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"Senza regole gli antibiotici non funzionano" (Antibiotics don't work without rules)

Title or slogan
"Senza regole gli antibiotici non funzionano" (Antibiotics don't work without rules)
Publication Year
2014
Leading Institution
Agencia Italiana del Fármaco (AIFA)
Source
-https://www.aifa.gov.it/en/senza-regole-gli-antibiotici-non-funzionano
Country/Countries
Italy
Original language
Italian
Campaign link
https://www.aifa.gov.it/en/senza-regole-gli-antibiotici-non-funzionano
Objective(s)
The campaign aims to raise patients’ awareness on the importance of not taking antibiotics to treat the flu, viral infections or colds- not of bacterial origin, to use antibiotics only when necessary and upon a medical prescription, strictly following the doses and times of therapy in order not to invalidate its effects.
Target audience
General public
Female population
Elderly people
Campaign Scope
National
Communication Channels Used
websites/blogs
TV
Radio
Print press
Outdoor advertising
Social Media
Campaign Material(s)
Leaflets
Educational videos
Radio spots
Key messages
-Antibiotics should be used only when necessary, under medical prescription, strictly observing the doses and duration of therapy indicated by the medical doctor. This content is aimed at informing the general population about the risks that may be associated with self-treatment, the spontaneous interruption of therapy or the administration of inadequate doses, risks that can affect both the effectiveness of the treatment and the development of resistant bacteria;
-Antibiotics do not cure viral diseases. Seasonal diseases such as colds, flu and other viral diseases of the respiratory system shall be carefully evaluated by the medical doctor, who is the only person able to determine if there is a viral or bacterial infection;
-Using antibiotics well is the responsibility of the individual towards his/her own health to always have effective medicines available for his/her own pathology and it is also a collective responsibility, since favouring the development of antibiotic resistance through improper use of antibiotics jeopardises the health of the community.
Campaign Focus
Human health
Campaign Setting
Online
Urban advertising
Use of Scientific Evidence
Implicit Evidence-Based Messaging
Educational model applied
Transmissive
Content Complexity Level
Intermediate
Content accessibility
No
Diversity and Inclusion
Yes
Involvement of Vulnerable Groups
No
Cultural Sensitivity and Contextualization
No
Continuity strategy
One-off campaign
Campaign Start Year
2014
Campaign End Year
2014
Replicability
No
Content usage license
Free
Campaign Status
Inactive with live site
No scientific evidence or references, unclear if evidence-based
Credibility assumed due to source, no references
Single-language with a focused national audience
Accessible formats for hearing impaired users not provided
Accessible formats for visually impaired users not provided
Frequently Asked Questions (FAQs) section not included
Interactive features not included
Audience-specific content not evident
Feedback or audience involvement not visible
Reporting on results or impact not found
Community voices or lived experiences not included
Collaboration with stakeholders not indicated
Digital Access Bias
Digital Literacy Bias
Disability Accessibility Bias
Educational Bias
Evaluation Absence Bias
Inclusivity Bias
Involvement Bias
Language Bias
Vulnerable Groups Bias
Scientific Basis Bias
High cost
Lack of scientific evidence
Poor visual design
No Measurable Outcomes or Evaluation Plan
Generic messaging risk
Low personalization
Limited feedback loop
1. High-cost: TV, print, and billboard campaigns are expensive and resource-intensive.
2. Limited feedback loop: Traditional media channels don’t easily capture user reactions or insights.
3. Generic messaging risk: One-size-fits-all messages may not resonate with specific demographic groups.
4. Impact harder to measure: Measuring effectiveness is easier on social media than on TV/radio/print.
5. Low personalization: Lacks targeting precision compared to digital-only campaigns.
Multichannel dissemination
Mass visibility

Radio advertisement