european antibiotic awareness day sarah earnshaw & dominique l. monnet
TRANSCRIPT
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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Nu
mb
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of
Art
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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%
20%
30%
40%
50%
60%
70%
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90%
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%
10%
20%
30%
40%
50%
60%
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90%
100%
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%
50%
60%
70%
80%
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%
10%
20%
30%
40%
50%
60%
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