15-18 year project background - Donna Lecky

Attitudes towards
antibiotics and
Vaccinations amongst
15-18 year olds
115-18 years project qualitative results

Session Outline
1.Project Background
2.Educational structure questionnaire results
3.Vaccinations results
4.Antibiotics results
5.Resource Idea Generation
6.Discussion Groups
215-18 years project qualitative results

Why did we undertake this project?
Antibiotics
2010 Eurobarometer findings:
•53% believed that antibiotics kill viruses and 47%
believed that they are effective against colds and flu.
•15 –24yr olds were the least informed and highest users
of antimicrobials.
Vaccines
•Vaccine-preventable diseases still pose significant
threats in Europe and across the globe.
•16 –18yr olds are the parents of the future
315-18 years project qualitative results

Project Aims
1. Determine where to focus the initiative i.e. the
most appropriate educational venue.
2. Research young adults’ attitudes towards
antibiotic use and vaccination uptake.
3. Develop an educational resource using the
social marketing framework to facilitate
behaviour change to improve responsible
antibiotic use and increase vaccine uptake
415-18 years project qualitative results

Theoretical Background
515-18 years project qualitative results
Product
Price
Promotion
Place
The Social
Marketing
Framework aims
to motivate
exchange of
behaviour to
improve health
outcomes.
Figure 1. The Marketing Mix
Product –the
desired
behaviour
Place –where to
engage the
audience
Price –the cost of
the behaviour and
barriers to
overcome
Promotion –
communication of
campaign
messages