The communication challenge related to AMR and inappropriate antimicrobial use is the low risk perception of the public. This is due to the fact that most people cannot directly attribute death of patients to AMR. There is also the factor of perceived loss of revenue and investment by manufacturers/marketers and producers respectively that will accrue from less use of antimicrobials. Thirdly, there are multiple stakeholders in the Animal health sector to be connected with. Lastly the need to move from talk to action in the application of the ‘One Health’ approach.
In animal health (AH) the stakeholders that should be reached with AMR control messaging include:
Veterinarians and Veterinary Para-professionals
Government agencies and Non-Governmental Organizations (NGOs)
Veterinary medicine manufacturers and marketers
Producers and animal keepers
Journalists
Students
The Focus Area 1 of the NAP is “Increasing Awareness and Knowledge of AMR and other related topics”. Communication tools and messages to these groups differ and appropriate messages must be developed and targeted to each.
These will essentially involve the following:
Sensitization and re-training of professional through seminars, professional Continuing Education courses.
Inclusion of AMR modules in the curriculum for students at various levels.
Awareness campaigns for the general public through radio (which is widely used especially in remote areas), print, TV and social media.
Information, Education and Communication (IEC) materials should be available and displayed at veterinary hospitals and outlets as well as shared to various producer associations. This can target the producers, owners/keepers and marketers.
For Governments, evidence-based reports can be used for advocacy to policy makers (National Assembly and hierarchy of Ministries, Departments and Agencies) to influence policy/legislation and budgeting for implementation of actions. Usually this group will need to know about losses (morbidity, mortalities and economic) in monetary terms.
Veterinary medicine manufacturers and marketers need to be sensitized about positive financial outcomes that may be obtained from less sales of antimicrobials and more engagement of alternative methods for animal health.
Media engagement programs for journalist will enlist them since they have a wider audience reach. Once they have the facts from the professionals they will be able to report from the point of knowledge and understanding.
In conclusion, the key factor to communication of AMR to the various stakeholders is the messaging, which should be specific and evidence-based.
博士 Dooshima Kwange
Dear colleagues,
The communication challenge related to AMR and inappropriate antimicrobial use is the low risk perception of the public. This is due to the fact that most people cannot directly attribute death of patients to AMR. There is also the factor of perceived loss of revenue and investment by manufacturers/marketers and producers respectively that will accrue from less use of antimicrobials. Thirdly, there are multiple stakeholders in the Animal health sector to be connected with. Lastly the need to move from talk to action in the application of the ‘One Health’ approach.
In animal health (AH) the stakeholders that should be reached with AMR control messaging include:
The Focus Area 1 of the NAP is “Increasing Awareness and Knowledge of AMR and other related topics”. Communication tools and messages to these groups differ and appropriate messages must be developed and targeted to each.
These will essentially involve the following:
In conclusion, the key factor to communication of AMR to the various stakeholders is the messaging, which should be specific and evidence-based.