This page is referenced by:

• 1 2024-06-10T16:06:50-07:00 Wellcome report 2019: "Reframing Resistance: How to communicate about antimicrobial resistance effectively" 11 plain 2024-11-13T06:21:05-08:00 (The whole report is fascinating, but if you only have time for an executive summary, here it is!)
  
  The 2019 Wellcome report "Reframing Resistance: How to communicate about antimicrobial resistance effectively" tackles AMR's marketing problem. 
  
  "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."
  
  
   

  Key recommendations

  "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.

  1. Frame drug-resistant infections as undermining modern medicine

  • Demonstrate how drug-resistant infections are a cross-cutting threat across all of medicine, which set back and undermine treatments that we have come to rely on.
  • Illustrate using multiple examples that are relevant to the audience.

  2. Explain the fundamentals succinctly

  • Help the public understand resistance (particularly that bacteria develop resistance, not humans).
  • Include explanation of the part that human activity is playing in accelerating the issue.

  3. Emphasise that this is a universal issue; it affects everyone, including you

  • Show that anyone could be affected, not only the most vulnerable groups. 
  • Tell human stories; numbers and statistics generally resonate less strongly with the public.

  4. Focus on the here and now

  • Show the current impact of drug-resistant infections, rather than projections or apocalyptic frames.

  5. Encourage immediate action

  • Frame the issue as solvable – people want to know what can be done about the problem.

  
  What’s inside

  • Findings based on extensive research (in-depth interviews with experts; quantitative and qualitative message testing with 12,000 people in Germany, India, Japan, Kenya, the UK, the USA and Thailand; media and social media analysis)
  • Recommendations on effective framing and language
  • Practical toolkit to help apply the recommendations"
  Downloads
  Get the full Report or Executive Summary, a fantastic Framing Toolkit, and appendices on Approach and Methodology, Media and Social Media Analysis, and Public Testing here: 
  https://wellcome.org/reports/reframing-antimicrobial-resistance-antibiotic-resistance
  
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