Objectives and Target Audience
Objective(s)
Educate the general public on responsible antibiotic use.
Support health professionals in communicating with patients.
Support health professionals in communicating with patients.
Target audience
Patients
Healthcare professionals
General public
Primary care professionals such as GPs or pharmacists
Campaign Scope
National
Communication Strategy
Communication Channels Used
websites/blogs
e-mail
Campaign Material(s)
Video
FAQ
Podcasts
Podcast
Website
Key messages
- Antibiotics should be used only when prescribed by a healthcare professional.
-It's crucial to complete the full course of an antibiotic treatment, even if symptoms improve.
-Misuse of antibiotics contributes to the development of resistant bacteria.
-It's crucial to complete the full course of an antibiotic treatment, even if symptoms improve.
-Misuse of antibiotics contributes to the development of resistant bacteria.
Campaign Focus
Human health
Campaign Setting
Digital platform
Community
Home
Design and Content
Use of Scientific Evidence
Yes
Visual and Symbolic Elements
Iconography
Colors
Color palette
Human silhouettes
Pill/capsule icons
Symbols of knowledge
Responsive design
Friendly fonts
Pedagogical Approach
Educational model applied
Transmissive
Content Complexity Level
Intermediate
Diversity and Inclusion
Content accessibility
Yes
Diversity and Inclusion
No
Diversity and Inclusion
Clear language
Visual design
Topic organization
Reading level
Involvement of Vulnerable Groups
No
Cultural Sensitivity and Contextualization
No
Dissemination and Sustainability
Strategic Alliances
Continuity strategy
One-off campaign
Replicability
Yes
Content usage license
Absence of specific license declaration
Campaign Status
Active
Impact Evaluation
Evaluation methods used
Semi-structured interviews
Online survey
Focus groups
Web-based feedback
Usage tracking
Community participation in evaluation
Yes
Quantitative impact indicators
Website visits
Country of visitors
Avg time on site
Qualitative impact indicators
Trusted and practical source; seen as a communication aid by GPs
Public users did not feel tempted to self-medicate
Reinforces patient-healthcare provider dialogue
Seen as a continuation of the earlier "Antibiotics are not automatic" national campaign
Measured results
Method: sample-purpose
-Semi-structured interviews: 8 GPs, 5 pharmacists-Assess professional opinion, usability, relevance, and communication utility
-Online survey: 46 users (including 14 with medical background)- Understand general population feedback on accessibility and content clarity
-Focus groups: 5 groups, 17 participants (elderly + parents of children)- Explore in depth usability, understanding of AMR, and engagement
-Web-based feedback: >100 comments during national testing. Collect spontaneous feedback from real-world users on navigation and clarity
-Usage tracking: Web analytics over 6 months. Monitor visitor volume and session duration.
Quantitative
Indicator: result
-Website visits (6 months): 27,741 users from 26 countries
-Most visitors: From France (15,893), followed by U.S., Belgium, Morocco
-Avg. time on site: 2 minutes per session
Qualitative
Positive Feedback: Areas for Improvement
-Trusted and practical source; seen as a communication aid by GPs: Navigation and risk scale readability could improve
-Public users did not feel tempted to self-medicate: Introduction text too long; antibiotic resistance threat should be more visible
-Reinforces patient-healthcare provider dialogue: INN drug naming confusing for public (used to brand names)
-Seen as a continuation of the earlier "Antibiotics are not automatic" national campaign: Better search engine visibility needed
-Semi-structured interviews: 8 GPs, 5 pharmacists-Assess professional opinion, usability, relevance, and communication utility
-Online survey: 46 users (including 14 with medical background)- Understand general population feedback on accessibility and content clarity
-Focus groups: 5 groups, 17 participants (elderly + parents of children)- Explore in depth usability, understanding of AMR, and engagement
-Web-based feedback: >100 comments during national testing. Collect spontaneous feedback from real-world users on navigation and clarity
-Usage tracking: Web analytics over 6 months. Monitor visitor volume and session duration.
Quantitative
Indicator: result
-Website visits (6 months): 27,741 users from 26 countries
-Most visitors: From France (15,893), followed by U.S., Belgium, Morocco
-Avg. time on site: 2 minutes per session
Qualitative
Positive Feedback: Areas for Improvement
-Trusted and practical source; seen as a communication aid by GPs: Navigation and risk scale readability could improve
-Public users did not feel tempted to self-medicate: Introduction text too long; antibiotic resistance threat should be more visible
-Reinforces patient-healthcare provider dialogue: INN drug naming confusing for public (used to brand names)
-Seen as a continuation of the earlier "Antibiotics are not automatic" national campaign: Better search engine visibility needed
Lessons and Observations
Documents
Documents
Videos
Document