FOPH: Awareness campaign on the use of antibiotics
Havas Switzerland has further developed the campaign «Antibiotics: Let’s Use Them Right—It’s Important» for the Federal Office of Public Health. Through four creative concepts and targeted outreach, the campaign raises awareness about the proper use of antibiotics.
Antimicrobial resistance is one of the biggest challenges facing public health worldwide. To draw attention to this, Havas Switzerland, together with an interdisciplinary team from Zurich and Geneva, has developed the campaign "Antibiotics: Correct use is important" campaign developed by the Federal Office of Public Health. This has been running throughout Switzerland in German, French and Italian since November 1.
For the communication, the agency relied on four personas with different socio-demographic backgrounds, which use personal and supportive quotes to draw attention to the correct intake of antibiotics. A special focus was placed on the clearest possible messages in simple language, which were emphasized by the reduced design and rich colors.
The four subjects are targeted as banners, social media ads and YouTube pre-rolls and also reach the target groups via the landing page and pharmacy screens, internal communication media and giveaways from the Federal Office of Public Health. The campaign is part of the national strategy against antibiotic resistance StAR, which was launched by the Federal Council in 2015.
Responsible at the Federal Office of Public Health: Adrian Kammer (Campaign Manager), Tobias Frey (Project Manager). Responsible at Havas Switzerland Creative: Gabriel Mauron (Chief Creative Officer), Constantin Camesasca (Creative Director), Julia Fischhaber (Creative Director), Camille Delesalle (Management Director), Jasmine Pierce (Client Service Director), Sandra Kopplin (Senior Account Director), Pauline Charuel (Account Director), Helen Ingold (Junior Art Director), Dominik Cattaneo (Motion and Multimedia Developer). Responsible at Havas Switzerland Media: Nathalie Herrmann (Senior Account Director), Nicolai Abel (Head of Programmatic Hub), Lena Rüdisüli (Channel Expertise Consultant), Dimitri Kistler (Channel Expertise Consultant), Ahmed Aouad (Campaign Manager Digital). Production: Gruner Films (Tizian Gruner, Producer), Brauereisound (Ediz Kiracar & Flo Steinbach, Sound Designer). Social media and website: Contcept (Martin Winiker, Barbara Ryter, Sara Streule), Philippe Braun (website and programming).
