Objectives and Target Audience
Objective(s)
Save Antibiotics (Skydda Antibiotikan) is a national campaign by the ICM that provides the public with easy-to-understand messages about antibiotics and the role everyone can play to prevent infection and safeguard antibiotics.
Target audience
General public
Campaign Scope
National
Collaborations
Partners or Allies
https://skyddaantibiotikan.se/samverkansfunktionen/
Communication Strategy
Communication Channels Used
websites/blogs
Downloadable materials
Online videos
External links to partner organizations
Social media compatible illustrations
Campaign Material(s)
Website content
Educational videos
FAQ
Social media assets
Posters
Lessons
Digital book
Key messages
1. Antibiotic resistance is a serious global threat
It endangers the treatment of bacterial infections in both humans and animals.
Misuse and overuse of antibiotics accelerate the development and spread of resistant bacteria.
2. Sweden's situation is relatively positive—but still vulnerable
Thanks to targeted prevention and low antibiotic use, Sweden has relatively low resistance levels.
However, problems are increasing even in Sweden.
3. Antibiotics must be used responsibly
They are life-saving medicines essential to modern healthcare and veterinary care.
Proper, limited use is crucial to ensure their effectiveness in the future.
4. One Health: humans, animals, food, and the environment are interconnected
Resistant bacteria can spread between people, animals, and food, and through the environment.
Global travel and trade contribute to the spread of resistance.
The One Health approach emphasizes cross-sector and international cooperation.
5. Preventive care is central
Healthy animals don’t need antibiotics.
Key preventive measures include good hygiene, vaccination, monitoring diseases, and breeding for healthier animals.
6. Veterinary antibiotics are strictly regulated in Sweden
Only veterinarians can prescribe antibiotics.
Some antibiotics critical for humans are restricted or banned in animal use.
Antibiotics cannot be used for growth promotion.
7. Some resistant infections in animals must be reported
Infections such as MRSA, MRSP, and ESBLcarba in animals must be reported to authorities.
Animal owners may have specific responsibilities if their animals carry resistant bacteria.
8. Sweden leads with a collaborative, multi-sector strategy
About 26 agencies and organizations work together through a national coordination function.
Efforts are guided by a government mandate, national strategy, joint action plan, and communication strategy.
9. Sweden shares its expertise internationally
Through projects like BALTOHOP, and collaborations with EU, WHO, FAO, and Nordic countries.
10. Everyone has a role to play
Not only authorities and professionals, but also the general public can help slow the spread.
Raising awareness and taking responsible actions are essential.
It endangers the treatment of bacterial infections in both humans and animals.
Misuse and overuse of antibiotics accelerate the development and spread of resistant bacteria.
2. Sweden's situation is relatively positive—but still vulnerable
Thanks to targeted prevention and low antibiotic use, Sweden has relatively low resistance levels.
However, problems are increasing even in Sweden.
3. Antibiotics must be used responsibly
They are life-saving medicines essential to modern healthcare and veterinary care.
Proper, limited use is crucial to ensure their effectiveness in the future.
4. One Health: humans, animals, food, and the environment are interconnected
Resistant bacteria can spread between people, animals, and food, and through the environment.
Global travel and trade contribute to the spread of resistance.
The One Health approach emphasizes cross-sector and international cooperation.
5. Preventive care is central
Healthy animals don’t need antibiotics.
Key preventive measures include good hygiene, vaccination, monitoring diseases, and breeding for healthier animals.
6. Veterinary antibiotics are strictly regulated in Sweden
Only veterinarians can prescribe antibiotics.
Some antibiotics critical for humans are restricted or banned in animal use.
Antibiotics cannot be used for growth promotion.
7. Some resistant infections in animals must be reported
Infections such as MRSA, MRSP, and ESBLcarba in animals must be reported to authorities.
Animal owners may have specific responsibilities if their animals carry resistant bacteria.
8. Sweden leads with a collaborative, multi-sector strategy
About 26 agencies and organizations work together through a national coordination function.
Efforts are guided by a government mandate, national strategy, joint action plan, and communication strategy.
9. Sweden shares its expertise internationally
Through projects like BALTOHOP, and collaborations with EU, WHO, FAO, and Nordic countries.
10. Everyone has a role to play
Not only authorities and professionals, but also the general public can help slow the spread.
Raising awareness and taking responsible actions are essential.
Campaign Focus
One Health
Campaign Setting
Online
Design and Content
Use of Scientific Evidence
Implicit Evidence-Based Messaging
Visual and Symbolic Elements
Logo
E-mail signature
Neutral color scheme
Pedagogical Approach
Educational model applied
Transmissive
Content Complexity Level
Basic
Adaptation to Educational Levels
Caregivers
Students
Teachers
Animal healthcare
Diversity and Inclusion
Content accessibility
Yes
Diversity and Inclusion
No
Involvement of Vulnerable Groups
No
Cultural Sensitivity and Contextualization
Yes
Dissemination and Sustainability
Replicability
Yes
Content usage license
Free
Campaign Status
Inactive with live site
Lessons and Observations
Documents
Documents
Experts talk about antibiotics
Antibiotic resistance - this is what you can do
The threat to antibiotics
Antibiotic resistance and food
Vulnerable people
Pets can get sick or hurt themselves
Clear out old medications
Take care of yourself
Antibiotic resistance in healthcare and social care
Black and white illustrations with text for social media
Waiting room poster
Document