Strategie komunikacyjne Unii Europejskiej w dziedzinie zdrowia
Health communication strategies of the European Union

Summary/Abstract: Public health is one of the priorities of the European Union. The EU institutions complement and encourage the member states to take action for protecting and improving health. Promotion of health is of particular importance for contemporary European society and for that reason the EU health communication strategies, directed to the EU citizens, were analyzed. The European Antibiotic Awareness Day was presented as an example of a public health campaign conducted in the EU. The study explores: the role of press, radio and television and the significance of new media in the EU communication strategies concerning health; the citizen empowerment and the activity enhancement (especially engaging the patient in health communication); as well as health education.

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