A Wellcome Trust study

The Wellcome Trust conducted a study to identify the most effective ways of framing the issue of AMR [Tip: hold Ctrl and click a link to open it in a new tab. (Hide tip)] (Wellcome, 2019). The study involved:

  • in-depth interviews with experts
  • quantitative and qualitative message testing with 12,000 people in Germany, India, Japan, Kenya, the UK, the USA and Thailand
  • media and social media analysis.

The study showed that there are universal themes that can be used effectively across countries. It identified five principles for communicators when talking to the public about AMR, and encourages experts and practitioners working on AMR to use these principles to inform public communications:

Frame AMR as undermining modern medicine

Framing the issue as undermining modern medicine helps the public understand the breadth of the impact that AMR currently has and could have in the future. This should be coupled with examples of routine procedures and common illnesses and injuries that could be affected by AMR.

Explain the fundamentals succinctly

Simple, straightforward and non-technical explanations of AMR are necessary and effective in increasing understanding of the issue. It is important that we explain that microbes develop resistance, not individuals, and also that our explanations include the part that human activity is playing in accelerating the issue.

Emphasise that this is a universal issue

Explain that this is a universal issue that anyone could be affected by. We need to increase the sense of personal relevance, and responsibly highlight the risk that AMR poses to all.

Focus on the here and now

Make it clear that AMR is currently having a significant impact – and that this impact will become increasingly severe if action is not taken. This is more effective than pointing to what could happen in five or ten years’ time.

Encourage immediate action

We can boost the impact of communications on AMR by framing the issue as solvable. Crucially, this needs to be accompanied by a clear and specific call to action.

(Wellcome, 2019)

3.1 Advocacy

Insights from an online discussion