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 Toolkit of briefing materials aimed at general public

The toolkit offers template materials and advice on how campaign organisers could engage with the general public so as to promote appropriate and responsible use of antibiotics.


The template materials include key messages and slogans, logos and visuals as well as suggested materials for use by health authorities in member states.

The template materials have been developed with a view of capturing the basic messages that should be directed towards the general public on this occasion, with a view to resonating in particular with parents and carers of young children, due to the fact that antibiotic consumption in young children is generally high. The materials can be used in a number of communication tools aimed at the general public: posters, advertisements in newspapers, letters, postcards.

A key multiplier of these messages are school doctors/nurses and general practitioners, who can disseminate the information and help educating the general public about the proper use of antibiotics and the importance of keeping them effective.

European Antibiotic Awareness Day Campaign Communication Materials

Downloadable campaign communication materials are posted on this web page and we welcome the use of the materials in local and national campaigns and events.

About the downloadable materials

The campaign communication materials provided on this page were created with the aim of facilitating the development of coordinated campaign materials on European Antibiotic Awareness Day in EU member states. They provide a common visual identity and content to the campaigns across the EU member states and help to make the messages more recognisable and consistent, thus more memorable.



 Key messages


 European Antibiotic Awareness Day key messages

Kicking hedgehog/Smiling
Sitting hedgehog/Smiling
European Antibiotic Awareness Day scarf
Kicking hedgehog/Straight-faced
Sitting hedgehog/Straight-faced

 ​TV and Web Spots: Adaptation at national level

Downloadable video files in broadcast quality for editing (“clean master versions”)
1. Watch the films and choose which one(s) you would like to use
2. Adapt in your national language: To produce an adaptation you will need to add:  
  • - text graphics in your local language (for both TV and web spots)
  • - a speaker voiceover in your local language. (only for the three TV spots)

TV spots


 The Lightbulb: 30 seconds 


The Lightbulb: 15 seconds 


​Hedgehog Animation: 15 seconds 

Watch the video

Downloadable video file for editing

Online Web spot


Sneezing Panda: 15 seconds 

Watch the video

Downloadable video file for editing


 Instructions for use of these materials


For further detailed information on why these particular visuals were selected and for instructions for use, please see the Instructions for use of these materials.

ECDC would like to hear from you!

ECDC would be interested to know how and where the campaign communication materials are used, particularly if you think that your initiatives could be listed on the ‘National activities’ page of this website. For any questions you may have on the materials, please contact:

Terms of use

Permission to use the European Antibiotic Awareness Day campaign communication materials is granted to all non-profit organizations and healthcare associations as well as all European healthcare authorities and governmental bodies conducting campaigns aimed at reducing antibiotic resistance and promoting the appropriate use of antibiotics.
Any other entities must obtain the consent of the ECDC before using the European Antibiotic Awareness Day campaign communication materials. To obtain permission for use of these materials, please contact:



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