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Antibiotic Amnesty Campaign 2024

Title or slogan
Antibiotic Amnesty Campaign 2024
Publication Year
2024
Leading Institution
Responsible Use of Medicines Alliance (RUMA)
Source
- Webpage about #AntibioticAmnesty at https://rumacae.org.uk/vet-antibioticamnesty/
Country/Countries
United Kingdom
Original language
English
Contact e-mail
hello@rumacae.org.uk
Campaign link
https://rumacae.org.uk/vet-antibioticamnesty/
Objective(s)
To generate awareness that antibiotics are essential to treat many conditions in both humans and animals, but must be used carefully to remain effective, prevent dangerous side effects, avoid delayed diagnosis, reduce antimicrobial resistance (AMR), and prevent environmental damage from inappropriate disposal.
Target audience
Veterinarians and those working in animal health
Campaign Scope
National
Communication Channels Used
websites/blogs
Online materials
Social Media Used
LinkedIn
Campaign Material(s)
Posters
toolkit
Leaflets
Website content
Video
Key messages
Antibiotics are essential for humans and animals but must be used carefully to remain effective.
Irresponsible use can lead to side effects, delayed diagnosis, and antimicrobial resistance.
Inappropriate disposal of unused antibiotics damages the environment.
Antimicrobial resistance is one of the biggest global health issues.
Safe disposal of unused antibiotics helps protect public health and the environment.
Campaign Focus
One Health
Campaign Setting
Veterinary clinics
Online
Use of Scientific Evidence
Implicit Evidence-Based Messaging
Visual and Symbolic Elements
Animals
Pill/capsule icons
Human
Educational model applied
Transmissive
Content Complexity Level
Intermediate
Content accessibility
No
Diversity and Inclusion
No
Involvement of Vulnerable Groups
No
Cultural Sensitivity and Contextualization
Yes
Campaign Start Year
2024
Replicability
Yes
Content usage license
Free
Campaign Status
Active
Credibility assumed due to source, no references
Accessible formats for visually impaired users not provided
Interactive features not included
Feedback or audience involvement not visible
Reporting on results or impact not found
Outreach activities not documented
Single-language with a focused national audience
Funding details not disclosed.
Tailoring content to specific groups (e.g., parents, seniors, teens) may enhance impact.
A central campaign hub or website can improve discoverability and consistency.
Labelling a “Resources” section may help users find and use materials more easily.
Clear, concise key message summaries may help reduce misinterpretation.
Digital Access Bias
Digital Literacy Bias
Disability Accessibility Bias
Educational Bias
Evaluation Absence Bias
Involvement Bias
Language Bias
Limited feedback loop
Limited accessibility
Limited reach / Single channel
No translation to other languages
Not found measurable outcomes or evaluation plan
Easy to locate materials
Call to Action
Dedicated website or online portal