Use it right, it matters: federal government and Havas fight antibiotic resistance with campaign

The development of antibiotics is one of the most significant achievements of modern medicine. Thanks to these drugs, it is possible to cure dangerous diseases such as pneumonia or blood poisoning, which were often fatal in the past. However, if antibiotics are taken too often or incorrectly, bacteria become resistant and the antibiotics lose their effect. This increases the risk that certain infections in humans or animals will be difficult or impossible to treat.

Maintaining the effectiveness of antibiotics requires not only the commitment of experts. Patients and animal owners should also handle these drugs responsibly. Surveys have shown that there are still gaps in knowledge among the population. With a broad-based campaign, the federal government therefore wants to inform people about the importance of antibiotics, the risks of resistant bacteria and the correct use of these drugs in humans and animals.

The campaign will be launched throughout Switzerland with TV commercials, posters, online advertising and a campaign website and is expected to run for four years. Animated characters provide information under the slogan "Antibiotics: Use them right, it matters" about the careful use of these medicines and the consequences that bacteria that have become resistant can have for humans, animals, agriculture and the environment.

National Strategy on Antibiotic Resistance StAR

The campaign is part of the national strategy against antibiotic resistance StAR, which was launched by the Federal Council in 2015. It is being implemented by the four Federal Offices of Public Health FOPH, Food Safety and Veterinary Office FSVO, Agriculture FOAG and Environment FOEN together with the stakeholders concerned. A total of 35 measures have been tackled since then and important progress has been made.

In veterinary medicine, the volume of antibiotics sold has been halved over the last ten years thanks to a wide range of measures. For example, the dispensing of certain antibiotics has been restricted, and therapy guidelines and information material have been developed. As a result, veterinarians and animal owners have become even more aware of the problem in recent years. A national information system for recording antibiotic prescriptions in veterinary medicine will also gradually make it possible to obtain a more precise overview of the use of antibiotics from 2019.

Farm animal owners are also aware of this in agriculture. Several agricultural sectors, together with veterinarians and farmers, have launched prevention programs to improve animal health, because healthy animals do not need antibiotics. These prevention programs are financially supported by the Federal Office for Agriculture. The efforts of the agricultural sector are reflected in the decreasing consumption of antibiotics since 2008.

In the human sector, the relevant medical societies have formulated uniform prescription guidelines that apply throughout Switzerland. The medical profession (general practitioners and specialists) is called upon to apply these guidelines in their therapeutic decisions. The guidelines define when antibiotics should be used and include information on the choice of the appropriate antibiotic, dosage and duration of therapy. A new online platform also gives physicians an overview of the latest regional resistance data.

The biennial Swiss Antibiotic Resistance Report shows that antibiotic consumption as a percentage of the total population has decreased slightly compared to the last reporting period. In the outpatient sector, consumption fell by around 5 percent, in the inpatient sector by around 10 percent. According to a survey of primary care physicians, antibiotics were prescribed in 29 out of 1000 consultations in 2017. This is significantly less than in the years 2006 to 2013, when 34 to 40 prescriptions per 1000 consultations were prescribed annually.

Antibiotic-resistant bacteria have been detected in isolated cases in Swiss waters. Some of these bacteria occur there naturally. The other part enters the lakes and rivers with the wastewater. Wastewater treatment plants already eliminate up to 99 percent of these microorganisms. The ongoing expansion of selected wastewater treatment plants with additional treatment stages also ensures that these organisms can be further reduced.

The World Health Organization's (WHO) World Antibiotic Awareness Week is taking place once again this year to draw the attention of experts and interested members of the public to the dangers of increasing bacterial resistance and to raise awareness of the prudent use of antibiotics. In Switzerland, various stakeholders are organizing panel discussions, training sessions, company tours or stand actions between November 12 and 18, 2018.

Responsible at the Federal Office of Public Health FOPH: Adrian Kammer (Campaign Manager), Karin Wäfler (Project Manager Strategy StAR), Lars Bo Müller (Project Manager Campaign StAR). Responsible at the Federal Food Safety and Veterinary Office FSVO: Kathrin Naegeli (Head of Communications). Responsible at the Federal Office for Agriculture FOAG: Jürg Jordi (Head of Communications). Responsible at the Federal Office for the Environment FOEN: Eliane Schmid (Head of Communications). Responsible at Havas: Nathalie Diethelm (CEO, overall responsibility), Peter Schaefer (Planning Director), Reto Schild (Chief Creative Officer) Patrick Beeli (Creative Director), Mathias Bart (Text), Martina Miani (Art Director), Helen Ingold (Graphics), Caroline Ronzani, Alexandra Cron (Consulting), Ilonka Galliard (Art Buying), Igor Santacatterina, Claudia Bont (DTP), Ryan Daynes (Digital), Peter Stirnemann, Jasmin Siahpoush (Media). PR and social media: Contcept Communication GmbH; Barbara Ryter (Owner and Co-CEO), Sarah Pietrasanta (Concept, Consulting), Martin Reichlin (Project Management, Consulting), Justyna Grund (Social Media Management), Danny Bron (Art Director). Production: Ambassadors Studio, Amsterdam (film production, animation, sound).