Objectives and Target Audience
Objective(s)
Raise awareness of the dangers of inappropriate antibiotic use.
Promote responsible use to preserve antibiotic effectiveness.
Inform citizens about the difference between bacterial and viral infections.
Support Italy’s National Action Plan on AMR (PNCAR).
Promote responsible use to preserve antibiotic effectiveness.
Inform citizens about the difference between bacterial and viral infections.
Support Italy’s National Action Plan on AMR (PNCAR).
Target audience
General public
Healthcare professionals
Policy makers
Campaign Scope
National
Communication Strategy
Communication Channels Used
website
the press
local broadcasters
Social Media
Campaign Material(s)
Video
Key messages
Antibiotics work only against bacteria, not viruses.
Misuse and overuse accelerate antimicrobial resistance.
Always take antibiotics only if prescribed by a doctor.
Correct use protects antibiotics for the future.
Misuse and overuse accelerate antimicrobial resistance.
Always take antibiotics only if prescribed by a doctor.
Correct use protects antibiotics for the future.
Campaign Focus
Human health
Campaign Setting
Healthcare facilities
Pharmacies
Community
Design and Content
Use of Scientific Evidence
Implicit Evidence-Based Messaging
Pedagogical Approach
Educational model applied
Transmissive
Content Complexity Level
Basic
Diversity and Inclusion
Content accessibility
Yes
Content accessibility
Plain language
Dissemination and Sustainability
Continuity strategy
One-off campaign
Replicability
Yes
Content usage license
Free
Campaign Status
Inactive with live site
Lessons and Observations
Documents
Documents
Video
Document