World Health Organization
WHO is the directing and coordinating authority on international health within the United Nations system, with 194 Member States. The WHO Regional Office for Europe is one of the six WHO regional offices.

The WHO 13th General Programme of Work (GPW 13) has three interconnected strategic priorities to ensure healthy lives and well-being for all ages — achieving universal health coverage, addressing health emergencies and promoting healthier populations.

WHO works worldwide to promote health, keep the world safe, and serve the vulnerable. The first paragraph of the WHO Constitution provides that "health is a state of complete physical, mental and social well-being and not merely the absence of disease or infirmity".
Public Health Center of the Ministry of Health of Ukraine
The Public Health Centre is the government agency responsible for protecting, maintaining and improving public health; monitoring and preventing disease outbreaks; researching causes of illness and operating prevention programs. It is also responsible for oversight of biosafety, epidemiological surveillance, and strategic public health management.
Context
There are over 35,000 bacteria known to mankind. Each type of antibiotic is effective only against certain bacteria. Although it is impossible to choose the "right" antibiotic without the help of a doctor, people keep trying to do so. Either they are reluctant to see a specialist or simply don't want to stay sick. The wrong antibiotic can lead to increased microbial resistance, i.e. boost bacteria strength and numbers. Antibiotic resistance is one of the biggest threats to humanity, reports WHO. According to the Antimicrobial Resistance Report, "at least 700,000 people die each year due to drug-resistant diseases". It is estimated that the death toll from "superbug" is likely to reach 10 million by 2050.
Goals
Behavioral change: We encourage people to avoid self-medication with antibiotics and pharmacists not to dispense antibiotics without prescription. In the case of illness, WHO advises people to see a doctor before taking any drugs.

Education: We explain the risks of buying antibiotics without a prescription and the danger of antibiotic resistance to non-doctors and advise doctors on the AWaRe classification of antibiotics and how they should be prescribed.
Objectives
We shall:
  • make sure that antibiotics are purchased only with a doctor's prescription;
  • ensure that doctors do not prescribe antibiotics unnecessarily;
  • emphasize the important role of pharmacists in the healthcare system.
Challenges
People buy medicines based on their own experience or the advice of their family/neighbors, unaware of antibiotic resistance.

Customers put pressure on pharmacists to sell antibiotics over the counter.

Only a few doctors know about AWaRe, and many do not follow the WHO antibiotic prescribing guidelines.
Target audience
A mother, aged 25-40, an active internet user and a doer.
She is a family health decision-maker, a so-called "family's Ministry of Health".

Pharmacists and doctors of all ages, particularly pediatricians and general practitioners. These people need to know everything about antibiotics, and we are here to help them.
Solution
Stereotypes
"No time to get sick!"
"Antibiotics are the heavy artillery in the battle against germs."


People think they are competent in antibiotic prescribing and know better than doctors and pharmacists about medical care.
Our idea is to show that this is not the case.
We want to show that IT IS A DOCTOR'S JOB TO WRITE AN ANTIBIOTICS PRESCRIPTION.
Video
We have created a series of fun karaoke videos to show the variety of bacteria species and explain their sometimes very strange and scary names. These videos are the first step for viewers to take interest and learn more about bacteria on the Campaign Website, the epicenter of our information campaign.
Website
The website is not just a website. In addition to a design solution that displays the myriad of bacteria in the world, we have created an educational content platform for both target audiences. The website tells us all about antibiotics, their proper and safe use, and their purpose.
antibiotics.expert
Media
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