- Partner: WHO Regional Office for Africa
- Cause: Development & Humanitarian Aid
- Marketing, PR & Social Media
- Purpose Advertising & Campaigns
Antimicrobial resistance — or AMR — is one of the top 10 global public health threats currently facing humanity. It could kill 4.1 million people across Africa by 2050. Shape History partnered with the World Health Organization’s (WHO) Regional Office for Africa to develop an informative and engaging educational campaign across the continent to educate young people, health workers, and policy makers – to help stop the further emergence and spread of antimicrobial resistance.
The challenge
First, the issue. Because AMR makes even simple infections harder to treat, it’s countries with weaker health care systems that are suffering the most. It’s a problem driven by the abuse, misuse or overuse of medicines like antibiotics.
Second, the communications challenge for the audiences. Despite the fact that everyday actions contribute to this issue, most people aren’t aware of it, and it’s tough to explain. How can we drive awareness across the continent and make a complex issue with lots of scientific terminology easy to understand, while stressing its relevance and urgency?
The solution
Because this is a problem being driven by misuse and abuse of medications, we had to make sure our narrative and messaging wasn’t coming across as accusational.
So we crafted an engaging, playful narrative that cast our audience as heroes, and antimicrobial resistance (microbes like bacteria, viruses, fungi, and parasites) as the enemy. Together, we showed we can fight back and #ResistTheResistance.
To bring the campaign to life, we developed a number of resources to engage each of our priority audiences – from compelling social media content, to an immersive website with downloadable resources such as posters and factsheets.
Through engaging WHO’s country offices across Africa, using highly targeted paid spend, and engaging health influencers and civil society, we were able to promote the campaign on a mass scale – getting the reach and engagement we required.
Even in 2023, our campaign now lives on as frequently used resources – delivering impact long after the ‘campaign’ has ended!
Slide
To spur action, you’ve got to find that sweet spot in your communication. Bombarding with information breeds confusion and apathy. Instead, tailor your visual and verbal tone and messages for that perfect resonance. Case in point: policymakers don’t always crave a 100-page report. Condense it into a sharp 1-2 page brief packed with the essentials they need.
When inspiring behaviour change, it’s vital to avoid criticising current actions. Instead, gently guide with empowering communications made up of facts and actionable steps that can make a difference.
-
Lewis -
Rochelle -
Joel
