© Crown copyright

Developing educational resources around antibiotic use for

15-18 year olds based on qualitative interviews in England,

France, Cyprus and Saudi Arabia Meredith K.D. Hawking, Donna M. Lecky, Pia Touboul Lundgren, Eman Aldigs,

Hind Abdulmajed, Demetra Hadjichambi, Eleni Ioannidou & Cliodna A.M. McNulty.

AIMS

INTERVIEW RESULTS: MAIN TARGET BEHAVIOURS FOR INTERVENTION

BACKGROUND INFORMATION

15 – 24 year olds are the least informed and highest adult users of

antimicrobials, but are the most likely to change their minds on

antibiotic use after receiving information about it.

SOCIAL MARKETING FRAMEWORK

150 students aged 15-18 years

participated: 63 student interviews and

87 in focus groups. 75% were female.

41 educators took part. Participants

were from four countries: UK, France,

Cyprus and Saudi Arabia.

This framework is used as a basis for campaigns. It aims to

motivate behaviour change to improve health outcomes.

Product

Price

Promotion

Place

Product – the

desired behaviour Place – where to

engage the

audience

Price (Behavioural

cost) – the cost of

performing the

behaviour and barriers

to overcome

Promotion –

communication of

campaign

messages

Through questionnaire and qualitative methods:

1. Determine the most appropriate educational venues.

2. Research young adults’ attitudes towards antibiotic use.

3. Research approaches that are effective in changing attitudes

to antibiotic use and behaviours in young adults.

4. Develop an educational resource using the social marketing

framework to facilitate behaviour change to help contain AMR

SAMPLE

Corres. Auth: Meredith Hawking

T: 0300 422 5431

E: meredith.hawking@phe.gov.uk

Low knowledge about why they

should finish course and AMR.

Don’t like taking medication, think it will weaken their immune system

Some stop early to drink

alcohol or because they

feel better

Think it is

‘normal’ to not

finish the

course

Encouraging prescription adherence

“We are cured, why

continue?”

Student, Saudi Arabia

“A lot of young people

have so much on their

plate, so they forget”

Student, UK

Think young people

shouldn’t have to

worry about AMR

RESULTS: BEHAVIOURAL COST RESULTS: PROMOTION & PLACE

Not taking antibiotics for uncomplicated

URTIs:

• Means feeling unwell for longer

• Your absence from school may not seem

justified to others

• Longer absence from school may make

you fall behind in lessons

Taking antibiotics as prescribed:

• Means swallowing more tablets, and this is

difficult

• Antibiotics taste horrible

• It is a hassle and gets in the way of their

busy lifestyles

• Can get unpleasant side effects like thrush

• Means avoiding alcohol (UK Only)

Information Channels

• School lessons

• School support services

• Health care providers (GPs)

• Internet

Resource Suggestions

• Lesson plans with animations

• Debate cards

• Peer education

• Website

• Reminder apps for phones

• Antibiotic Information leaflets when

they receive a prescription

• Case studies featuring young people

Based on these findings the e-Bug team

are currently developing a package of

resources for 15-18 year olds which will be

available for European Antibiotic Awareness

Day 2014, from www.e-Bug.eu

Low knowledge about the difference

between viruses and bacteria.

Personal experience of taking antibiotics for URTI - believe they work

Easy to get antibiotics–

some expect them

Antibiotics

seen as a

‘cure all’ like

painkillers

Reducing use of antibiotics to treat uncomplicated URTIs

“They just think it’s

just like any other

medicine that they

are taking.” Student, UK

“There is a reckless use, they can

even get them from pharmacies

without a prescription” Educator, Cyprus

If you would like to help us

evaluate the new

resources, please visit the

e-Bug stand to speak to a

member of the team or

contact Dr Cliodna McNulty,

e-Bug project lead, on:

Thought that URTIs were

‘serious’ conditions that

require antibiotics

Some students

have difficulty

swallowing

tablets or dislike

the taste

Students don’t

take antibiotics

or stop early

because of the

side effects

Feel that GPs don’t

explain why they

should finish the course

and students are not

taught why at school

Have difficulty

communicating with

GPs and can feel

‘fobbed off’ if they

don’t get antibiotics

Some confuse

painkillers and

antibiotics

cliodna.mcnulty@phe.gov.uk

IMPLICATIONS