Objectives and Target Audience
Objective(s)
Educate pet owners and veterinary clients on the mechanisms of antibiotic resistance.
Promote responsible antibiotic use in veterinary care.
Encourage critical evaluation of past prescribing habits and current protocols.
Support behavior change by explaining why antibiotics are not always needed.
Preserve antibiotic efficacy by reducing unnecessary use.
Promote responsible antibiotic use in veterinary care.
Encourage critical evaluation of past prescribing habits and current protocols.
Support behavior change by explaining why antibiotics are not always needed.
Preserve antibiotic efficacy by reducing unnecessary use.
Target audience
Pet owners
General public
Campaign Scope
National
Communication Strategy
Communication Channels Used
websites/blogs
Campaign Material(s)
Website content
fact sheets
web infographic
Key messages
Antibiotics are life-saving but must be used responsibly.
Misuse leads to resistance, which makes infections harder or impossible to treat.
Bacteria evolve naturally, and antibiotic overuse accelerates resistance.
Use topical/local treatments when possible (e.g., ear drops instead of tablets).
Avoid unnecessary broad-spectrum antibiotics.
Shorter courses may be as effective – research is ongoing.
Resistance spreads through plasmids and selection pressure, not just misuse in the target area.
Trust your vet's clinical judgement; protocols are improving.
Monitoring and follow-up are part of responsible treatment.
Do not pressure your vet for antibiotics just because they were prescribed before.
Misuse leads to resistance, which makes infections harder or impossible to treat.
Bacteria evolve naturally, and antibiotic overuse accelerates resistance.
Use topical/local treatments when possible (e.g., ear drops instead of tablets).
Avoid unnecessary broad-spectrum antibiotics.
Shorter courses may be as effective – research is ongoing.
Resistance spreads through plasmids and selection pressure, not just misuse in the target area.
Trust your vet's clinical judgement; protocols are improving.
Monitoring and follow-up are part of responsible treatment.
Do not pressure your vet for antibiotics just because they were prescribed before.
Campaign Focus
Animal health
Campaign Setting
Online
Design and Content
Use of Scientific Evidence
Implicit Evidence-Based Messaging
Visual and Symbolic Elements
Pill/capsule icons
Pedagogical Approach
Educational model applied
Transmissive
Content Complexity Level
Specialized
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
Active
Lessons and Observations
Documents
Documents