How to communicate about antimicrobial resistance effectively
This report aims to guide experts, communicators and practitioners to communicate with impact, so that the public understands and supports action on drug-resistant infections.
Global action to tackle drug-resistant infections is not happening at the scale and urgency needed. Action among political leaders can be strengthened with public support. But public understanding of antimicrobial resistance and its impact is currently limited.
We can change this by communicating more powerfully.
The report outlines five evidence-based principles for communicators to keep in mind when talking to the public about drug-resistant infections. When used together, they are more likely to create communication that informs, motivates and persuades.
Tim Jinks, Head of Drug-Resistant Infections Programme at WellcomeThe language we use when talking about drug-resistant infections plays a crucial role for raising public awareness. People need to understand what drug-resistant infections are, that they are not limited to one illness or country, and that they are affecting people today.
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Doomsday messages about the ‘antibiotic apocalypse’ might grab attention, but they fail to inspire action to #StopSuperbugs.
New @wellcometrust research shows how words matter: wellcome.org/reframing-resistance
In this webinar, you’ll hear about: what framing is and why it's important for driving policy action (01:40), research methodology for Reframing Resistance (07:30), the current communications landscape for antimicrobial resistance (10:35), and the five recommendations in the report (15:08).