Handbook for Communication on the Rational Use of Antimicrobials for the Containment of Resistance

"To tackle antimicrobial resistance, a worldwide change in behavior is needed in terms of how these drugs are used and acquired."

There is a lack of awareness of antimicrobial resistance (AMR), which adversely affects human health, livestock and agricultural production, and the environment. This handbook from the Pan American Health Organization (PAHO) is meant to: help communication professionals and health programme officials develop strategies to raise awareness and promote the importance of the appropriate use of antimicrobials (e.g., antibiotics); raise public awareness about the importance of obtaining antimicrobials with a prescription in order to achieve multisectoral collaboration to ensure compliance with laws and regulations on this issue; and promote a change in behaviour regarding the appropriate use and acquisition of antimicrobials.  

Those responsible for advocacy and communication on the proper use of antimicrobials to combat AMR will find practical tools for formulating communication plans and strategies based on the social-ecological model for behaviour change. The model shows 4 levels that are interconnected and reinforce each other: (i) individual; (ii) interpersonal; (iii) community; and (iv) social (political-environmental).

Detailed information is provided on the factors involved in the decision to prescribe, dispense, and use antimicrobials; priority audiences are analysed, including what is expected of them; and several key messages are shared that are tailored to each audience. This handbook also proposes 4 strategic lines of action to consider when implementing a communication strategy: (i) health education; (ii) dissemination through mass media; (iii) community activities and events; and (iv) advocacy. Each line of action lists different interventions and activities to be implemented at different levels of the social-ecological model to increase public awareness about the problem of antimicrobial resistance and motivate behaviour change. The handbook also describes possible communication channels for disseminating key messages to priority audiences and provides a plan to monitor and evaluate the implemented actions.

Finally, several templates, examples of public campaigns on the subject, and communication materials and tools are provided to support the development of communication strategies and plans that will help make the problem of AMR more visible and raise awareness about the rational use and acquisition of antimicrobials.