Objectives and Target Audience
Objective(s)
End the routine use of antibiotics in livestock farming.
Promote farming systems where animals are kept healthy without reliance on antibiotics.
Push for policy reforms at UK and EU level to reduce antibiotic use in food production.
Raise consumer awareness about the link between farming and antimicrobial resistance.
Promote farming systems where animals are kept healthy without reliance on antibiotics.
Push for policy reforms at UK and EU level to reduce antibiotic use in food production.
Raise consumer awareness about the link between farming and antimicrobial resistance.
Target audience
Farmers and food producers
General public
Policy makers
Campaign Scope
International
Communication Strategy
Communication Channels Used
website
Social Media
Campaign Material(s)
reports
Videos
Key messages
Overuse of antibiotics in farming drives antimicrobial resistance.
Routine use of antibiotics in healthy animals must be banned.
Consumers, policymakers, and retailers all have a role to play.
Sustainable farming practices can protect both animal welfare and human health.
Routine use of antibiotics in healthy animals must be banned.
Consumers, policymakers, and retailers all have a role to play.
Sustainable farming practices can protect both animal welfare and human health.
Campaign Focus
One Health
Campaign Setting
Agriculture spaces
food system
consumer advocacy
Design and Content
Use of Scientific Evidence
Yes
Visual and Symbolic Elements
Animals
pills
agriculture
Pedagogical Approach
Educational model applied
Transmissive
Content Complexity Level
Specialized
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
Campaign with regular updates
Replicability
Yes
Content usage license
Free
Campaign Status
Active
Lessons and Observations
Documents
Documents
Resistance and responsibility 2024 - Antibiotic use in supermarket supply chains
Document
How to end the misuse of antibiotics in farming
Document
Catering companies - feeding the antibiotic crisis?
Document
Political action that is needed to end the overuse of antibiotics in animal farming
Document
Antibiotics policy toolkit
Document
Extinction or Regeneration 2023
Document
Life-threatening superbugs: how factory farm pollution risks human health
Document