Objectives and Target Audience
Objective(s)
Raise awareness of antimicrobial resistance (AMR) as a major global health threat.
Promote responsible use of antimicrobials in animals, humans, and agriculture.
Advocate for the One Health approach, recognizing the interconnection between human, animal, plant, and environmental health.
Provide guidance on prevention measures and alternatives to antibiotics (e.g., good hygiene, vaccination, animal welfare).
Encourage behavior change among citizens, professionals, producers, and policymakers.
Emphasize the urgency of preserving antimicrobial efficacy for future generations.
Promote responsible use of antimicrobials in animals, humans, and agriculture.
Advocate for the One Health approach, recognizing the interconnection between human, animal, plant, and environmental health.
Provide guidance on prevention measures and alternatives to antibiotics (e.g., good hygiene, vaccination, animal welfare).
Encourage behavior change among citizens, professionals, producers, and policymakers.
Emphasize the urgency of preserving antimicrobial efficacy for future generations.
Target audience
General public
Veterinarians and those working in animal health
Farmers and livestock producers
Policy-makers and government authorities
Media
Educators
Campaign Scope
International
Communication Strategy
Communication Channels Used
websites/blogs
Campaign Material(s)
Website content
Videos
Key messages
AMR is a global threat to human, animal, plant, and environmental health.
Misuse and overuse of antimicrobials accelerate the development of resistant pathogens.
Everyone can contribute to preserving the effectiveness of antimicrobials.
AMR leads to animal suffering, food insecurity, and human health risks (e.g., “superbugs”).
Responsible use and prevention practices (e.g., hygiene, vaccination, biosecurity) are essential.
Antibiotics do not work against viral infections and should not be misused.
The solution is not to stop antimicrobial use, but to use them responsibly and only when necessary.
A One Health approach is essential to address AMR through coordinated action across sectors.
Misuse and overuse of antimicrobials accelerate the development of resistant pathogens.
Everyone can contribute to preserving the effectiveness of antimicrobials.
AMR leads to animal suffering, food insecurity, and human health risks (e.g., “superbugs”).
Responsible use and prevention practices (e.g., hygiene, vaccination, biosecurity) are essential.
Antibiotics do not work against viral infections and should not be misused.
The solution is not to stop antimicrobial use, but to use them responsibly and only when necessary.
A One Health approach is essential to address AMR through coordinated action across sectors.
Campaign Focus
Animal health
Campaign Setting
Online
Design and Content
Use of Scientific Evidence
Implicit Evidence-Based Messaging
Visual and Symbolic Elements
Animals
Human
Pill/capsule icons
Bacteria
Virus
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
No
Dissemination and Sustainability
Continuity strategy
Campaign with regular updates
Replicability
Yes
Content usage license
Free
Campaign Status
Active
Lessons and Observations
Documents
Documents
EN Videos
Global Burden of Animal Diseases Link
Evidence for
Information text
The state of world fisheries and aquaculture
Evidence for
Report
Document