The “Obiettivo Antibiotico” Campaign on Prudent Use of Antibiotics in Sicily, Italy: The Pilot Phase

Martina Barchitta, Annalisa Quattrocchi, Andrea Maugeri, Maria Clara La Rosa, Claudia La Mastra, Guido Basile, Giovanni Giuffrida, Francesco Mazzeo Rinaldi, Giuseppe Murolo and Antonella Agodi
Additional contact information
Martina Barchitta: Department of Medical and Surgical Sciences and Advanced Technologies “GF Ingrassia”, University of Catania, 95123 Catania, Italy
Annalisa Quattrocchi: Department of Primary Care and Population Health, University of Nicosia Medical School, Ilia Papakyriakou, 2414 Engomi, Nicosia, Cyprus
Andrea Maugeri: Department of Medical and Surgical Sciences and Advanced Technologies “GF Ingrassia”, University of Catania, 95123 Catania, Italy
Maria Clara La Rosa: Department of Medical and Surgical Sciences and Advanced Technologies “GF Ingrassia”, University of Catania, 95123 Catania, Italy
Claudia La Mastra: Department of Medical and Surgical Sciences and Advanced Technologies “GF Ingrassia”, University of Catania, 95123 Catania, Italy
Guido Basile: Department of General Surgery and Medical-Surgical Specialties, University of Catania, 95123 Catania, Italy
Giovanni Giuffrida: LaPoSS—Laboratory of Policies and Social Services, University of Catania, 95121 Catania, Italy
Francesco Mazzeo Rinaldi: LaPoSS—Laboratory of Policies and Social Services, University of Catania, 95121 Catania, Italy
Giuseppe Murolo: Department of Health of the Sicilian Region, DASOE, 90145 Palermo, Italy
Antonella Agodi: Department of Medical and Surgical Sciences and Advanced Technologies “GF Ingrassia”, University of Catania, 95123 Catania, Italy

IJERPH, 2020, vol. 17, issue 9, 1-10

Abstract: The issue of antimicrobial resistance (AMR) is a focus of the World Health Organization, which proposes educational interventions targeting the public and healthcare professionals. Here, we present the first attempt at a regionwide multicomponent campaign in Sicily (Italy), called “Obiettivo Antibiotico”, which aims to raise the awareness of prudent use of antibiotics in the public and in healthcare professionals. The campaign was designed by an interdisciplinary academic team, and an interactive website was populated with different materials, including key messages, letters, slogans, posters, factsheets, leaflets, and videos. The campaign was launched in November 2018 and, as of 21 December 2018, the website had a total of 1159 unique visitors, of which 190 became champions by pledging to take simple actions to support the fight against AMR. Data from social media showed that the audience was between 18 and 54 years of age, with a high proportion of female participants (64%). Interestingly, the LinkedIn page received more than 1200 followers, and Facebook 685 followers. The number of actions taken (pledges) by the audience was 458, evenly divided between experts (53%) and the general public (47%). Additional efforts are needed to reach more people, thus future efforts should focus on further promotion within the Sicilian region to sustain the engagement with the campaign.

Keywords: prudent use antibiotics; campaign; communication; antimicrobial resistance (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2020
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