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e-Bug: Key Stage 1 (5-7 years old)

Objective(s)
Aims to promote positive behaviour change among children and young people to support infection prevention and control efforts, and to respond to the global threat of antimicrobial resistance.
Target audience
Children
Young people
Campaign Scope
European
Partners or Allies
Antibiotika.no
Le Chu de Nice
Direção-Geral da Saúde
Communication Channels Used
Social Media
websites/blogs
Social Media Used
YouTube
Facebook
X (Twitter)
Campaign Material(s)
Video
Flashcards
Worksheets
Handouts
Leaflets
Teacher sheets
Key messages
Learning objectives:
Understand there are three different types of microbes: viruses, bacteria, and fungi
Understand microbes are all different shapes and sizes
Understand some microbes can be useful and some can be harmful
Understand that microbes are found everywhere
Understand most microbes are too small to be seen with the naked eye
Understand washing hands can help remove microbes
Understand washing hands is one of the best ways to prevent the spread of microbes
Understand washing hands with soap and water is better than washing hands with water alone
Understand there can be harmful microbes in our coughs and sneezes
Understand that infection can be spread though coughs and sneezes
Understand that good respiratory practices can reduce the spread of infection
Understand that we can spread infection through touching surfaces after touching/ wiping our nose or holding a cough /sneeze
Understand how to develop best practice respiratory hygiene behaviours in everyday life to reduce the spread of infection
Understand what dental plaque is and how it forms
Understand the consequences of tooth decay
Understand that limiting sugary foods and drinks can reduce tooth decay
Understand the importance of eating healthier snacks
Campaign Focus
Human health
Campaign Setting
School
Community
Use of Scientific Evidence
Yes
Visual and Symbolic Elements
Iconography
Symbols
Colors
Educational model applied
Participatory
Transmissive
Gamified
Constructivist
Content Complexity Level
Basic
Adaptation to Educational Levels
Children
Adolescents
Complementary materials
Resources for teachers or facilitators
Content accessibility
Yes
Content accessibility
Plain language
Visual design
Diversity and Inclusion
Yes
Diversity and Inclusion
Multilingual
Different age groups
Involvement of Vulnerable Groups
Yes
Vulnerable Groups
Children
Continuity strategy
Campaign with regular updates
Events
World Antimicrobial Awareness Week
British Science Week
Campaign Start Year
2006
Replicability
Yes
Content usage license
Free
Campaign Status
Active
Estimated budget
1 865 358 €
Identified gaps
Mentions evidence without citations
Partial translation for multilingual target audience
Accessible formats for visually impaired users not provided
Subtitles or captions missing, limited or unclear
Frequently Asked Questions (FAQs) section not included
Credibility assumed due to source, no references
Community voices or lived experiences not included
Reporting on results or impact not found
Identified gaps

Note to partial translation: YouTube video resources do not include translations into other languages, and subtitles are only available in English and Portuguese.

Timeline section not updated since 2021

Co-creation seems to have been done by teachers and scientists but no mention to the involvement of parents in the development process.
Lessons learned
Clear, concise key message summaries may help reduce misinterpretation.
Pre-prepared toolkits for specific audiences (e.g., teachers, GPs, NGOs) may boost adoption.
A central campaign hub or website can improve discoverability and consistency.
Creative and interactive formats (e.g., games, art, contests) may boost public participation.
Lessons learned

Including links to scientific sources where relevant may enhance transparency and support users seeking more information.

Providing multilingual subtitles and adapting materials for diverse accessibility needs could help broaden reach and inclusivity.

Note: Key messages correspond to the learning objectives, emphasising education over immediate action.
Identified biases
Disability Accessibility Bias
Evaluation Absence Bias
Identified biases

Partial Involvement of stakeholders: Teachers were involved in development, supporting classroom relevance, but there’s no evidence of family or community input.
Identified Weaknesses
Not found measurable outcomes or evaluation plan
Identified Weaknesses

Materials may not fully meet the accessibility needs of children with disabilities, potentially limiting inclusive reach.
Identified Strengths
Clear messaging
Dedicated website or online portal
Use of visuals and infographics
Use of scientific evidence
Accessibility
Easy to locate materials
Identified Strengths

Training and resources for educators

Emphasis on education over calls to action may suit younger audiences by prioritising knowledge-building and early awareness.

Documents