European Antibiotic Awareness DaySarah Earnshaw & Dominique L. Monnet

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ECDC contribution in 2008

Official logo (translated into 25 languages)

Agreed key messages Template materials for posters, including logos and

slogans Campaign website, with links provided to national

campaign websites Media toolkit, including new data on antibiotic

consumption and antibiotic resistance Two special issues of Eurosurveillance dedicated to

antibiotic resistance Video materials

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Summary of successes in 2008

Participation of 32 European countries which held national events:

– 27 EU Member States– Iceland and Norway– Croatia, Former Yugoslav Republic of Macedonia, Turkey

Considerable press impact:– over 700,000 items on the internet– 355 articles in the media– potential audience: more than 12 million

EU political engagement through involvement through support from:

– the EU Commissioner for Health– the French EU Presidency– Members of the European Parliament

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EU level - 2008

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Examples of national campaign materials - 2008

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Cision media monitoring survey – summary (14.11.08 – 14.12.08)

Number of Articles 355Potential Audience Reach 12,112,437

EAV € 118,402Average Tone 0.17Impact Score 27%

Net Effect 3,121,673

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Coverage peak on 18/19 November 2008

Volume Over Time

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First European Antibiotic Awareness Day 18 November 2008

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EAAD Questionnaire results

All countries organised at least two activities All countries produced information materials Most countries used the ECDC campaign materials and tools Most countries had government support for the organisation

of EAAD Most countries had endorsement by non-governmental

organisations There is political support in most countries for EAAD in 2009 There is support for the focus on health professionals There is support for ECDC to further develop EAAD

materials There is a need of further development of the website and

additional content

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National activities

Other activitiesTV and radio interviews exhibition and posters campaign Launch a national AMR campaign Publication of guidelines on the use of antibiotics Launch of dedicated websites competitions in schools Launch of pilot information campaigns at regional level

90.63%

71.88%68.75%

62.50%

56.25%

40.63%

0%

10%

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30%

40%

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100%

Pressrelease

Pressconference

ScientificConference

Articles Publicawarenesscampaign

Other

National activities on European Antibiotic Awareness Day in 2008

75.00%65.63%

62.50%59.38%

43.75%

28.13%25.00% 25.00%

0%

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20%

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Materials developed on European Antibiotic Awareness Day 2008

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Use of EAAD visuals

Other materialsSwim armband Drinks coasters Presentation templates Exhibition postersBillboardsBookmarks for schools

90.63%

56.25%53.13%

12.50%

0%

10%

20%

30%

40%

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90%

100%

Logo Kicking Hedgehog Sitting Hedgehog Scarf

Use of EAAD visual materials

62.50%53.13%

46.88% 43.75%

28.13%21.88%

18.75%15.63%

0%

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30%

40%

50%

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70%

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90%

100%

Types of materials produced using the EAAD visual materials

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How to improve European Antibiotic Awareness Day?

More online materials useful in the futureEarlier access to materials Easier access to materialsTV spotsInclusion of patient testimonies information for children Questionnaires for the general public on AMRTranslation of campaign materials in all EU languages

Case studies from other countries Identification of best practices and key challenges Guidelines on processes and methodologiesEvidence on benefits of EAAD campaign

Materials Coordination

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ECDC activities 2009

Evaluate 2008 activities Develop programme of preparatory meetings Develop new campaign materials Consolidate third party stakeholder support Develop opportunities for scientific publications Develop media hooks to raise awareness Benchmark knowledge, attitudes and behaviour

toward antibiotics through Eurobarometer

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New campaign materials & timing

First half

Updated EAAD film for 2009

TV spots Toolkit of briefing materials aimed at healthcare professionals

Second half

EAAD banner for display in prominent locations

Multi-lingual website

Media toolkit, including summary of latest EARSS and ESAC data

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Multi-lingual EAAD website: a preview

Country activities to be updated by National AMR Focal Points

Multi-lingual website launch in September

Toolkit for briefing materials aimed at general public, primary care prescribers, TV spots and media toolkit

Materials links to examples of national campaign materials from 2008

http://antibiotic.ecdc.europa.eu

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http://antibiotic.ecdc.europa.eu

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http://antibiotic.ecdc.europa.eu