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RAI – Rationaler Antibiotikaeinsatz durch Information und Kommunikation für ambulant (RAI = Responsible Antibiotic use via Information and Communication, target group outpatient)

Objective(s)
To support doctors in reducing patient expectations for unnecessary antibiotic prescriptions by providing clear, actionable information during consultations.
Target audience
Primary care professionals such as GPs or pharmacists
Patients
Campaign Scope
National
Communication Channels Used
websites/blogs
Leaflets
Printed materials
Online videos
Campaign Material(s)
Leaflets
Video
Key messages
Potentially:
"Virale Atemwegsinfekte gibt es alljährlich verstärkt in den Wintermonaten."
"Viral respiratory infections occur more frequently every winter."

"Zeitdruck, sprachliche Barrieren, Wissenslücken und Annahmen über den Wunsch nach einem Antibiotikum … tragen zur unnötigen Verschreibung von Antibiotika bei viral bedingten Atemwegsinfektionen bei."
"Time pressure, language barriers, knowledge gaps, and assumptions about the patient’s desire for antibiotics contribute to unnecessary prescribing of antibiotics for viral respiratory infections."

"Die verbindliche Übergabe von Handlungsempfehlungen durch den Arzt an den Patienten stärkt den Stellenwert solcher Informationen und soll helfen, den Erwartungsdruck … zu reduzieren."
"The binding handover of treatment recommendations from doctor to patient strengthens the value of such information and is intended to help reduce the expectation pressure for (ineffective) antibiotic prescriptions."

"Lebensretter Antibiotika. Wissen wann – wissen wie."
"Life saver antibiotics. Know when – know how."

Lernziele MOOC: "so schmal wie möglich und nur so breit wie nötig"; "so kurz wie möglich und nur so lange wie nötig."
Learning goals MOOC: "as narrow as possible and only as broad as necessary"; "as short as possible and only as long as necessary."
Campaign Focus
Human health
Campaign Setting
Healthcare facilities
GP practice
Use of Scientific Evidence
Implicit Evidence-Based Messaging
Visual and Symbolic Elements
Pill/capsule icons
Microbes
Educational model applied
Transmissive
Content Complexity Level
Intermediate
Continuity strategy
One-off campaign
Campaign Start Month
2
Campaign Start Year
2015
Campaign End Month
6
Campaign End Year
2022
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
Outreach activities not documented
Key messages not clearly indicated
Funding details not disclosed.
Reporting on results or impact not found
Lessons learned
Clear, concise key message summaries may help reduce misinterpretation.
Multilingual materials may reach more diverse communities.
Tailoring content to specific groups (e.g., parents, seniors, teens) may enhance impact.
Identified biases
Disability Accessibility Bias
Evaluation Absence Bias
Identified Weaknesses
Limited accessibility
Not found measurable outcomes or evaluation plan
Identified Strengths
Clear messaging
Dedicated website or online portal
Easy to locate materials
Multilingual Accessibility