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SDG 3: Antimicrobial resistance

Abstract

Background

Previous United Kingdom campaigns targeting antimicrobial resistance (AMR) recommended running multimedia campaigns over an increased timeframe. The 3-year-long Keep Antibiotics Working (KAW) campaign was a mass media campaign in England targeting the public and general practitioners (GPs).

Methods

Every year, pre- and post-campaign questionnaire data were collected from the public, whereas post-campaign interview data were obtained from GPs. Data were weighted to allow pre- and post-campaign comparisons between independent samples. Significant changes in nominal and ordinal data were determined using Pearson’s chi-squared (2) and Mann–Whitney U tests, respectively.

Results

Prompted campaign recognition was high, increasing by 6% from 2018 to 2019 (2017: data unavailable; 2018: 68% (680/1,000); 2019: 74% (740/1,000); 2 = 8.742, p = 0.003). Knowledge regarding declining antibiotic effectiveness when taken inappropriately improved following the campaign (net true: pre-2017 = 69.1% (691/1,000); post-2019 = 77.6%; (776/1,000); 2 = 5.753, p = 0.016). The proportion of individuals reporting concern for themselves or for children (≤ 16 years) about AMR increased by 11.2% ( = −5.091, p < 0.001) and 6.0% ( = −3.616, p < 0.001) respectively, pre- to post-campaign. Finally, in 2017, reported confidence to say no to patients requesting antibiotics differed significantly between GPs who were and were not aware of the campaign (net agree: 98.9% (182/184) vs 92.4% (97/105) respectively; 2 = 4.000, p = 0.045).

Conclusion

A high level of prompted campaign recognition was achieved. The KAW campaign improved aspects of AMR knowledge and certain attitudes towards appropriate antimicrobial use. It increased awareness of and concern about AMR, supporting GP confidence to appropriately prescribe antibiotics. Future determination of measurable behaviour changes resulting from AMR campaigns is important.

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2023-11-23
2024-12-27
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Assessing the impact of a national social marketing campaign for antimicrobial resistance on public awareness, attitudes, and behaviour, and as a supportive tool for healthcare professionals, England, 2017 to 2019
<p class="citation"> <span>Citation style for this article:</span> <span class="meta-value authors"> <a href="/search?value1=Ellie+L+Gilham&option1=author&noRedirect=true" class="nonDisambigAuthorLink">Gilham Ellie L</a>, <a href="/search?value1=Ella+Casale&option1=author&noRedirect=true" class="nonDisambigAuthorLink">Casale Ella</a>, <a href="/search?value1=Alison+Hardy&option1=author&noRedirect=true" class="nonDisambigAuthorLink">Hardy Alison</a>, <a href="/search?value1=Adeola+H+Ayeni&option1=author&noRedirect=true" class="nonDisambigAuthorLink">Ayeni Adeola H</a>, <a href="/search?value1=Ella+Sunyer&option1=author&noRedirect=true" class="nonDisambigAuthorLink">Sunyer Ella</a>, <a href="/search?value1=Tori+Harris&option1=author&noRedirect=true" class="nonDisambigAuthorLink">Harris Tori</a>, <a href="/search?value1=Rachel+Feechan&option1=author&noRedirect=true" class="nonDisambigAuthorLink">Feechan Rachel</a>, <a href="/search?value1=Anna+Heltmann&option1=author&noRedirect=true" class="nonDisambigAuthorLink">Heltmann Anna</a>, <a href="/search?value1=Malcolm+Fawcett&option1=author&noRedirect=true" class="nonDisambigAuthorLink">Fawcett Malcolm</a>, <a href="/search?value1=Susan+Hopkins&option1=author&noRedirect=true" class="nonDisambigAuthorLink">Hopkins Susan</a>, <a href="/search?value1=Diane+Ashiru-Oredope&option1=author&noRedirect=true" class="nonDisambigAuthorLink">Ashiru-Oredope Diane</a></span>. Assessing the impact of a national social marketing campaign for antimicrobial resistance on public awareness, attitudes, and behaviour, and as a supportive tool for healthcare professionals, England, 2017 to 2019. <a href="/content/ecdc">Euro Surveill.</a> 2023;28(47):pii=2300100. <a href="https://doi.org/10.2807/1560-7917.ES.2023.28.47.2300100" title="doi link" target="_blank">https://doi.org/10.2807/1560-7917.ES.2023.28.47.2300100</a> <span class="ES_Article_citation"> <span class="generated">Received</span>: 08 Feb 2023;&nbsp;&nbsp; <span class="generated">Accepted</span>: 09 Aug 2023 </span> </p>
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