The Self-Medication Matters campaign by SVOPL aimed to inform and educate the Czech public about the responsible use of non-prescription medicines, helping individuals understand when and how to manage minor conditions independently, and when to seek medical help. Featuring a series of expert-led media appearances, the campaign highlighted the value of pharmacists as trusted healthcare professionals and strengthened the public’s ability to make informed decisions about self-treatment.

Objectives

• Improve public health literacy regarding the safe and effective use of non-prescription medicines.
• Help individuals distinguish between conditions suitable for self-treatment and those needing medical intervention.
• Promote trust in pharmacists as accessible, qualified health advisors.

Target Audience

• General public

Key Activities and Approach

• Collaboration with a PR agency to develop relevant topics for the media
• Selection of PharmDr. Marek Lžičař, a leading pharmacist, educator, and media spokesperson
• Delivery of expert articles and interviews across high-impact channels, including: national TV morning shows, radio stations, print newspapers, and online health platforms
• Main topics covered: When to self-medicate vs. when to consult a doctor; Choosing safe and effective non-prescription medicines; Dosage principles, interactions, and common usage errors; Handling and storing medicines correctly, especially when travelling; Special considerations for children; Identifying and responding to side effects

Impact and Result

• 14 media outputs across broadcast, print, and digital
• Estimated audience reach of 2.5 million people
• Enhanced public awareness of key self-care practices and built visibility for pharmacists as expert voices

Insights and Takeaways for Others

• Media-led public education campaigns can significantly enhance understanding of safe self-medication
• Engaging a credible, well-known expert increases media trust and audience engagement
• Collaborating with journalists and using real-world scenarios helps make health messages accessible and relevant
• Reinforcing the role of pharmacists can help bridge the gap between consumer questions and professional care

Additional Resources and Contact

• Campaign contact: tomas.sedlacek@svopl.cz