2025-02-26-世界卫生组织-World_AMR_Awareness_Week_campaign_2024_26页_6mb

World AMR Awareness Week 2024 Campaign Summary

Core Content

World AMR Awareness Week (WAAW) 2024 was a global campaign aimed at raising awareness about antimicrobial resistance (AMR) and promoting collective action across multiple sectors. The campaign was coordinated by the World Health Organization (WHO) in collaboration with the Quadripartite partners, which include WHO, the Food and Agricultural Organization of the United Nations (FAO), the World Organisation for Animal Health (WOAH), and the United Nations Environment Programme (UNEP). The campaign took place from 18 to 24 November 2024, with a theme of "Educate. Advocate. Act now." This theme emphasized the need for global political and financial commitment, as well as concrete actions to address AMR.

Main Points

Campaign Planning

• The theme for WAAW 2024 was selected through an online survey launched by the Quadripartite agencies in May 2024, involving stakeholders from human, animal, plant, and environmental health sectors.
• The theme was translated into six UN languages and widely disseminated.
• A campaign guide was released in September 2024 in six UN languages, providing guidance on participation, key messages, and social media content.
• Campaign materials, including posters, social media graphics, stamps, videos, animations, GIFs, and a web banner, were updated to reflect the new theme and distributed globally.

Stakeholder Engagement

• WHO Regional Offices: Actively participated in planning and executing WAAW activities, contributing to national initiatives and engaging through various platforms.
• Global Leaders Group on AMR (GLG): Hosted virtual meetings with members and their representatives to plan participation. The Chair, Mia Amor Mottley, delivered a video message on the importance of political leadership and accountability.
• Other Stakeholders: The ACA team reached out to numerous internal and external stakeholders, including patient advocacy groups, civil society organizations, and private sector entities, to encourage their participation in WAAW activities.
• Go Blue for AMR Campaign: Continued to be promoted during WAAW 2024, with organizations and countries lighting buildings and monuments in blue and wearing blue clothing to raise awareness.
• Media Engagement: WHO collaborated with the Global AMR Media Alliance (GAMA), a network of over 150 media members in 30 countries, to increase media coverage and public engagement.
• Youth Engagement: The Quadripartite Working Group on Youth Engagement held a Global Youth Consultation during WAAW 2024. The 5th Global AMR Youth Summit was aligned with the campaign theme and hosted by the World Health Students' Alliance.
• AMR Survivors: The WHO Task Force of AMR Survivors shared personal stories and experiences through virtual roundtables and communication materials.
• Civil Society: The WHO Civil Society Commission collaborated with WHO to brief civil society groups on the theme "Collaborative pathways: engaging civil society in AMR action."
• Health-care Workers: WHO and partner organizations organized webinars and panel discussions on critical topics such as infection prevention, antimicrobial stewardship, and AMR surveillance.

Key Activities and Outcomes

Global Events and Activities

• A variety of global events were organized, including webinars, panel discussions, and media briefings, to increase the reach of WAAW and engage different stakeholder groups.
• The WAAW 2024 calendar of events was widely disseminated, and recordings of these events were available on the campaign webpage.

Social Media and Media Coverage

• X (Twitter): WHO's corporate account reached over 1.19 million impressions, surpassing the target of 1 million. The content that received the most attention was related to antibiotic misuse, the One Health approach, and AMR prevention.
• Facebook: WHO's posts achieved a mixed sentiment, with some negative comments from anti-WHO users and conspiracy theorists. The campaign hashtag #AntimicrobialResistance generated 10,800 results and 143,000 engagements.
• Instagram: The campaign achieved its target of 20,000 likes per post and 7,000 likes per video. A video featuring a Fides influencer received 7,000 likes and over 350,000 views.
• LinkedIn: The campaign received a positive sentiment, with users agreeing on the role of prescribers in infection prevention. WHO's post was shared by 284 users.

Quantitative and Qualitative Analysis

• Quantitative: The campaign webpage received 51,600 total users and 23,400 new users between September and December 2024, with 99,600 page views. The campaign achieved over 2.7 million impressions and 51,537 engagements on WHO's social media platforms.
• Qualitative: The sentiment analysis showed a mixed response, with 23.5% negative and 24.1% positive. The positive sentiment was driven by discussions on AMR awareness, appropriate antibiotic use, and prevention. The negative sentiment stemmed from unrelated comments and concerns about the impact of antibiotic misuse on agriculture and the development of drug-resistant infections.

Recommendations and Conclusions

• The campaign successfully raised awareness about AMR through a wide range of activities and media engagement.
• The theme "Educate. Advocate. Act now." was well-received and emphasized the importance of political and financial commitments to combat AMR.
• The collaboration with GAMA and the Go Blue for AMR campaign helped increase media coverage and public participation.
• The engagement of youth and AMR survivors was a key component of the campaign, highlighting the importance of involving diverse groups in the fight against AMR.
• The campaign achieved its quantitative targets, but some qualitative challenges, such as misinformation and negative comments, were noted.
• The campaign underscored the importance of a One Health approach and the role of health-care workers in preventing AMR.
• Future campaigns should continue to focus on collaboration, stakeholder engagement, and the use of diverse communication channels to maximize reach and impact.