Objectives and Target Audience
Objective(s)
Educate pet owners on proper antibiotic use (dose, duration)
Change behaviors regarding antibiotic overuse in companion animals
Change behaviors regarding antibiotic overuse in companion animals
Target audience
Farmers and food producers
Veterinarians and those working in animal health
Pet owners
Campaign Scope
National
Collaborations
Partners or Allies
N/A
Communication Strategy
Communication Channels Used
Social Media
websites/blogs
Campaign Material(s)
Video
Press releases
Key messages
Antibiotics are not automatic for animals either
→ Emphasizes that, just like in human medicine, antibiotics should not be used routinely or without medical justification in animals.
Misuse of antibiotics in pets contributes to antimicrobial resistance
→ Highlights that overuse or incorrect use of antibiotics in animals can lead to resistance, which may affect both animal and human health.
Proper use = correct dose, duration, and prescription adherence
→ Encourages pet owners to strictly follow veterinary prescriptions regarding dosage and treatment length.
Trust your veterinarian’s guidance
→ Reinforces the veterinarian's role as the appropriate authority for prescribing antibiotics and advising on alternatives.
Protect antibiotic effectiveness by avoiding unnecessary use
→ Connects responsible use today with preserving antibiotic efficacy for the future.
→ Emphasizes that, just like in human medicine, antibiotics should not be used routinely or without medical justification in animals.
Misuse of antibiotics in pets contributes to antimicrobial resistance
→ Highlights that overuse or incorrect use of antibiotics in animals can lead to resistance, which may affect both animal and human health.
Proper use = correct dose, duration, and prescription adherence
→ Encourages pet owners to strictly follow veterinary prescriptions regarding dosage and treatment length.
Trust your veterinarian’s guidance
→ Reinforces the veterinarian's role as the appropriate authority for prescribing antibiotics and advising on alternatives.
Protect antibiotic effectiveness by avoiding unnecessary use
→ Connects responsible use today with preserving antibiotic efficacy for the future.
Campaign Focus
Animal health
Campaign Setting
Community
Professional
Veterinary clinics
Pharmacies
Digital platform
Media and Public outreach
Design and Content
Use of Scientific Evidence
Implicit Evidence-Based Messaging
Visual and Symbolic Elements
Memorable slogan
Pictograms and simple visuals
Color palette
Design for clarity
Pedagogical Approach
Educational model applied
Transmissive
Content Complexity Level
Basic
Adaptation to Educational Levels
Adults
Complementary materials
Leaflets
Communication kit
Infographics
Banners
Posters
Diversity and Inclusion
Content accessibility
Yes
Content accessibility
Plain language
Visual design
Diversity and Inclusion
Yes
Diversity and Inclusion
Inclusive language
Avoidance of stereotypes
Involvement of Vulnerable Groups
No
Cultural Sensitivity and Contextualization
Yes
Cultural Sensitivity and Contextualization
Relevant examples
Local actor collaboration
Dissemination and Sustainability
Replicability
Yes
Content usage license
Copyright
Campaign Status
Inactive with live site
Impact Evaluation
Evaluation methods used
Baseline studies
Media reach tracking
Community participation in evaluation
No
Quantitative impact indicators
Reach
Measured results
Distribution metrics:
30,000 veterinary clinics received posters and brochures.
Press kits sent to 350 journalists and 1,000 radio stations.
30,000 veterinary clinics received posters and brochures.
Press kits sent to 350 journalists and 1,000 radio stations.
Funding
Estimated budget
200 000 €
Lessons and Observations
Documents
Documents