Insights from an online discussion

What is the biggest communication challenge related to AMU and inappropriate AMU in Africa?

• Stakeholders find it difficult to relate to the risks associated with AMR.
• Farmers don’t consider AMR to be part of their lived experience.
• Communications about AMR aren’t relatable to those most affected by it.
• The threat of AMR needs to be strongly emphasised and communicated as a problem of high urgency.

What is the best approach to communicate about other antimicrobials, and not only antibiotics?

• The one-size-fits-all approach does not work in all contexts.
• Different communication strategies are required to capture the attention of different groups of stakeholders.
• Tips: keep the message simple; use the term AMR consistently; make AMR more relatable and tangible as an issue; target the communication; multisectoral collaboration; engage journalists; physical workshops; link the communication clearly to the desired behaviour change.

What communication channels, methods or mechanisms are more suitable and will have the greatest impact at field level in African countries?

• Make use of both traditional and modern media.
• Social media can reach out to the younger generation of farmers and health workers, and can connect with food consumers.
• Traditional communication channels, especially radio programming, are an effective way of reaching people in more remote rural areas.
• It is important to make use of cross-cutting, multi-stakeholder initiatives such as the African Union’s One Health approach.

Which group of stakeholders do you think should be considered a priority for targeted key messages aimed at raising awareness on excessive AMU and AMR?

• Farmers are the key stakeholders to reach by AMR communication campaigns and are not currently being reached.
• Veterinarians and pharmacists should be given particular focus, due to their crucial role in drug prescriptions and sales, which puts them in a unique position to convey information to farmers.
• AMS programmes aimed at educating medical personnel to follow evidence-based prescriptions need to be set up in order to stem antibiotic overuse.