The campaign on the correct use of antibiotics is aimed at discouraging the use of antibiotics when not necessary in order to counter the increase in antibiotic resistance, a phenomenon representing a worldwide emergency, so much so as to cause fear, in a near future, of no longer being able to possess effective "weapons" to fight infections. An excessive and improper use of antibiotics, in fact, accelerates the appearance and spread of resistant bacteria and therefore favours the progressive loss of their effectiveness. In addition, data on antibiotic consumption show that Italy ranks at the top places in Europe, with a seasonal peak in the months between January and March, coinciding with the increase in cases of influenza.

GOALS

The campaign aims to raise patients’ awareness on the importance of not taking antibiotics to treat the flu, viral infections or colds- not of bacterial origin, to use antibiotics only when necessary and upon a medical prescription, strictly following the doses and times of therapy in order not to invalidate its effects.

TARGET

General population, with particular reference to the female population (due to the role played in the treatment process) and to the elderly, more affected by polypathologies and therefore subject to a higher number of antibiotic prescriptions.

MESSAGES

1. Antibiotics should be used only when necessary, under medical prescription, strictly observing the doses and duration of therapy indicated by the medical doctor. This content is aimed at informing the general population about the risks that may be associated with self-treatment, the spontaneous interruption of therapy or the administration of inadequate doses, risks that can affect both the effectiveness of the treatment and the development of resistant bacteria;
2. Antibiotics do not cure viral diseases. Seasonal diseases such as colds, flu and other viral diseases of the respiratory system shall be carefully evaluated by the medical doctor, who is the only person able to determine if there is a viral or bacterial infection;
3. Using antibiotics well is the responsibility of the individual towards his/her own health to always have effective medicines available for his/her own pathology and it is also a collective responsibility, since favouring the development of antibiotic resistance through improper use of antibiotics jeopardises the health of the community.

TOOLS

The messages described above will be conveyed through both television and radio broadcasting channels and by resorting to press campaigns, billboards, dynamic urban advertising and awareness-raising actions on social media.