Appropriate Antibiotic Use
Educational
Outreach to Public and Providers -
New Mexico Department of Health
Challenges
As widespread use of antibiotics has increased, bacteria’s
resistance to them has grown. Cooney Watson and Associates was
contracted by the Department of Health to produce an educational
campaign that would be culturally appropriate, with materials for
parents of young children as well as family practice physicians
and pediatricians to educate them on their respective roles in
the appropriate use of antibiotics.
Activities
Prior to developing the campaign, two sets of intercept interviews
were conducted to include Hispanic, Native American and Anglo
populations – primarily with parents of young children.
Other activities included:
The New Mexico Medical Review Association conducted a statewide
written survey among pediatricians, targeting physicians in the
Albuquerque, Gallup, Shiprock and Las Cruces areas.
Program staff reviewed existing educational materials and educational
activities available through the Centers for Disease Control
and Prevention. Appropriateness of these materials
to New Mexico’s target audiences was assessed based on
cultural/ spiritual beliefs and literacy levels. Because the
national campaign utilized an owl – the symbol of death
in Navajo culture – CWA had to create a New Mexico-specific
campaign.
Materials produced included a tri-fold brochure (English and
Spanish), single-panel rack cards (English and Spanish); stickers,
and radio and television announcements in English and Spanish.
Innovative materials such as puppets were used in the television
spots because they had an appeal across multiple cultures.
Partners such as Walgreen’s and Rite-Aid pharmacies were
enlisted to distribute the rack cards (with special emphasis
on putting them out in pharmacies during flu season).
“Kits” consisting of brochures, stickers, etc.
were mailed to every family practice physician and pediatrician
in the state working with committees of the New Mexico Medical
Society.
Materials developed
for this campaign:
Brochure
Rack Cards
Stickers
Radio and television
announcements in
English and Spanish
