1. ecdc.europa.eu Sarah Earnshaw, ECDC E-BUG, Warsaw, 19 June 2008 European Antibiotic Awareness Day

2. 2 What is – European Antibiotic Awareness Day? European Antibiotic Awareness Day will be an annually reoccurring event that will raise awareness on how to use antibiotics in a responsible way that will help keep them effective also in the future 18 November 2008 will mark the first-ever European Antibiotic Awareness Day which will be celebrated across Europe

3. 3 Who is responsible for - European Antibiotic Awareness Day? European Antibiotic Awareness Day is an initiative of ECDC, working in partnership with the European Commission, National AMR Focal Points, WHO, the European Society of Clinical Microbiology and Infectious Diseases (ESCMID) and the Standing Committee of European Doctors (CPME) Follows from significant political interest from MEPs, who in a STOA report, as well as through Parliamentary Questions, have called on the ECDC to increase public awareness about antibiotic resistance

4. 4 Launch of European Antibiotic Awareness Day in the European Parliament, October 2007

5. 5 Why do we need a – European Antibiotic Awareness Day? Inappropriate use of antibiotics has become a serious threat to public health in Europe –Taking antibiotics for the wrong reasons or incorrectly causes bacteria to develop resistance against antibiotic treatments. So when you need antibiotics in the future they may no longer work! Keeping antibiotics effective is everyone’s responsibility –Responsible use of antibiotics can help stop resistant bacteria from developing and help keep antibiotics effective for the use of future generations. On this basis, it is appropriate to inform about when and how to take antibiotics responsibly.

6. 6 2008 Campaign Objectives To inform the general public about: –When to take antibiotics –How to take antibiotics –Why responsible use of antibiotics is important To build on and reinforce the success of national campaigns on rational use of antibiotics

7. 7 Overview of ECDC activities towards the day… 18 November 2008 designated as first ever European Antibiotic Awareness Day Establishment of Technical Advisory Committee (national experts, Commission, WHO EURO, CPME, ESCMID) Securing political commitment at EU and national level – ECDC letter to Health Ministers, EU Presidency (Council conclusions), Commission (EU Health Commissioner to discuss EAAD at EU Health Council on 10 June) and Parliament (18 October 2007 event) Close cooperation with national AMR focal points to create national synergies (meeting with CMOs in Slovenia, March 2008)

8. 8 Dominique Monnet presenting at Joint AMR Focal Points/CMO meeting in Slovenia, March 2008

9. 9 Overview of ECDC activities towards the day… Outreach to media, clinicians, scientists, parents, and other stakeholder groups Seminar for journalists on antibiotic resistance and the European Antibiotic Awareness Day at ECDC on 30 May Preparation of campaign slogans, visuals and key messages Establishing a public website to act as a central portal for the European Antibiotic Awareness Day Planning major press event in the European Parliament on 18 November 2008 – prior delivery of media toolkit to Member States

10. 10 Slogans, Visuals & Key messages Slogan Visuals Key messages To provide the basics for development of comms tools To establish visual identity of the campaign To ensure consistency in the main messages of the campaign To be combined for different target audiences

11. 11 Generic Campaign Logo

12. 12 Key messages # EXAMPLE Cold? Flu? Get well without antibiotics! A. Antibiotics are effective only against bacterial infections - they cannot help you recover from infections caused by viruses such as common colds or influenza (flu). B. Antibiotics do not prevent viruses from spreading to other persons. C. Taking antibiotics for the wrong reasons, such as against colds or flu, causes bacteria to develop resistance against antibiotic treatments. So when you do need antibiotics in the future they may no longer work. D. Always seek your doctor ’ s advice before taking antibiotics!

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14. 14 Examples of Planned National Activities Press conference with Health experts & AMR experts National conference on AMR involving doctors, pharmacists, vets & dentists Editorials in national medical journals Letter from Health Minister to all doctors Leaflets & posters for general public Development of in-school activities for children & parents TV spots

15. 15 Partnership opportunities Links to be established between European Antibiotic Awareness Day website and E-bug website, including logos Information on E-BUG to be included in media pack to be distributed to all EU Member States ahead of 18 November: –Audiovisual clips –Background information www.ecdc.europa.eu| info@ecdc.europa.eu