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Les antibios, comme il faut, quand il faut 2017

Title or slogan
Les antibios, comme il faut, quand il faut 2017
Campaign Keywords
Animal health
One Health
Antibiotic resistance
Antimicrobial resistance
écoantibio
Campaign
Publication Year
2017
Leading Institution
Ministry of Agriculture and Food
Source
https://agriculture.gouv.fr/campagne-2017-les-antibios-comme-il-faut-quand-il-faut
Country/Countries
France
Original language
French
Available Language(s)
French
Campaign link
https://agriculture.gouv.fr/campagne-2017-les-antibios-comme-il-faut-quand-il-f…
Objective(s)
Sustain the reduction in antibiotic use in animal health achieved in previous campaigns.

Raise awareness of the risks of antimicrobial resistance (AMR).

Encourage behavior change through best practices and promotion of alternatives to antibiotics (e.g., biosecurity, vaccination).

Reinforce the veterinarian’s role as a health advisor.
Target audience
Farmers and food producers
Veterinarians and those working in animal health
Institutional stakeholders
Campaign Scope
National
Partners or Allies
SIMV – Syndicat de l'Industrie du Médicament et réactif Vétérinaires
GDS – Groupements de Défense Sanitaire
Coop de France
SNGTV – Société Nationale des Groupements Techniques Vétérinaires
AFVAC - Association Française des Vétérinaires pour Animaux de Compagnie
Communication Channels Used
Printed materials
Events
Local press
Social Media
website
Social Media Used
Facebook
X (Twitter)
LinkedIn
Campaign Material(s)
Banners
Website
Direct mailing
Events
Posters
Press kits
Key messages
“Les antibios, comme il faut, quand il faut.” (Antibiotics: the right way, at the right time)

The veterinarian is a trusted advisor

Emphasize alternatives and responsible use
Campaign Focus
One Health
Campaign Setting
Agriculture spaces
Veterinary clinics
Use of Scientific Evidence
Yes
Visual and Symbolic Elements
Colors
Memorable slogan
Images
Educational model applied
Transmissive
Content Complexity Level
Intermediate
Adaptation to Educational Levels
Adults
Complementary materials
Posters
Print ads
Web banners
Content accessibility
Yes
Content accessibility
Plain language
Visual design
Diversity and Inclusion
Yes
Diversity and Inclusion
Inclusive language
Involvement of Vulnerable Groups
No
Cultural Sensitivity and Contextualization
Yes
Cultural Sensitivity and Contextualization
Relevant examples
Strategic Alliances
https://agriculture.gouv.fr/campagne-2017-les-antibios-comme-il-faut-quand-il-faut
Continuity strategy
One-off campaign
Campaign Start Month
9
Campaign Start Year
2017
Campaign End Month
9
Campaign End Year
2016
Replicability
Yes
Content usage license
Copyright
Campaign Status
Inactive with live site
Estimated budget
160 000 €
No adaptation for non-professional audiences

Lack of accessibility features (disability, low literacy)

No multilingual content
Consistent messaging across campaigns sustains behavioral change

The vet–farmer relationship is key for promoting responsible practices

Need to expand reach to broader or more diverse groups

Professional/educational bias: Assumes familiarity with veterinary practices

Accessibility bias: Not inclusive for all audiences (e.g., those with visual or cognitive impairments)

Cultural bias: No visible outreach to minority or migrant farmers
No psecific Social media channels - Not specified by platform, but campaign involved partner-led social media activation and content dissemination.

Tailored to adult professionals (farmers, vets, students) using accessible but technically accurate messaging

Not adapted for children, adolescents, or elderly populations

No mention of subtitles, sign language, audio versions, or alternate formats

No multilingual versions

No visual or linguistic adaptation for underrepresented groups or minorities

No direct participation or targeting of vulnerable populations (e.g., migrant workers, low-literacy farmers)
Campaign rooted in results from previous Ecoantibio initiatives and aligned with national AMR strategy. Emphasized proven alternatives (vaccination, hygiene) to antibiotics.

Imagery linked to livestock health, preventive care, and expert veterinary advice

articipatory (engaged veterinarians, farmers, and partners in events and practice promotion)