Couverture Antibiotics, are not systematically useful 1
An «anomaly» in terms of communication with a bear target - 25% over five years. contrary to most campaigns Couverture European Workshop on the fight against resistance to Antibiotics 6 th 7 th november 2008 2
Success factors 3
Getting all medical parties involved Upstream discussion with general practicioners, in order to identify brakes and levers related to behaviour change Some tools to make GPs practice easier: Tonsillitis rapid diagnosis test: 23,000 trained doctors, 8 million spread tests, a 50 % - penetration rate, Synthesis related to references used by the French Health Products Safety Agency (Afssaps) and to decision-making responsibility diagrams Specialized paper subject files Practical details sheets, and so on 4
A media action mix working in a synergical and didactic way 2-phase structured TV campaigns: _ 1st phase (from 2002 to 2006) : raising doubts about the «common and not serious winter illnesses = antibiotics» reflex _ 2 nd phase (from 2007 to 2009) : making people understand that «Viral = no antibiotics» A consistency between an important media investment, the epidemic disease winter feature and prime times. Radio messages in order to combat préconceived ideas Pressrelations campaigns to alter perceptions and attitudes that the general public has concerning antibiotics Some publishing tools and a reference website are added to those elements in order to build knowledge 5
A continuous assessment system Analysis of consumption development taking into account epidemic variations in partnership with the Pasteur Institute Action assessment carried out by a survey institute: _ Upstream: an exchange of views between patient and doctor to decode determining regarding factors antibiotic s prescription, _ At the end of each winter period: a barometer related to knowledge, patients attitudes and behaviour Pre-tests and post-tests related to all media and out-of-media tools. 6
A programme that has consequences on an opinion system which is becoming more developped and sharper In order to act on young children s consumption: _ Actions concerning young children s parents : teaching tools especially created for them _ actions intended for healthcare professionals specialized in care provided to young children (nursery nurses, nursery assistants) in order to train them and to make sure the message is permanent In order to widen influence on other audiences: hospital practitioners, emergency doctors, surgeons, and so on 7
Knowledge has been advancing since 2002 23% of French people declare that they expect an antibiotic prescription ; there were 37% before (a 14-point decrease) 25% of parents expect antibiotics for their children ; there were 45% in 2002 (a 20-point decrease) Today, 49% of French people know that «if an infection is a viral one, it is useless to take antibiotics» 8
To conclude A campaign which demonstrates the capability to change behaviour to satisfy 3 conditions: _ Acting in an overall way by making doctors practice easier _ Educating patients in order to give them new reference points _ Acting over a long period in order to establish new behaviour 9