1. Attitudes towards antibiotics and Vaccinations amongst 15-18 year olds 1 15-18 years project qualitative results

2. Session Outline 1.Project Background 2.Educational structure questionnaire results 3.Vaccinations results 4.Antibiotics results 5.Resource Idea Generation 6.Discussion Groups 2 15-18 years project qualitative results

3. Why did we undertake this project? Antibiotics 2010 Eurobarometer findings: 53% believed that antibiotics kill viruses and 47% believed that they are effective against colds and flu. 15 – 24yr olds were the least informed and highest users of antimicrobials. Vaccines Vaccine-preventable diseases still pose significant threats in Europe and across the globe. 16 – 18yr olds are the parents of the future 3 15-18 years project qualitative results

4. Project Aims 1.Determine where to focus the initiative i.e. the most appropriate educational venue. 2.Research young adults attitudes towards antibiotic use and vaccination uptake. 3.Develop an educational resource using the social marketing framework to facilitate behaviour change to improve responsible antibiotic use and increase vaccine uptake 4 15-18 years project qualitative results

5. Theoretical Background 5 15-18 years project qualitative results Product Price Promotion Place The Social Marketing Framework aims to motivate exchange of behaviour to improve health outcomes. Figure 1. The Marketing Mix Product – the desired behaviour Place – where to engage the audience Price – the cost of the behaviour and barriers to overcome Promotion – communication of campaign messages

6. Theoretical Background The Theory of Planned Behaviour 6 15-18 years project qualitative results

7. Collaborative Group Main Partners United Kingdom Saudi Arabia France Cyprus 7 15-18 years project qualitative results Work Package 1 Belgium Czech Republic

8. Project Outline 8 15-18 years project qualitative results Work Package 1: A detailed review of the educational structure in each country and current information on antibiotics and vaccines. Work Package 2: Qualitative investigation into the knowledge and attitudes of students and educators toward antibiotics and vaccinations. Work Package 3: Analysis of the data from Work Package 1 and 2. Work Package 4: Development and translation of a pilot educational programme in each partner country.