Objectives and Target Audience
Objective(s)
Promote informed and responsible use of antibiotics among the general population.
Reduce antibiotic resistance by discouraging inappropriate use and overconsumption.
Emphasize that antibiotics must only be used when prescribed and therapy must be followed precisely.
Support the European Antibiotic Awareness Day (18 November) with a nationwide educational initiative.
Reduce antibiotic resistance by discouraging inappropriate use and overconsumption.
Emphasize that antibiotics must only be used when prescribed and therapy must be followed precisely.
Support the European Antibiotic Awareness Day (18 November) with a nationwide educational initiative.
Target audience
General public
Campaign Scope
National
Collaborations
Partners or Allies
Italian National Institute of Health (ISS)
Ministry of Labour, Health and Social Policies
Communication Strategy
Communication Channels Used
Press campaign
Outdoor advertising
Radio
Cinema ads
websites/blogs
Toll-free number
Press conference
Public conference
Campaign Material(s)
Slogan
FAQ
Posters
Key messages
The messages, aimed at making the population aware of the need to take antibiotics correctly and only when necessary, are:
Antibiotics yes, but with caution ...
They are precious drugs, use them consciously and do not abuse them otherwise they risk losing their effectiveness
Remember that antibiotics fight bacteria and not viruses that cause colds and flu. Check with your doctor before taking them.
If you use antibiotics badly you can make bacteria stronger and you can reduce the weapons available to fight them and recover. Today, many bacteria are becoming resistant to antibiotics across Europe.
Use antibiotics responsibly: this is how you help protect everyone's health, not just yours.
5 rules not to abuse antibiotics:
Do not take them if you have a cold or flu
Take them only upon prescription
Follow exactly the time and methods of intake indicated by your doctor
Do not stop the treatment before the end
Don't switch antibiotics on your own. Always contact your doctor
Antibiotics yes, but with caution ...
They are precious drugs, use them consciously and do not abuse them otherwise they risk losing their effectiveness
Remember that antibiotics fight bacteria and not viruses that cause colds and flu. Check with your doctor before taking them.
If you use antibiotics badly you can make bacteria stronger and you can reduce the weapons available to fight them and recover. Today, many bacteria are becoming resistant to antibiotics across Europe.
Use antibiotics responsibly: this is how you help protect everyone's health, not just yours.
5 rules not to abuse antibiotics:
Do not take them if you have a cold or flu
Take them only upon prescription
Follow exactly the time and methods of intake indicated by your doctor
Do not stop the treatment before the end
Don't switch antibiotics on your own. Always contact your doctor
Campaign Setting
National public health initiative
Focused especially on regions with higher-than-average antibiotic use
multiple media environments: urban transport
Implemented across multiple media environments e.g. mass media
Design and Content
Use of Scientific Evidence
Implicit Evidence-Based Messaging
Pedagogical Approach
Educational model applied
Transmissive
Content Complexity Level
Intermediate
Diversity and Inclusion
Content accessibility
No
Diversity and Inclusion
No
Involvement of Vulnerable Groups
No
Cultural Sensitivity and Contextualization
No
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
Documents
Document