Campaign “Antibiotics by the Rules”

CHALLENGE

Every year, Ukrainians use more and more antibiotics. This means more risks of antibiotic resistance, which is the resistance of bacteria to one or more of these drugs. When it occurs, a person may get sick, but an antibiotic will not help. If this continues, we will once again find ourselves in a situation where we cannot treat a sore throat, and bacterial pneumonia will lead to death.

STRATEGY

We conducted a study and realized that many Ukrainians are used to prescribing antibiotics on their own because it is “more convenient”. To change this pattern of behavior, we developed 5 rules for responsible antibiotic use and helped doctors explain the rules at those “crucial moments.”

We created 5 videos with familiar situations when people prescribe antibiotics. And in each video, we integrated 1 rule of proper medication use.

CAMPAIGN
DEVELOPMENT

We turned short versions of the video stories into pre-rolls for YouTube. They led to the main platform of the campaign - antibacterium.com.ua. It was there that we explained in detail the rules for taking antibiotics and refuted myths.

As an additional communication channel, we used the Facebook page of Arterium Corporation.

RESULTS:

Site antibacterium.com.ua:

5 782

views

178

map marks

Facebook:

3 420 883

reach

10 000

interactions

YouTube:

1 351 250

reach

Special projects:

1 891 200

reach

Media:

164 000

coverage

Total reach:

6 833 115

contacts

(1.8 million more contacts than planned)