Objectives and Target Audience
Objective(s)
1.Explain what AMR is and how it spreads, especially in the context of livestock and agricultural environments .
2.Clarify antibiotic usage in animal farming, including the types used and differences from human medicine .
3.Detail regulatory frameworks and EU measures governing veterinary antibiotic use
4.Recommend best practices for farmers, covering hygiene, veterinary-guided antibiotic administration, dosage adherence, and record-keeping
5.Highlight pathways of AMR transmission to humans, including direct contact, environmental runoff, and contaminated food products
6.Promote food safety behaviors among consumers to prevent exposure to resistant microbes
7.Outline EU and national action plans, including One Health strategies for AMR reduction
2.Clarify antibiotic usage in animal farming, including the types used and differences from human medicine .
3.Detail regulatory frameworks and EU measures governing veterinary antibiotic use
4.Recommend best practices for farmers, covering hygiene, veterinary-guided antibiotic administration, dosage adherence, and record-keeping
5.Highlight pathways of AMR transmission to humans, including direct contact, environmental runoff, and contaminated food products
6.Promote food safety behaviors among consumers to prevent exposure to resistant microbes
7.Outline EU and national action plans, including One Health strategies for AMR reduction
Target audience
Farmers and livestock producers
Veterinarians and those working in animal health
General public
Consumers
Campaign Scope
National
Communication Strategy
Communication Channels Used
websites/blogs
Campaign Material(s)
Webpage
Action plan
Report
Key messages
AMR explained, how emerges, Veterunary use is a key contributor, transmission pathways - Resistant bacteria spread via direct animal-human contact, contaminated environment (manure, water), food products, and companion animals)- , EU and Estonian laws regulate veterinary antibiotic use; a 2014 EU regulation consolidates rules with a focus on AMR, best practices for farmers, monitoring and lower AMR in Estonia, Estonia’s Ministry and Food and Agriculture Board are drafting 5‑year sectoral plans to: Advance responsible antibiotic usage, awareness, record-keeping, data collection, and public information .
Campaign Focus
One Health
Campaign Setting
Online
Ministry website
Design and Content
Use of Scientific Evidence
Implicit Evidence-Based Messaging
Visual and Symbolic Elements
Animals
Bacteria
Pedagogical Approach
Educational model applied
Transmissive
Content Complexity Level
Intermediate
Diversity and Inclusion
Content accessibility
No
Diversity and Inclusion
No
Involvement of Vulnerable Groups
No
Cultural Sensitivity and Contextualization
Yes
Dissemination and Sustainability
Continuity strategy
One-off campaign
Replicability
Yes
Content usage license
Free
Campaign Status
Inactive with live site
Lessons and Observations
Documents
Documents
Action plans for reducing antimicrobial resistence
Document