wp8 - awareness raising and communication plan · 2018-12-05 · • social media promotions...

WP8 - Awareness Raising and Communication Plan

A Social Behaviour Change Communication strategy

to tackle AMR and reduce HCAIs in Europe

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What is Social and Behaviour Change Communication (SBCC) for health?

SBCC for health is a research-based, consultative process that uses communication to promote and facilitate

behaviour change and support the requisite social change for the purpose of improving health outcomes

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Objective of EU-JAMRAI SBCC strategy

Main tool to guide the work developed by WP8 and ensure that all the

implemented activities are part of a well designed plan:

• Based on evidence

• Based on participation (shared and fed with inputs from partners and

stakeholders)

• With a clear vision

• With clear priorities and adapted to the available resources

• With defined and SMART objectives

• With well planned activities to be implemented in coordination with partners

• With sustainable results even after the end of the Joint Action

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Steps of the designing process of EU-JAMRAI SBCC strategy

1. Conducting a Situation Analysis

2. Defining foundations: vision + core challenge + root causes analysis

3. Assessing available resources + SWOT analysis

4. Defining a GLOCAL approach

5. Identifying audiences: potential + primary & secondary + influencers

6. Defining SMART communication objectives

7. Defining positioning pillars

8. Designing an implementation plan

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1. Situation Analysis

Before designing this strategy we conducted a

Situation Analysis that included:

• Key data on antibiotic consumption and the behaviours that contribute to

antibiotic misuse in the Human Sector: ESAC-Net data + Eurobarometer

• Key data on antibiotic consumption in the Animal Sector: ESVAC Report

• AMR awareness raising campaigns analysis

• Social media listening

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2. Defining foundations: Shared Vision

VISION

The European Union will be a best practice region where:

• Citizens are aware of the gravity of AMR and the risks associated to

inappropriate consumption of medicines

• Antibiotics are prudently prescribed and correctly used only when needed

• Infection prevention and infection control measures are effectively

implemented

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2. Defining foundations: Core challenge and Root Causes

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3. Resources assessment and SWOT analysis

To complete the situation analysis:

• Assessment of potential and available

human and financial resources

• Strengths

Weaknesses

Opportunities

Threats

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4. The GLOCAL approach

Think global, act local

Take a global issue and make it meaningful

to society at local level

The involvement of partners during the implementation of this plan

is the only way to ensure:

• Adaptation of the activities to local contexts

• Wide dissemination of the initiatives

• Sustainability

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• Healthcare professionals

• Healthcare students

• Politicians

• Veterinary and farmers

5. Identifying audiences

• General Public

• Educators

• Students

• Journalists

EU-JAMRAI

partners Activities

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5. Identifying audiences: Influencer Audience Ideal Profiles

Daphne Deckers

Dr. Ravina Kullar

Eric Van Den Heuvel

John Fishwick

Foster Farms

Maryn McKenna

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6. Communication objectives

Specific

Measurable

Appropriate

Realistic

Time-bound

To track

progress and

demonstrate

impact

Indicators

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1 Identify and design

successful SBCC activities

3 Evaluate

activities impact

4 Repeat/Replicate

most successful activities at local

level

EU-JAMRAI Communication Team (with partners support)

Joint Action Implementation Period

EU-JAMRAI Partners

After Joint Action

5 Sustainable

Behaviour change and awareness

raised.

EU-JAMRAI SBCC

strategy vision

2.1 Com Team

implements activities at EU level

2.2 Partners implement

activities at local level

Sustainable long-term results

Partners support Com Team with: •Translation of materials and campaigns •Adaptation to local context when needed •Dissemination at local level •Evaluation of impact at local level

The European Union will be a best practice region where: •Citizens are aware of the gravity of AMR and the risks associated to inappropriate consumption of medicines. •Antibiotics are prudently prescribed and correctly used only when needed. •Infection prevention and infection control measures are effectively implemented.

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7. Defining positioning pillars

Positioning statement

Europe fostering synergies to keep antibiotics working

Overall impression statement What should the audience feel after the key messages reach them?

• My actions are vital to fight against antimicrobial resistance

• I also have a role to play in the antimicrobial resistance battle

• The way I use antibiotics has consequences for the entire world population

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8. Implementation plan: the activities

• Training webinar on AMR lead by physicians and veterinarians

• Target: general media and health-specialized journalists

• Objective: providing clear and accurate scientific information so journalists

are able to correctly inform the audience about AMR

European Webinar

for journalists

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• World’s leading science communication competition

• Target: general public

• Objective: To enhance correct antibiotics use to change individual behaviours

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• International festival that aims to deliver interesting and relevant talks on

the latest science research in an accessible format across bars and pubs


• Objective: To enhance correct antibiotics use to change individual behaviours

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• Europe-wide public event dedicated to popular science and fun learning


• Objectives:

o To enhance proper hand washing in order to prevent infections and avoid the

use of antibiotics

o To enhance correct antibiotics use to change individual behaviours

European

Researches’ Night

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• Daily activity in Twitter, Facebook, Flickr and Instagram

• Target: all

• Objective: To enhance correct antibiotics use to change individual

behaviours in the human, animal and environmental sector

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• Social media promotions carried out in strategic moments of the project to

increase the number of followers and reach wider audiences

• Target: all (depends on the activity promoted)

• Objective: To enhance correct antibiotics use to change individual

behaviours in the human, animal and environmental sector

Social Media

Promotions

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• Award for the best symbol of the battle against AMR

• Target: all

• Objective: To boost the visibility of the threat and reinforce the link among

all sectors that are involved in the fight

AMR symbol ?

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• Fun video game about AMR, infection prevention and the consequences of the

misuse of antibiotics

• Target: Educators, Primary/high school students

• Objectives:

o To advocate for the inclusion of AMR in science educational curricula

o To enhance correct antibiotics use to change individual behaviours

Video game

for students

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• Video series of five chapters, each lasting one minute:

1. Don’t Leave It Halfway

2. Focused on the One Health approach

• Target: all

• Objectives: To enhance correct antibiotics use to change individual behaviours in

the human, animal and environmental sector

Video series

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#DontLeaveItHalfway

https://www.youtube.com/watch?v=_t8ew0k7jO4&list=PLrRj7XI9ALp93ubYkzz8SHCvQ9B1nc0ka

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• Postcards and infographics with attractive images and different short key

messages targeting each audience and disseminated through SM

• Target: Patients and families, Healthcare workers, Veterinarians, Farmers,

General audience

• Objectives: To enhance correct antibiotics use with a One Health Approach

Postcards and

Infographics

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• The communication team will launch at least one interview per quarter, which will be

carried out by key spokespersons in the field of AMR.

• Target: Politicians

• Objectives:

o To advocate for better policies design and better policies implementation

o To advocate for more resources investment in the important fight against AMR

Interview management with

key national spokesperson

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• One High Level European Meeting intended to set up a conclusion document that

could work as a road map

• Target: health authorities, stakeholders and international organizations

• Objectives:

o To advocate for better policies design and better policies implementation

o To advocate for more resources investment in the important fight against AMR

High Level Awareness and

Communication Meeting

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8. Implementation plan: Partners & Stakeholders participation

1 Create

EU-JAMRAI SBCC strategy

implementation team

Partners Com focal points

+

Regular meetings with stakeholders

2 Com Team

develops SBCC strategy

+

Partners consult strategy and give

inputs +

Executive Board approves the

strategy

3 SBCC

implementation team meeting

To assign tasks

+

To plan next steps

4 Presentation of SBCC strategy

at:

First EU-JAMRAI Annual meeting

+

First EU-JAMRAI stakeholder

forum

5 Coordinated

implementation of EU-JAMRAI SBCC strategy

EU level

+

Local level

Thank you!

Ana Navarro Tamayo

Laura Alonso Irujo

María Santacreu García

wp8 - awareness raising and communication plan · 2018-12-05 · • social media promotions...

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