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AMR and AR: Antimicrobial Resistance and Augmented Reality

World Antimicrobial Awareness Week Themes

World AMR Awareness Week (WAAW) is a global campaign to raise awareness and understanding of AMR and promote best practices among One Health stakeholders to reduce the emergence and spread of drug-resistant infections. WAAW is celebrated from 18-24 November every year.

WAAW Themes (2015-present)

2015 – Antibiotics: Handle with Care
2016 – Antibiotics: Handle with Care (same as 2015)
2017 – Seek advice from a qualified healthcare professional before taking antibiotics
2018 – Change Can’t Wait. Our Time with Antibiotics is Running Out
2019 – The future of antibiotics depends on all of us
2020 – Handle with care: United to preserve antimicrobials
2021 – Spread Awareness, Stop Resistance
2022 – Preventing Antimicrobial Resistance Together
2023 – Preventing Antimicrobial Resistance Together (same as 2022)
2024 – Educate. Advocate. Act now.

2020-present: All Campaign Materials for World Antimicrobial Awareness Week (WHO Canto)

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2015 – Antibiotics: Handle with Care

"World Antibiotic Awareness Week aims to increase awareness of global antibiotic resistance and to encourage best practices among the general public, health workers and policy makers to avoid the further emergence and spread of antibiotic resistance.

A global action plan to tackle the growing problem of resistance to antibiotics and other antimicrobial medicines was endorsed at the Sixty-eighth World Health Assembly in May 2015. One of the key objectives of the plan is to improve awareness and understanding of antimicrobial resistance through effective communication, education and training.

The theme of the campaign, Antibiotics: Handle with Care, reflects the overarching message that antibiotics are a precious resource and should be preserved. They should be used to treat bacterial infections, only when prescribed by a certified health professional. Antibiotics should never be shared and the full course of treatment should be completed – not saved for the future.

WHO is encouraging all Member States and health partners to join this campaign and help raise awareness of this issue. A variety of resources will be made available to support local campaigns including factsheets, infographics, posters and multi-media materials.

For more information on the campaign, please contact: waaw@who.int."

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2016 – Antibiotics: Handle with Care

(Same as 2015.)

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2017 – Seek advice from a qualified healthcare professional before taking antibiotics

"This year's theme: Seek advice from a qualified healthcare professional before taking antibiotics. Antibiotics are a precious resource, so it is important to get the right advice before taking them. This not only ensures you and your family get the best treatment, responsible use of antibiotics will also help reduce the threat of antibiotic resistance.

WHO, alongside the Food and Agriculture Organization of the United Nations and the World Organisation for Animal Health, is developing a range of materials which will be available to the public in October. In the meantime, you can continue to spread the word and start planning now by:

Organizing events or activities in your workplace, community, school, university.

Spreading the word - you can find lots of information from last year's campaign on the WAAW website, and more social media materials will be available soon. Get active on your social media accounts and get your networks involved.

Reaching out to your local government representatives, local leaders or influencers and encouraging them to take action on antibiotic resistance.

Leading by example: ensure you only take antibiotics if prescribed by a qualified healthcare professional, practice good hand hygiene, and never share or use leftover antibiotics."

2017 Campaign Materials

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2018 – Change Can’t Wait. Our Time with Antibiotics is Running Out

Think twice. Seek Advice.

Misuse of Antibiotics puts us all at Risk.

"Each November, World Antibiotic Awareness Week (WAAW) aims to increase global awareness of antibiotic resistance and to encourage best practices among the general public, health workers and policy makers to avoid the further emergence and spread of antibiotic resistance.

Since their discovery, antibiotics have served as the cornerstone of modern medicine. However, the persistent overuse and misuse of antibiotics in human and animal health have encouraged the emergence and spread of antibiotic resistance, which occurs when microbes, such as bacteria, become resistant to the drugs used to treat them.

WAAW Features from around the world

What's super about super gonorrhoea? – a Q&A with Dr Teodora Wi
Superheroes Against Superbugs – Wellcome Trust / DBT India Alliance and World Comics India
Fiji: An AMR Success Story
Nudge vs Superbugs
Innovate4AMR

2018 theme and messaging: Multiday messages for a multifaceted issue

Previous World Antibiotic Awareness Weeks have generally had a single overarching theme, this year we are giving you the choice!

The 2018 WAAW campaign seeks to provide greater flexibility to regions and countries to reflect their unique priorities, target specific levels of awareness and their specific audiences. Our approach is to anchor WAAW 2018 in the Global Action Plan on AMR with five "focus” days of tailored social media messaging around each of the Objectives.

The World Health Organization has developed a range of materials for WAAW in all UN languages. Posters, banners and infographics will be available, as well as media resources, which can be accompanied by tailored social media messages for each day of WAAW 2018.
This multi-day messaging campaign will give us the chance to try something new and we encourage regions and countries, Ministries of Health to participate in WAAW 2018 by marking all or just some of these “focus” days by speaking up on social media.

Throughout all WAAW 2018 media, we encourage all participants to incorporate two key messages to help guide discussion on antibiotic use and take steps towards wider public understanding of antibiotic resistance. These messages are reflected in the official WAAW 2018 posters.

Think twice. Seek Advice.

Misuse of Antibiotics puts us all at Risk.

Advocacy material: Animated GIFs, Infographics and posters
Interactive platform: Learn how to handle antibiotics with care
2018 'How-To Guide': Download the complete 'How-to Guide'
Campaign updates: Sign up for WAAW Newsletters
YouTube video: Antibiotics: Handle with Care
Follow us: #AntibioticResistance
Infection Prevention & Control: Antibiotic Use in Surgery

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2019 – The future of antibiotics depends on all of us

The global action plan has five strategic objectives:

To improve awareness and understanding of antimicrobial resistance;
To strengthen knowledge through surveillance and research;
To reduce the incidence of infection;
To optimize the use of antimicrobial agents;
And to develop the economic case for sustainable investment that takes account of the needs of all countries, and to increase investment in new medicines, diagnostic tools, vaccines and other interventions.

How we can slow the spread of resistance: Explore the role of vaccination, safe sex, food hygiene, handwashing, clean water, and prudent use in preventing the spread of AMR.

2019 Campaign Materials

Pledge to become a WHO hero against antibiotic resistance – communities, physicians, pharmacists and veterinarians.

"WHO Antibiotic Resistance": augmented reality iPad app by OneBigRobot for WAAW 2019:

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2020 – Handle with care: United to preserve antimicrobials

Following a stakeholder's consultation meeting in May 2020 organized by the Tripartite Organizations (the Food and Agriculture Organization of the United Nations (FAO), the World Organisation for Animal Health (OIE) and WHO) the scope of WAAW was expanded, changing its focus from "antibiotics" to the more encompassing and inclusive term "antimicrobials".

Expanding the scope of the campaign to all antimicrobials will facilitate a more inclusive global response to antimicrobial resistance and support a multisectoral One Health Approach with increased stakeholder engagement. The Tripartite Executive Committee has decided to fix WAAW dates to 18-24 November every year starting from 2020.The slogan for 2020 will be "Antimicrobials: handle with care" applicable to all sectors. The theme for the human health sector for WAAW 2020 is “United to preserve antimicrobials".

A global action plan to tackle the growing problem of resistance to antibiotics and other antimicrobial medicines was endorsed at the Sixty-eighth World Health Assembly in May 2015. One of the key objectives of the plan is to improve awareness and understanding of antimicrobial resistance through effective communication, education and training.

2020 Campaign Materials

WHO Canto Materials for WAAW 2020

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2021 – Spread Awareness, Stop Resistance

2021 Go Blue for AMR campaign

2021 Campaign Materials

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2022 – Preventing Antimicrobial Resistance Together

This year, the theme of WAAW is “Preventing Antimicrobial Resistance Together.” We call on all sectors to encourage the prudent use of antimicrobials and to strengthen preventive measures addressing AMR, working together collaboratively through a One Health approach.

2022 Go Blue for AMR campaign

2022 Campaign Materials

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2023 – Preventing Antimicrobial Resistance Together

The theme for WAAW 2023 will remain "Preventing antimicrobial resistance together", as in 2022. AMR is a threat to humans, animals, plants and the environment. It affects us all. That is why this year's theme calls for cross-sectoral collaboration to preserve the effectiveness of antimicrobials....

Patients’ stories paint a vivid picture of antimicrobial resistance

2023 Campaign Materials

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2024 – Educate. Advocate. Act now.

The theme for the World AMR Awareness Week (WAAW) 2024 is “Educate. Advocate. Act now.” This theme was chosen based on feedback from an online survey among stakeholders from the human, animal, plant, and environmental health sectors, which collected nearly 200 responses globally.

...much more can be done to raise public and stakeholder awareness. Therefore, this year’s theme calls on the global community to educate stakeholders on AMR, advocate for bold commitments and take concrete actions in response to AMR. The 2024 UNGA High-level Meeting on AMR and the fourth Global High-Level Ministerial Conference on AMR, for instance, provide a critical window of opportunity for political and financial commitments as well as increased accountability in response to AMR. Stronger political leadership, advocacy and accountability are needed at all levels and the time to act is now.

2024 Campaign Materials

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5. Vaxcards 2016 (cartoon disease characters): A Game of Infectious Disease and Fun Battle friends with grotesque, lovable, collectable diseases in the world's first immunization card game!Battle friends with grotesque, lovable, collectable diseases in the world's first immunization card game!Battle friends with grotesque, lovable, collectable diseases in the world's first immunization card game!Battle friends with grotesque, lovable, collectable diseases in the world's first immunization card game!Battle friends with grotesque, lovable, collectable diseases in the world's first immunization card game!
9. The Lancet 2024: WHO Task Force of AMR Survivors – personal stories
11. Singapore comic 2022: "The Antibiotic Tales"
15. US animated explainer 2018: "Antibiotics vs. Bacteria: Fighting the Resistance" 5 min 48 sec. MedlinePlus, United States National Institutes of Health, Mar 14, 2018 "How do we stay safe from the growing epidemic of antibiotic resistant bacteria? NIAID is researching ways to keep us safe…. Chapters: 0:38 Antimicrobial resistance epidemiology. 1:02 Examples of resistant bacteria. 1:11 Tuberculosis. 1:31 Gonorrhea. 1:46 MRSA. 2:13 How does antimicrobial resistance occur? 3:25 What can you do to fight antimicrobial resistance? 4:32 Research at NIAID."
17. Global AMR Diary 2024: Collective storytelling to shift perspectives and shape policy
19. Image Comics 2017: "Surgeon X" trailer https://surgeonx.co.uk/ From writer Sara Kenney and artist John Watkiss, published by Image Comics. Set against the backdrop of an antibiotic apocalypse in near future London, Rosa Scott, a brilliant and obsessive surgeon becomes Surgeon X, a vigilante doctor who uses experimental surgery and black market drugs to treat patients. Surgeon X risks everything to save lives, but ultimately ends up warping her medical oath to suit her own decisions.
22. Spain PSA 2020 (hairbrush): "Antibiotics CANNOT be used for everything" Agencia Española de Medicamentos y Productos Sanitarios (AEMPS), Nov 17, 2020. "Things should be used for what they’re meant to be used for, and if not, they may hurt you. Antibiotics treat infections caused by bacteria; they do NOT cure viruses like the flu or colds, or relieve pain or fever. To make sure they keep working, only use them with a prescription. Both in humans and in animals. Because NO, antibiotics CANNOT be used for everything. Government of Spain."
25. Cambodia youth-led creativity 2024: "Breaking behavioural barriers: Fighting antibiotic misuse" Applying the principles and practices of the Communication for Health (C4H) approach, the World Health Organization (WHO) launched a pilot campaign targeted at university students and youth in Cambodia’s capital Phnom Penh. Running for two weeks in December 2023, the campaign, both online and offline, employed humour and behavioural insights and resulted in more than a 30% increase in knowledge around the responsible use of antibiotics.
26. Spain PSA 2023 (bodyguards): "Antibiotics: Their job is to protect us. Your job is to use them wisely." Agencia Española de Medicamentos y Productos Sanitarios (AEMPS), Nov 3, 2023. "They are specialists. And their job is to protect us. But if we ask them to do things they're not intended to do, they won’t be able to protect us when we need them, and we end up putting the health of people, animals and the environment at risk. Antibiotics: Their job is to protect us. Your job is to use them wisely. Government of Spain."
29. Data Visualization 2014: "The Antibiotic Abacus," Information Is Beautiful
34. Singapore PSA 2018 (boxing ring): "Are your antibiotics in the wrong fight?”
36. Canada personal story 2019: "Keep antibiotics working: A patient’s perspective"
37. UN animated explainer 2019 : "Antimicrobial Resistance Video - Asia and the Pacific Region (FAO, OIE, WHO, UNEP)"
39. Singapore PSA 2019 (singing pill): "I’m not the one you need (to recover faster)" Singapore’s Health Promotion Board (HPB), Nov 3, 2019. "[Music] I know you're down with the flu, and your work is piling up now. But trust me, I'm not the one. I'm not the one for you. I'm not the one you need to recover faster…. Everytime she goes 'achoo' and you want her to be well, now. But trust me, I'm not the one. [refrain] I know that cough annoys you, and I really want to help you, but I have no clue. [Refrain] [End music] Antibiotics will not help you recover faster from the flu, because they don't work on the flu virus. Check with your doctor on the treatment you need."
41. Singapore PSA 2018 (working late): "Antibiotics just don’t work on the flu virus."
42. Center for Accountability in Science PSA 2016 (green monster): "Fighting Antibiotic Resistance"
45. Singapore PSA 2022: "Don’t Play Doctor!" Singapore’s Health Promotion Board (HPB), Dec 15, 2022. "Actually, my strep throat doesn't hurt anymore. I'll just take one pill instead of two. Are you a doctor? Well, I feel better now. Misusing antibiotics can cause longer recovery time, and ineffective future treatments due to infections becoming antibiotic resistant. Remember, don't play doctor. Your friend, eh? Whoa, I need to share this."
46. UK explainer 2021: "Antimicrobial resistance (AMR) - What does it mean and why it matters" 4 min 31 sec. UK Health Security Agency, Nov 19, 2021. "In this video explainer, Dr Diane Ashiru-Oredope PhD, Pharmacist Lead for Antimicrobial Resistance (AMR) and Stewardship and HCAI at the UK Health Security Agency, explains what AMR means and why it matters. What role do these microbes have on our planet? How do antimicrobials work? What are the origins of antimicrobial resistance and more importantly, what can you do to help reduce it? Chapters: 00:00 What are microbes? 00:35 Antimicrobials. 01:30 What is AMR? 03:02 How to reduce AMR"
47. Quadripartite Working Group on Youth Engagement for AMR
53. SciShow explainer 2023: "Antibiotic Resistance is SO COMPLICATED"
54. BBC StoryWorks documentary 2023: "Race Against Resistance: The Life And Death Struggle To Save Antibiotics" 36 min 4 sec. BBC StoryWorks, Sep 5, 2023. "From Tori, a college gymnast, who faced a once curable infection that escalated into a life-threatening crisis, to Kerry, battling relentless superbugs with numerous antibiotics after what seemed like a simple ear infection. Their experiences are not isolated incidents, as resistance to ordinary antibiotics is rising. Antimicrobial resistance is rapidly becoming one of the most severe global health crises, causing great concern throughout the scientific and medical communities. This documentary-style film sheds light on the alarming reality of this ticking time bomb and the efforts of doctors, scientists, and experts who are relentlessly working to safeguard the health and well-being of generations to come through ground-breaking research and innovative solutions."
64. Amoeba Sisters explainer 2018: "Antibiotics, Antivirals, and Vaccines"

This page references:

WHO augmented reality iPad app 2019: "WHO Antibiotic Resistance"