European Antibiotic Awareness Day Sarah Earnshaw & Dominique L. Monnet

2 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

3 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

4 EU level

5 Examples of national campaign materials

6 Cision media monitoring survey – summary ( – )

7 Coverage peak on 18/19 November 2008

8 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

9 National activities Other activities TV 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

10 Use of EAAD visuals Other materials Swim armband Drinks coasters Presentation templates Exhibition posters Billboards Bookmarks for schools

11 How to improve European Antibiotic Awareness Day?  More online materials useful in the future  Earlier access to materials  Easier access to materials  TV spots  Inclusion of patient testimonies information for children  Questionnaires for the general public on AMR  Translation of campaign materials in all EU languages  Case studies from other countries  Identification of best practices and key challenges  Guidelines on processes and methodologies  Evidence on benefits of EAAD campaign MaterialsCoordination

12 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

13 New campaign materials & timing First half Updated EAAD film for 2009 TV spotsToolkit 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

14 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

15

16