias
Digital Literacy Bias
Disability Accessibility Bias
Evaluation Absence Bias
Involvement Bias
Identified Weaknesses
Limited feedback loop
Limited accessibility
Limited reach / Single channel
No translation to other languages
Not found measurable outcomes or evaluation plan
Identified Strengths
Easy to locate materials
Call to Action
Dedicated website or online portal