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To raise awareness of antimicrobial resistance (AMR), a global public health issue.
Without being able to accurately determine the type of infection a patient has, many healthcare providers are simply prescribing antibiotics regardless of whether it is needed or not. As a result, many microorganisms are becoming resistant to antibiotics. This means that in the very near future we may be left without any drugs at all to fight serious, resistant infections. It was decided that the campaign would target healthcare professionals in the infection prevention field.
The campaign focused on getting this message across by creating thought provoking ads, tradeshow graphics, videos and webinars, all focused on antimicrobial resistance (AMR). In addition a micro-website was created that included videos from global key opinion leaders. The idea was to promote a global discussion about AMR.