CURRENT PLEDGES: 216887
Shared Learning 2025 – Community Communications
Organisation
Ineos Oxford Institute for Antimicrobial Research
Project title: Not in our lifetime
Project Overview
The aim of our campaign ‘Not in our lifetime’ was to raise awareness about AMR amongst young people (18-29 years old) in the UK. Launched in November 2023, the campaign has almost doubled the understanding of AMR amongst our target audience from 6% in October 2023 to 11% in January 2024.
We looked at everyday life and identified activities that we currently take for granted but would become life-threatening in a world without antibiotics. For example, an ear infection from swimming or an injury in the football pitch. Since our target audience were aged 18-29, the first ‘spike’ of our campaign was sex. There has been a 50% increase in Gonorrhoea cases in the UK since 2021 and the WHO has recognised gonorrhoea as a ‘pathogen of concern’.
This was a digital campaign, we produced striking visuals with simple messages to capture people’s attention on social media. All our content was directed to our campaign website for people to learn more about AMR which was viewed over 45,000 times in one month. The Antibiotic Guardian webpage was linked to our campaign hub.
We also partnered with 6 social media influencers who created reels about AMR on their Instagram and TikTok channels. These were viewed 10m times over a 2-month period.
We produced two films. One campaign manifesto film that had a really simple script to explain the meaning and consequences of AMR. The second was a film of an ‘exploding aubergine’ (a universal symbol for sex) that spoke about how ‘time is running out for sex’ to engage young people.
We hosted a public engagement event where we invited journalists as well. We called it a ‘sex bomb’ party, which was an immersive experience for people to find out more about AMR through games and talks by AMR experts.
Impact on tackling AMR
- Increase in understanding of AMR: An independent brand tracking company conducted a bespoke piece of consumer research to evaluate the campaign’s impact, comprising of two waves of research: one in October 2023 (one month before the campaign) and one in January 2024 (2 months after the campaign). Understanding of AMR amongst young people increased from 6% in October 2023 to 11% in January 2024. As part of the survey, we asked respondents where they heard about AMR. There are strong indications that the noise they heard was from part of our campaign. For example, ads online, reels on social media, at a ‘show’- which were all part of our campaign.
- Media coverage and public engagement: 22 journalists, 6 social media influencers and over 300 members of the public attended the ‘sex bomb’ party which was held in London. This resulted in news coverage on ITV Woo, 3 articles in Yahoo! News and ‘picture of the day’ in the Evening Standard. The campaign succeeded in delivering a media reach of over 30m.
- We partnered with six sex positive social media influencers to further our social media reach. Each influencer created a reel about drug-resistant STIs on their Instagram and TikTok channels, that were authentic to their page, whilst sharing the consequences of AMR. The reels and stories posted by our influencers were viewed 10m times over a 2-month period.
Future Development
The language used to describe AMR is often laced with jargon and the subject is, by its nature, highly complex. There has been a plethora of campaigns to raise awareness in the past, including films and documentaries, however awareness amongst the UK public still remains low. Since 2020, the world has been in a continuous and connected state of crises- from the COVID pandemic, to global inflation and wars.
The first spike of our campaign was deliberately disruptive to engage members of the public. It has demonstrated that we can raise awareness about AMR through simple, memorable, yet hard-hitting messaging that would resonate with the public.
Depending on funding, we will develop another spike in the ‘Not in our Lifetime’ campaign. We have considered other everyday activities that are popular in the UK, such as football and gardening.
Our current plan about a gardening spike include collaborating with the Chelsea Flower Show, which would help tap into a new and larger demographic.
For football we are exploring collaborations with football clubs as well as Twitch an online streaming and gaming platform.
Our main messaging will remain simple on visually appealing content. We will drive our audience to our campaign website to learn more about AMR.
Organisation
CPPE
Project title: Engaging Pharmacy Professionals in Antimicrobial Stewardship: A Social Media Campaign for World Antimicrobial Awareness Week 2024
Project Overview
For World Antimicrobial Awareness Week (2024), I led a social media campaign for the Centre for Pharmacy Postgraduate Education (CPPE) to promote responsible antimicrobial use within the pharmacy community. The campaign aimed to spark meaningful conversations about antimicrobial resistance (AMR) and equip pharmacy professionals with tools and resources to support AMR efforts. The theme, Educate. Advocate. Act Now, aligned with the World Health Organisation’s message.
Each day focused on a specific theme from the UKHSA National Action Plan, covering topics such as infection prevention, antimicrobials in clinical practice, optimising diagnostics, untrue allergies, and the environmental impact of antimicrobials. The campaign included insightful videos that expanded on these themes and key messages, making them relevant for pharmacy professionals. Practical tips and quizzes were also included to assess knowledge, and pharmacy professionals were encouraged to engage with the content, share insights, and reflect on their learning.
On Day 2, the video discussed a common piece of advice given to parents and carers of children with autism and/or learning disabilities: putting antibiotics in food to aid administration. The video explained why this could damage trust between a child and caregiver and how such advice might lead to inappropriate antibiotic use, contributing to AMR. This highlighted the importance of proper antibiotic use, especially in vulnerable groups. Viewers were encouraged to join the NHSE webinar on improving antibiotic use in this population.
By signposting educational resources like the TARGET toolkit and BSACI guidance, we aimed to empower pharmacy professionals to make a tangible impact on patient care and address AMR. Post-campaign analytics showed significant increases in engagement, including higher likes, impressions, reposts, and new followers for CPPE. This project effectively utilised social media as an interactive platform for the pharmacy community to learn, advocate, and act on AMR issues.
Impact on tackling AMR
Increased Awareness and Engagement:
The campaign significantly increased engagement within the pharmacy community, as shown by higher likes, impressions, reposts, and new followers for CPPE. This increase in interaction demonstrated a greater awareness of antimicrobial resistance (AMR) and antimicrobial stewardship (AMS) among pharmacy professionals. The daily content, quizzes, and videos prompted discussions, leading to a more informed community that actively engaged with AMR issues.
Enhanced Professional Learning:
By signposting valuable resources such as the TARGET toolkit and BSACI guidance, the campaign supported the professional development of pharmacy professionals. The videos and materials expanded on key AMR messages, including the proper use of antibiotics and the importance of stewardship. This provided professionals with actionable knowledge and practical tips they could apply in their daily practice, empowering them to make a tangible difference in patient care and reduce the misuse of antibiotics.
Addressing AMR in Vulnerable Groups:
A key outcome of Day 2’s video was raising awareness about the risks associated with advising parents and carers of children with autism and/or learning disabilities to put antibiotics in food. The video explained how this advice could damage trust between caregivers and children and potentially lead to inappropriate antibiotic use. Highlighting this issue emphasised the need for accurate guidance in these vulnerable groups and encouraged pharmacy professionals to join a related NHSE webinar, further reinforcing the role of pharmacists in supporting correct antimicrobial use.
Future Development
In the future, the project will be expanded to incorporate a broader range of interactive content, such as live webinars and expert-led Q&A sessions, to further engage pharmacy professionals. We plan to collaborate with key stakeholders, including healthcare organisations and influencers in the AMR space, to increase reach and visibility. Additionally, the campaign could integrate more localised resources, allowing pharmacy professionals to apply antimicrobial stewardship practices tailored to their specific regions. Post-campaign evaluation will help refine the messaging and identify new platforms for engagement. Finally, ongoing monitoring of AMR trends through methods such as the ESPAUR report and continuing to review UKHSA national action plan will ensure the campaign remains relevant and impactful.
Organisation
Durham County Council
Project title: Reducing the contribution of the disposal of unused medicines makes to Anti-Microbial Resistance.
Project Overview
The Public Health Team at Durham County Council collaborate widely with health system partners to raise the profile of anti-microbial resistance and to support joint actions that contribute to the appropriate prescribing, use and disposal of antibiotics. However, we also wanted to contribute further with initiatives that local authorities are uniquely placed to deliver. Local experience suggests older people horde medicines with a lot of medicines found once a relative has passed away. Added to this, old advice about ‘flushing medicines down the toilet’ is still commonly heard.
We examined the most used local authority touch points use by bereaved families. Registry Office services were an ideal choice, with the service registering about 5000 deaths a year. Families are provided with a bereavement pack, and we developed the advice card seen in the image to the right, that is now include in all packs. Protecting the environment from pollution was used as the main ‘motivation’ to act as this was seen to be a more conducive and understood message. The advice card was introduced during World Antimicrobial Resistance Awareness Week 2023.
Feedback from local registrars is positive, families comment on the information being helpful especially for what is perceived to be more controlled medication. The initiative is also supported by local funeral directors to add a further prompt if appropriate. The initiative is aligned to NICE Guidance 63 (NG63) Antimicrobial stewardship: changing risk-related behaviours in the general population www.nice.org.uk/guidance/ng63/chapter/Recommendations
Impact on tackling AMR
- Specific services within the workforce are now more informed of anti-microbial resistance, such as Registry Office services, waste management services, adult social care and domiciliary care providers.
- Targeted public communications with a high degree of probable behaviour change.
- Reducing the contribution of the disposal of unused medicines makes to Anti-Microbial Resistance.
Future Development
Plans delivered this year (2024) have included engaging the local Adult Social Care Domiciliary Care Forums to share the initiative with all members and to provide electronic and printed material to all Domiciliary Care providers. Additional work includes a specific antibiotic resistance webpage and messaging on the waste disposal webpage of Durham County Council.
Further considerations and targeted services and workforces are to be developed in 2025 as the advice card and its message is universal.
Organisation
Medsearch Zambia
Project title: Promoting Responsible Antibiotic Use Through Animation Antimicrobial Education in Zambia
Project Overview
Medsearch Zambia created an antimicrobial animation as part of its mission to promote better health outcomes through education and awareness. The animation focuses on addressing the growing issue of antimicrobial resistance (AMR) by encouraging responsible use of antibiotics.
The key message of the project emphasizes the importance of seeking medical advice at a hospital before taking any antibiotics. This approach helps ensure that antibiotics are only used when necessary and prescribed appropriately, reducing the risk of resistance and safeguarding their effectiveness for future generations.
Using a visually engaging and simplified animation format, the project targets the community at large, including individuals with limited health literacy. The animation explains complex concepts like how antibiotics work, the dangers of self-medication, and the consequences of AMR in an easy-to-understand manner.
By leveraging digital platforms and community outreach, the animation has been widely disseminated to reach schools, health centers, and local communities. The project aligns with global efforts to combat AMR while addressing local health challenges. Its focus on education and behavior change reflects Medsearch Zambia’s commitment to fostering healthier communities through digital health innovations.
This animation is part of a broader strategy to advocate for responsible healthcare practices and supports the organization’s vision of creating sustainable solutions to pressing health challenges in Zambia and beyond.
Impact on tackling AMR
Outcomes and Impact
Increased Awareness and Behavioral Change
The antimicrobial animation has successfully raised awareness about the dangers of self-medication and the importance of consulting healthcare professionals before taking antibiotics. Viewership data and feedback from community health workers indicate a significant increase in understanding of antimicrobial resistance (AMR) and the risks it poses.
Community Engagement Across Diverse Audiences
The animation has been translated into four local languages to ensure accessibility and inclusivity, enabling wider reach and impact among Zambia’s diverse population. This effort has allowed rural and underserved communities, where health literacy levels are often low, to engage with the message effectively.
Support for National and Global AMR Initiatives
By promoting appropriate antibiotic use and reducing self-medication, the project aligns with Zambia’s National Action Plan on AMR and supports global WHO goals to combat antibiotic resistance. Feedback from healthcare providers has shown a reduction in cases of misuse, as patients increasingly seek professional advice before using antibiotics.
The project has demonstrated how digital tools, combined with culturally relevant approaches like translations into local languages, can drive sustainable health outcomes. By addressing linguistic barriers and simplifying complex topics, the animation fosters a shared understanding across communities, contributing meaningfully to the fight against AMR.
Future Development
Future Development of the Project
The antimicrobial animation project will be developed further to expand its reach and deepen its impact in tackling antimicrobial resistance (AMR). Key plans include:
Translation into Additional Local Languages
To enhance inclusivity, the animation will be translated into more local languages, ensuring that all communities in Zambia, including rural and underserved areas, can access and understand its critical health messages.
Integration with Educational Campaigns
The animation will be incorporated into school health programs, community health outreaches, and healthcare provider training sessions. By integrating it into structured education initiatives, the project aims to instill a long-term culture of responsible antibiotic use.
Use of Multi-Channel Dissemination
The project will leverage diverse platforms, including radio, social media, and community screenings, to broaden its audience. Partnerships with local health organizations and influencers will amplify the message and engage a wider demographic, including youth and caregivers.
Monitoring and Evaluation for Impact
Future phases will include robust monitoring and evaluation frameworks to track changes in community knowledge and behavior regarding antibiotic use. Data collected will guide improvements in content and strategy.
Scalability Beyond Zambia
To contribute to regional AMR efforts, the project aims to scale by collaborating with neighbouring countries. This will involve adapting the animation to other cultural contexts and languages across sub-Saharan Africa.
