Raising community awareness of antimicrobial resistance and enabling behavioural change

WHO works with countries to improve awareness of antimicrobial resistance (AMR) and achieve necessary behavioural change, through awareness-raising campaigns, education and training. These interventions enable progress towards meaningful change, where the behaviours that contribute to the problem are replaced with behaviours that are part of the solution.

AMR occurs when bacteria, parasites, viruses and fungi become resistant to antimicrobial medicines that are used to treat the infections they cause. As a result of AMR, antibiotics and other antimicrobial medicines become ineffective and infections increasingly difficult – or even impossible – to treat.

Controlling AMR requires behavioural change. Many types of behaviour drive AMR, within health care and in the community, for example antibiotic overprescribing or patients not using antimicrobials as prescribed. Changing such behaviour can prevent the further emergence and spread of AMR.

WHO’s flagship AMR campaign is the annual World AMR Awareness Week (WAAW). WAAW is a unique opportunity to join the global community in calling for the prudent use of antimicrobials, a One Health approach and policy changes.

As part of this work, WHO works with experts in Behavioural and Cultural Insights (BCI) to develop materials to assist countries in using a BCI approach to identify appropriate and feasible interventions to tackle AMR in their contexts. One example is the Tailoring Antimicrobial Resistance Programmes (TAP). This guide is developed specifically for use by public health professionals developing policies, services and communications informed by BCI across AMR-related health topics.