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A process evaluation of the UK-wide Antibiotic Guardian campaign: developing engagement on antimicrobial resistance.
- Source :
- Journal of Public Health; Jun2017, Vol. 39 Issue 2, pe40-e47, 8p
- Publication Year :
- 2017
-
Abstract
- Background Public Health England developed and led a new UK-wide pledge campaign aiming to improve behaviours around the prudent use and prescription of antibiotics. This paper presents a process evaluation for the first season of the campaign to determine the impact of the campaign and inform future campaigns. Methods Data were collected from AntibioticGuardian.com and Google analytics between August 2014 and January 2015. The primary outcome was the decision to pledge and was assessed according to target audience, location, source and route of referral to the website. Results There were 47 158 unique visits to the website and 12 509 visitors made a pledge (26.5%) to become Antibiotic Guardians (AGs); 69% were healthcare professionals. Social media directed the most traffic to the website (24% of the public that signed up cited social media as how they discovered the campaign), other acquisition routes such as self-directed, email or website referral, were more effective at encouraging visitors to pledge. Conclusions The campaign completed its goal of 10 000 AGs in the first year. Further work is required to improve engagement with target audiences and determine whether this campaign has an impact on antibiotic consumption and prescribing behaviour among the public and healthcare professionals. [ABSTRACT FROM AUTHOR]
- Subjects :
- SUBSTANCE abuse prevention
HEALTH promotion
ANTIBIOTICS
BEHAVIOR modification
COMMITMENT (Psychology)
CONFIDENCE intervals
DRUG resistance in microorganisms
DRUG prescribing
HEALTH behavior
HEALTH education
MOTIVATION (Psychology)
PAIRED comparisons (Mathematics)
PUBLIC health
REGRESSION analysis
RESEARCH funding
PHYSICIAN practice patterns
LOGISTIC regression analysis
HEALTH literacy
EVALUATION of human services programs
DATA analysis software
ODDS ratio
Subjects
Details
- Language :
- English
- ISSN :
- 17413842
- Volume :
- 39
- Issue :
- 2
- Database :
- Complementary Index
- Journal :
- Journal of Public Health
- Publication Type :
- Academic Journal
- Accession number :
- 123579741
- Full Text :
- https://doi.org/10.1093/pubmed/fdw059