Objectives and Target Audience
Objective(s)
To promote responsible antibiotic use in companion animals by encouraging pet owners to follow veterinary guidance, thereby helping prevent antimicrobial resistance (AMR).
Target audience
Pet owners
General public
Campaign Scope
National
Communication Strategy
Communication Channels Used
Online materials
Campaign Material(s)
Banners
Key messages
"Trust your vet if they say antibiotics are not required: antibiotics only treat infections caused by bacteria, not viruses."
"Trust your vet's instructions when giving your pet antibiotics: the correct dose, at the right time, for the full duration prescribed."
"Trust your vet's advice on keeping your pet healthy: a balanced diet, enough exercise and up-to-date vaccinations and regular check-ups."
"Trust your vet if further tests are needed: different antibiotics work against different bacteria, so it's important your pet gets the right medicine."
"Trust your vet's instructions when giving your pet antibiotics: the correct dose, at the right time, for the full duration prescribed."
"Trust your vet's advice on keeping your pet healthy: a balanced diet, enough exercise and up-to-date vaccinations and regular check-ups."
"Trust your vet if further tests are needed: different antibiotics work against different bacteria, so it's important your pet gets the right medicine."
Campaign Focus
Animal health
Campaign Setting
Online
Design and Content
Use of Scientific Evidence
Implicit Evidence-Based Messaging
Visual and Symbolic Elements
Animals
Pedagogical Approach
Educational model applied
Transmissive
Content Complexity Level
Basic
Diversity and Inclusion
Content accessibility
No
Diversity and Inclusion
No
Involvement of Vulnerable Groups
No
Cultural Sensitivity and Contextualization
Yes
Dissemination and Sustainability
Replicability
Yes
Content usage license
Free
Campaign Status
Inactive with live site
Lessons and Observations
Documents
Documents
Banners
Evidence for
Banner
Document