Good day colleagues,
The challenges of communication on AMR is not far from the issue of addressing multiple/ different stakeholder groups in the animal health sector unlike the human health sector. Here the one-cap fits-all does not work, hence the need to utilize different strategies of communication to capture different groups of stakeholders.
In communicating resistance of other antimicrobials, we can use same approach, same opportunity as communicating on antibiotics however my suggestion is to allow farmers consume messages on AMR on antibiotics before gradually introducing other antimicrobials.
Frequent engagement of media personnel (journalists), getting them to understand what AMR is, providing them with the right information on AMR will enable them amplify and pass the messages correctly. This will also enhance wider coverage of stakeholders and AMR will be a hot topic on print, electronic and social media platforms
In my opinion the best approach for reaching out to target groups is focus group discussion. That way you can pass your messages to them, get their perception and possibly opinions, faster way of getting feedback for you to possibly modify your messages or approach. It also offers opportunity for them to seek clarification to further enhance message consumption. Radio programs such as jingles and phone-in programmes on AMR is also a very good approach.
The group of stakeholders to prioritize for raising awareness on AMR and AMU in my opinion are livestock farmers, feed millers and Veterinary drug retailers because they are the greatest users of antibiotics. Feed millers use quantities of antibiotics to prevent feed contamination and for growth promotion of animals.
Thank you
Zainab Abdulkareem
Dr. Abdulkareem Zainab