Objectives and Target Audience
Objective(s)
To raise public awareness about antibiotic resistance as a global health and sustainability threat, and to encourage individual action through education, storytelling, and community engagement.
Target audience
General public
Campaign Scope
Regional
Collaborations
Partners or Allies
Pfizer
Communication Strategy
Communication Channels Used
Newspapers
websites/blogs
Community events
Hospital events
Campaign Material(s)
Book
Posters
Recorded interviews
Key messages
Antimicrobial resistance (AMR) is one of the greatest threats to global public health.
In Spain, multiresistant bacterial infections cause around 4,000 deaths annually—four times more than traffic accidents.
The environment plays a key role in the spread of resistance, acting as a reservoir and transmission route.
Climate change contributes to increased bacterial proliferation and resistance.
Extreme weather events (floods, droughts) help accumulate resistant bacteria in various parts of the planet.
AMR creates complex ecological problems affecting humans, animals, and ecosystems.
Antibiotics and resistant bacteria from agriculture can enter the food chain and reach humans.
What benefits planetary health also benefits human health.
In Spain, multiresistant bacterial infections cause around 4,000 deaths annually—four times more than traffic accidents.
The environment plays a key role in the spread of resistance, acting as a reservoir and transmission route.
Climate change contributes to increased bacterial proliferation and resistance.
Extreme weather events (floods, droughts) help accumulate resistant bacteria in various parts of the planet.
AMR creates complex ecological problems affecting humans, animals, and ecosystems.
Antibiotics and resistant bacteria from agriculture can enter the food chain and reach humans.
What benefits planetary health also benefits human health.
Campaign Focus
One Health
Campaign Setting
Hospital
Community
Online
Design and Content
Use of Scientific Evidence
Implicit Evidence-Based Messaging
Visual and Symbolic Elements
Bacteria
health care work situations
Pedagogical Approach
Educational model applied
Transmissive
Content Complexity Level
Basic
Dissemination and Sustainability
Continuity strategy
One-off campaign
Replicability
Yes
Content usage license
Free
Campaign Status
Active
Lessons and Observations
Documents
Documents
Videos of interviews
Evidence for
Campaign
Interviews
Video
Document
Book: Inés and the bacteria (Spanish, Basque and English)
Evidence for
Campaign
Book
Document
Posters
Evidence for
Campaign
Poster
Document