opinion: how we can bridge the antimicrobial resistance (amr) communication gap
despite the rapid spread of digital health content, those best equipped to explain amr—clinicians, microbiologists, and infectious disease specialists—rarely lead the public conversation
4 minute read
when expert voices are confident, clear, and consistent, they create space for informed public engagement and policymaking.
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antimicrobial resistance (amr) is one of the most urgent health challenges of our time. yet, even among experts, it is often perceived as someone else’s problem—a concern for other prescribers, other regions, or a distant future.
clinicians sometimes overestimate the benefits of antibiotics and underestimate their harms, including their contribution to resistance. antimicrobial stewardship programs aim to ensure that antibiotics are used appropriately while minimizing harm to individuals and the broader population.
but here lies a paradox: the population these programs seek to protect often doesn’t even know the threat exists. an public survey between 2019-2022 revealed that only 25 per cent of canadians are familiar with the term amr. among those who have, many don’t see it as a real or immediate concern. despite the rapid spread of digital health content, those best equipped to explain amr—clinicians, microbiologists, and infectious disease specialists—rarely lead the public conversation.
why? because we have a communication problem.
the science is complex, filled with caveats, acronyms, and cautious language. that complexity dilutes the urgency. without compelling, accessible messaging, the narrative space is quickly filled by louder, less accurate voices. if covid-19 taught us anything, it’s that science alone doesn’t sway public opinion. it must be communicated effectively.
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even policymakers, who make crucial funding and strategy decisions, are more likely to engage with short, impactful content than dense reports. the issue of underutilized scientific evidence in policy-making is frequently raised in amr forums. this concern is supported by who data showing that 87 per cent of research outputs are never cited and over 30 per cent of policy documents are never downloaded. meanwhile, misinformation—including chatbot-generated health advice—is spreading rapidly. early studies suggest that the public may even perceive ai-generated responses as more empathetic than those from physicians, increasing the risk of self-diagnosis and inappropriate care.
these issues are compounded by the fact that amr is a multifaceted and evolving challenge that requires new, transdisciplinary approaches. scientific data emerges incrementally across numerous platforms and is rarely translated into actionable guidance for the public or policymakers. in this vacuum, non-experts often dominate public discourse, not because they are more credible, but because they are faster and more persistent.
media dynamics also play a part: amr struggles to capture attention in a landscape driven by immediacy and simplicity. its complexity often leads to underrepresentation in mainstream narratives, limiting both public awareness and political momentum.
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addressing this requires a shift in how we talk about amr. behavioural and communication science offer proven strategies. the reframing resistance report by the wellcome trust outlines five core communication principles that can help make amr messages more engaging, relatable, and actionable.
- frame amr as a current threat to everyday healthcare—making infections harder to treat and prevent. use relatable examples of impacted procedures like hip replacements and infections like utis and pneumonia.
- use plain language. emphasize that it’s microbes, not people, that become resistant.
- make it personal and universal. amr affects everyone, yet its true impact often remains hidden. storytelling bridges that gap by humanizing abstract data—making it tangible and emotionally resonant. for example, the who’s campaign “amr is invisible. i am not.” presents firsthand testimonies from 12 survivors and advocates, giving a face and a voice to the invisible threat.
- highlight today’s consequences. not future hypotheticals. patients are already dying from resistant infections.
- end with a clear, audience-specific call to action. whether it’s clinicians reassessing prescribing habits, or patients refusing antibiotics for colds.
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to put these principles into practice, communication needs to be proactive and multifaceted. visual abstracts and infographics can simplify complex science. social media can host short, shareable content that resonates with younger audiences. initiatives like world amr awareness week and platforms such as amraware.ca should be amplified through all available channels.
while awareness is essential, it is not sufficient. campaigns should target both supply and demand: prescribers under pressure to provide antibiotics and patients who may expect them unnecessarily. messages must be reinforced not just through passive channels like posters or articles, but with active co-interventions—continuing education, face-to-face learning, audit and feedback, and communication training.
when expert voices are confident, clear, and consistent, they create space for informed public engagement and policymaking. without that leadership, skewed perceptions, generalizations, and distrust will fill the void.
as frederick wrona, professor, svare research chair in integrated watershed processes, and unesco chairholder in mountain water sustainability at the university of calgary, and a leading proponent of a transdisciplinary, one health approach to improving science-informed decision-making has warned: “if we do not step up and take action, someone else will fill the space with their own dialogue.”
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amr is real. its consequences are growing. but the narrative is still ours to shape—if we act now. let’s reclaim the amr narrative. choose one evidence-based message. repeat it until it resonates.
this is how we turn knowledge into action.
katarzyna wojcik is the senior medical scientific liaison at biomérieux canada and bradley langford is the infectious diseases pharmacist and assistant professor at the university of toronto, dalla lana school of public health.
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