PHE portrait A0 poster template - e-Bug · Title: PHE portrait A0 poster template Author: jon.white...
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© 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: [email protected] 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 [email protected] IMPLICATIONS
Transcript of PHE portrait A0 poster template - e-Bug · Title: PHE portrait A0 poster template Author: jon.white...
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© 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
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
IMPLICATIONS
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