Good morning to everyone and thanks to Chioma for the very elaborated and valuable contribution.
1. One challenge is the difficulty to translate technical words into simple statements that can be understood easily by people especially those who have "little" academic education. Explaining what a drug is, is easy, but explaining what a microorganism (microbe) or multi-resistant bacteria or superbug is, in a local language can be challenging. In this case, trying to differentiate technically between the different types of microorganisms (bacteria, viruses, etc.) would not be useful. One solution could be to discuss with local/ traditional therapist/healers to find adequate words to qualify disease-causing agents.
2. Keep the messages simple and just refer to ANTIMICROBIAL resistance. Most people including highly educated people but not in the field of e.g. microbiology, medicine (Vet, human, plant), public health, etc. do not differentiate between types of microorganisms and I doubt are interested in making a difference. When talking about ANTIBIOTICS, most people include everything. This is not appropriate indeed, but they cannot be not blamed if there are not in the field. Thus, an emphasis should be put on using consistently ANTIMICROBIAL and AMR as opposed to ANTIBIOTICS and ABR.
For the general public, one approach is to explain by difference in types of diseases that require different types of drugs for treatment. Also, emphasize that a drug for a specific disease may not be efficient in curing another type of disease because the causing agent is different, thus people should seek medical advice and not self-medicate.
For technical people, research, and academia, technical words for the different types of microorganisms should be used and awareness/ advocacy campaigns should be technical.
5. Adding on to what Chioma mentioned, feed producers should also be also priority targets as many feed products are formulated with antimicrobials.
Dr. Irene OUOBA