World AMR Awareness Week (WAAW), occurring 18-24 November every year, is a global awareness campaign that aims to improve understanding of antimicrobial resistance (AMR). It acts as a platform to share resources and evidence of best practice among One Health stakeholders, healthcare professionals, policymakers and the public.

The WAAW theme for 2024 is “Educate. Advocate. Act now”.

When the drugs don’t work

AMR is a global health threat and refers to infections caused by pathogens (i.e. bacteria/viruses/fungi/parasites) that no longer respond to the drugs used to treat them.

Recent data continues to predict that 10 million deaths per year could be associated with bacterial AMR infections by 2050, with the highest burden in those over 70 years old and higher rates expected in certain geographical regions (Naghavi et al., 2024).

It can be difficult to understand the magnitude of these numbers or what AMR means for everyday life if you are healthy and not in a vulnerable patient group.

Information overload

AMR is a complex subject.

The science behind AMR, including the long Latin names of the pathogens causing infections, the different ways a pathogen can become resistant to a drug, talk of ‘superbugs’ (are they good guys or bad guys), plus all the other variables contributing to AMR can be baffling.

In addition, the language (not to mention the abbreviations) commonly used to discuss AMR can be difficult to understand (Krockow, 2020).

These issues create unnecessary barriers to mainstream understanding and hinder effective communication about AMR.

To drive positive behaviour change, science-heavy detail needs to be translated into easily digestible, relatable pieces of information that are meaningful to all audiences.

Engage, educate and empower

Most of us are non-AMR specialists.

We shouldn’t need to be AMR specialists to understand the risks associated with drug-resistant infections and the wider impact of AMR on society and the economy (including impact on both animal and environmental health, and agricultural practices).

We need effective and memorable education about AMR and this requires active engagement with each audience (i.e., patients, healthcare providers, pharmacists, policy makers, parliamentarians etc.) to identify how best to communicate and the appropriate level of information required.

Education can empower individuals to make informed decisions on their own behaviour and attitudes towards individual health so that they can protect the health and well-being of others.

Drug-resistant infections: it’s personal

You are more likely to respond to a story than dry facts and figures (Freling et al., 2020).

So, who better to tell the story of AMR than a patient or person with lived experience of a drug-resistant infection. Living with an infection that no longer responds to treatment has an impact on quality of life, mental health, family life, friendships, and independence (Hamilton et al., 2024).

When listening to patient stories, it is hard not to be moved by the feelings of fear and isolation arising from their situation but also the motivation, strength and courage not to be beaten by their infection and to strive for better care and information for others.

You can find out more about AMR Advocacy groups and campaigns:

• “AMR is invisible, I am not” (Source: WHO)
• WHO Taskforce of AMR Survivors (Source: WHO)
• The AMR Narrative YouTube channel
• Antibiotic Research UK Patient Stories“

Confronting AMR

When it seems that the challenge of tackling AMR is unsurmountable, it is important to remember that we have the power within us to drive the change that is needed.

Campaigns, such as those for the mandatory wearing of seatbelts (PACTS) and the end of smoking indoors (SmokeFree ACTION), save thousands of lives every year and improve public health in the UK.

Similarly, the UK has strong leadership in the campaign to tackle AMR. Patient and public engagement and education is prioritised in multiple UK-based AMR initiatives:

• The latest UK AMR National Action Plan (2024-2029) includes a recommendation on public engagement and education, aiming to empower and engage the public on the risk of exposure to antimicrobials.
• The Fleming Institute has put public engagement and behaviour change at the forefront of the organisation’s vision.
• The newly published report of the World Innovation Summit for Health (WISH) Antimicrobial Resistance Forum recommends “Countries and international bodies to engage their citizens in tackling AMR, with clear plans to do so by 2028”.

Inclusion of AMR on the agenda of this year’s United Nations General Assembly was also an important step for achieving change on a global level.

WAAW at QuantuMDx

At QuantuMDx, we are passionate about providing rapid, multiplex PCR testing solutions for diagnosing infections where they are needed most, at the location of the patient.
During WAAW, we will be raising awareness of AMR within the company by

• Encouraging colleagues, family and friends to sign an Antibiotic Guardian pledge. Over 200,000 pledges have been made so far!
• Inviting colleagues, family and friends to ‘Go Blue for AMR’ by wearing light blue on one day of the week. (What a great photo opportunity!)

Follow us on social media to find out more.