Doom is not winning over the public in the fight against antimicrobial resistance.
To get critical buy-in, it’s time to reframe the conversation, according to a new Wellcome Trust report.
People respond best when AMR is presented as a pressing, yet solvable, issue that “undermines modern medicine,” according to Wellcome’s research, based on surveys of 12,000+ people in 7 countries.
People shut down when they hear catastrophic projections and death tolls.
- Cut away the technical jargon.
- Emphasize that AMR is universal and already causing significant problems.
- Advise people on steps they can take to help.