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Antibiotics. It's a shame to use them badly: effective if necessary, harmful if abused

Title or slogan
Antibiotics. It's a shame to use them badly: effective if necessary, harmful if abused
Publication Year
2018
Leading Institution
Emilia-Romagna Region
Source
https://salute.regione.emilia-romagna.it/campagne/antibiotici
Country/Countries
Italy
Original language
Italian
Campaign link
https://salute.regione.emilia-romagna.it/campagne/antibiotici
Objective(s)
Raise awareness on rational antibiotic use among citizens.

Reduce self-medication and misuse of antibiotics.

Support healthcare professionals in communication with patients.

Align regional policies with Italian national AMR strategy and EAAD.
Target audience
General public
Patients
Healthcare professionals
Campaign Scope
National
Communication Channels Used
website
Campaign Material(s)
Video
infographics
Key messages
Antibiotics cure bacterial infections, not viral illnesses (like colds/flu).

Misuse makes bacteria resistant.

Always follow the doctor’s prescription.

Proper use preserves antibiotic effectiveness for the future.
Campaign Focus
Human health
Campaign Setting
Healthcare facilities
Community
Use of Scientific Evidence
Implicit Evidence-Based Messaging
Educational model applied
Transmissive
Content Complexity Level
Intermediate
Content accessibility
Yes
Continuity strategy
One-off campaign
Replicability
Yes
Content usage license
Free
Campaign Status
Inactive with live site
Feedback or audience involvement not visible
Not all official or widely spoken languages are covered
Accessible formats for visually impaired users not provided
Frequently Asked Questions (FAQs) section not included
A central campaign hub or website can improve discoverability and consistency.
Clear, concise key message summaries may help reduce misinterpretation.
Consistency in tone, slogans, and design may strengthen campaign recognition.
Language Bias
Limited accessibility
No translation to other languages
Accessibility
Call to Action
Clear messaging