Promoting Antibiotic Stewardship and Supporting Underserved Communities
Case Study
FDA – Center for Veterinary Medicine
A New Edge Meets a Forged Legacy
The Center for Veterinary Medicine (CVM) wanted to create better awareness and education to support antimicrobial stewardship. Specifically to inform underserved farmers, ranchers, and other animal care providers about the significance of antimicrobial resistance (AMR) and about the importance of their role in helping to reduce its impact on human and animal health.
Arillic provided a key role in putting together a capable team; creating 508 compliant, accessible, and multilingual education materials; and supporting outreach. Arillic created awareness within the affected stakeholder groups and generated millions of impressions and thousands of interactions. Arillic guided creation of an ecosystem of stakeholders that shares the same understanding and awareness of antimicrobial stewardship. This awareness is also coupled with building trust required for long term sustainability.
Support Areas
- Research & Stakeholder Analysis
- Marketing and Communication Planning
- Branding and Graphic Design
- Social Media
- Advertising
- 508 and Accessibility Compliance
Challenges
Our team of communications specialist and subject matter experts worked diligienlty with CVM to locate and drive value to affected stakeholders.
Locating Stakeholders
Connecting a geographically-disparate, language-variant, and industry-diverse audiences.
Misinformation
Counteracting misinformation and misconceptions about stewardship, antimicrobials, and the role of veterinarians and the federal government.
Building Trust
Building trust and finding the right avenues and channels to connect with various stakeholder groups.
Solutions
Research
Harnessing and collaborating with industry-leading subject matter experts (SME’s) and scientist to ensure fidelity of information.
Bite-Sized
Design a segmented messaging framework that was versatile enough to connect with diverse audiences but still help create awareness.
Shared Values
Create a foundation for stakeholders to create a better veterinarian-client-patient relationship (VCPR) through shared values.
Potent Outreach
Created advertising campaign on social media and radio that received more than millions of impressions.