A 100% digital campaign to raise awareness about antimicrobial resistance

Globally, it was estimated that approximately 4.95 million people died from Antimicrobial Resistance-related causes in 2019¹. And yet, one in three adults doesn’t understand what this term means². Faced with this alarming situation, an awareness-raising campaign encourages the general public to change their behaviour with regard to the use of antibiotics. Indeed, each person, at their own level, has a role to play to preserve their effectiveness.

“Don’t Take This the Wrong Way” is the slogan chosen for the campaign, which is supported by three patient associations: Instituto Latino Americano de Sepse (ILAS) in Brazil, The UK Sepsis Trust in the UK and Sepsis Alliance in the US. The patient association campaign has been funded and developed in partnership with Pfizer and bioMérieux. “The slogan plays on words, referring both to taking antibiotics incorrectly and to the suggested behavior changes ,” explains Axel Giannetti, Companion Diagnostics Portfolio Manager and coordinator of the project at bioMérieux. “The inappropriate use of antibiotics affects not only your health but also that of your family and society as a whole.” The message is both impactful and straightforward.

3 Practical steps to help limit the development of antimicrobial resistance

Launched on the occasion of the World AMR Awareness Week (WAAW), which is held each year from 18 to 24 November, the “Don’t take this the wrong way” campaign underlines the fact that antimicrobial resistance represents a serious threat for everyone, whether young or old, all around the world.

But, just like climate change, this issue is everyone’s problem. A united response could lead to a behavioural shift in how the public uses antibiotics, and the campaign therefore points to three recommendations that are simple to integrate in our everyday lives:

Ask your doctor if you really need an antibiotic, bearing in mind that a diagnostic test can help to understand when an antibiotic should or should not be prescribed.
Always comply with the prescription, by ensuring you take the treatment through to the end.
Do not use antibiotics prescribed for a previous infection, never share them with another person and dispose of unused antibiotics responsibly.

As the campaign highlights, antimicrobial resistance is already a major problem today and we must not wait to act!

A Digital Initiative to Raise Public Awareness About This Health Crisis

Published by the three associations via their social media channels, with the spotlight on key figures and patient testimonials, these messages are complemented by an information website on antimicrobial resistance, its causes and its consequences.

The aim is to raise the awareness of antimicrobial resistance among persons in the 30 to 50 age range (generation X and millennials) and, through them, reach the persons they take care of: their children and/or parents.

For many years now, bioMérieux has been actively involved in the fight against antimicrobial resistance. “Beyond the development of new diagnostic solutions, raising the awareness of the general public for appropriate antibiotic use is one of the keys to avoiding a situation where it is no longer possible to treat common infections.” emphasizes Axel Giannetti.

References:

¹ Murray Global burden of bacterial antimicrobial resistance in 2019, Lancet 2022; 399: 629–55

² Sepsis Alliance (2021). Global perception of Antimicrobial Resistance (AMR)