How can we trigger a global change in behaviour on the problem of antimicrobial resistance, when the majority of the lay public is not even aware that this is an issue?

How can we ask individuals to make different decisions about antibiotics?

We built a pan-EU campaign, designed to go viral, to address the lay public on the abuse and uncontrolled use of antibiotics.

Because antibiotic misuse stems from a general ignorance and misconception of how antibiotics work (virus v. bacteria), we needed to start the discussion in local countries around these common misconceptions and their related behavioural habits. There are consequences due to the lack of understanding around antibiotic use.

It is essential to change the lay public’s perspective on antibiotic use.