1887
  1. Home
  2. Eurosurveillance
  3. Volume 28, Issue 47, 23/Nov/2023
  4. Article
Research Open Access
Like 0
Download

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.

© Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Loading

Article metrics loading...

/content/10.2807/1560-7917.ES.2023.28.47.2300100
2023-11-23
2024-04-28
http://instance.metastore.ingenta.com/content/10.2807/1560-7917.ES.2023.28.47.2300100
Loading
Loading full text...

Full text loading...

/deliver/fulltext/eurosurveillance/28/47/eurosurv-28-47-4.html?itemId=/content/10.2807/1560-7917.ES.2023.28.47.2300100&mimeType=html&fmt=ahah

References

  1. Murray CJL, Ikuta KS, Sharara F, Swetschinski L, Robles Aguilar G, Gray A, et al. . Global burden of bacterial antimicrobial resistance in 2019: a systematic analysis. Lancet. 2022;399(10325):629-55.  https://doi.org/10.1016/S0140-6736(21)02724-0  PMID: 35065702 
  2. O’Neill J. Tackling Drug-resistant Infections Globally: Final Report and Recommendations 2016: https://amr-review.org/Publications.html
  3. McNulty CAM, Boyle P, Nichols T, Clappison P, Davey P. The public’s attitudes to and compliance with antibiotics. J Antimicrob Chemother. 2007;60(Suppl 1):i63-8.  https://doi.org/10.1093/jac/dkm161  PMID: 17656386 
  4. McNulty CAM, Nichols T, Boyle PJ, Woodhead M, Davey P. The English antibiotic awareness campaigns: did they change the public’s knowledge of and attitudes to antibiotic use? J Antimicrob Chemother. 2010;65(7):1526-33.  https://doi.org/10.1093/jac/dkq126  PMID: 20488985 
  5. Ashiru-Oredope D, Hopkins S. Antimicrobial resistance: moving from professional engagement to public action. J Antimicrob Chemother. 2015;70(11):2927-30.  https://doi.org/10.1093/jac/dkv297  PMID: 26377862 
  6. Grier S, Bryant CA. Social marketing in public health. Annu Rev Public Health. 2005;26(1):319-39.  https://doi.org/10.1146/annurev.publhealth.26.021304.144610  PMID: 15760292 
  7. MacDonald L, Cairns G, Angus K, Stead M. Evidence review: social marketing for the prevention and control of communicable disease. Stockholm: European Centre for Disease Prevention and Control (ECDC); 2012.
  8. McNulty CA, Lecky DM, Farrell D, Kostkova P, Adriaenssens N, Koprivová Herotová T, et al. , e-Bug Working Group. Overview of e-Bug: an antibiotic and hygiene educational resource for schools. J Antimicrob Chemother. 2011;66(Suppl 5):v3-12.  https://doi.org/10.1093/jac/dkr119  PMID: 21680584 
  9. Bhattacharya A, Hopkins S, Sallis A, Budd EL, Ashiru-Oredope D. A process evaluation of the UK-wide Antibiotic Guardian campaign: developing engagement on antimicrobial resistance. J Public Health (Oxf). 2017;39(2):e40-7. PMID: 27451416 
  10. Eraso Y, Hills S, Jack O. NHS North Central London clinical commissioning group winter resilience communications and engagement campaign 2021/2022. Evaluation report. [Accessed 05/07/2023]. Available from: http://repository.londonmet.ac.uk/7896/
  11. Solutions Research. Antimicrobial resistance: Qualitative communications research, 2015.
  12. Public Health England (PHE). What the public know about antibiotic use and resistance, and how we may influence it: Findings from a 2017 national survey. London: PHE. [Accessed 24 Jul 2023]. Available from: https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/933982/Capibus_knowledge_and_behaviour_report.pdf
  13. McNulty CAM, Collin SM, Cooper E, Lecky DM, Butler CC. Public understanding and use of antibiotics in England: findings from a household survey in 2017. BMJ Open. 2019;9(10):e030845.  https://doi.org/10.1136/bmjopen-2019-030845  PMID: 31662380 
  14. Brand AG. Hot cognition: Emotions and writing behavior. J Adv Compos. 1985; 6(1985/1986):5-15.
  15. Public Health England (PHE). Public Health England, English surveillance programme for antimicrobial utilisation and resistance (ESPAUR) Report 2016. London: PHE; 2016. Available from: https://webarchive.nationalarchives.gov.uk/ukgwa/20181130125613/https:/www.gov.uk/government/publications/english-surveillance-programme-antimicrobial-utilisation-and-resistance-espaur-report
  16. Rose J, Crosbie M, Stewart A. A qualitative literature review exploring the drivers influencing antibiotic over-prescribing by GPs in primary care and recommendations to reduce unnecessary prescribing. Perspect Public Health. 2021;141(1):19-27.  https://doi.org/10.1177/1757913919879183  PMID: 31633458 
  17. Public Health England (PHE). Public Health England, Agency Briefing: Antibiotic Resistance National Campaign, 2017. London: PHE; 2017.
  18. Service GC. Guide to campaign planning: OASIS, G.C. Service, Editor. 2020: https://gcs.civilservice.gov.uk/guidance/marketing/delivering-government-campaigns/guide-to-campaign-planning-oasis/.
  19. Trust W. Reframing Resistance. 2019: https://wellcome.org/reports/reframing-antimicrobial-resistance-antibiotic-resistance.
  20. Croker H, Lucas R, Wardle J. Cluster-randomised trial to evaluate the ‘Change for Life’ mass media/ social marketing campaign in the UK. BMC Public Health. 2012;12(1):404.  https://doi.org/10.1186/1471-2458-12-404  PMID: 22672587 
  21. UK Health Security Agency (UKHSA). English surveillance programme for antimicrobial utilisation and resistance (ESPAUR) - Report 2021 to 2022. London: UKHSA; 2022.
  22. Yang ZJ, Kahlor L. What, me worry? The role of affect in information seeking and avoidance. Sci Commun. 2013;35(2):189-212.  https://doi.org/10.1177/1075547012441873 
  23. So J, Kim S, Cohen H. Message fatigue: Conceptual definition, operationalization, and correlates. Commun Monogr. 2017;84(1):5-29.  https://doi.org/10.1080/03637751.2016.1250429 
  24. Seto WH, Yuen SW, Cheung CW, Ching PT, Cowling BJ, Pittet D. Hand hygiene promotion and the participation of infection control link nurses: an effective innovation to overcome campaign fatigue. Am J Infect Control. 2013;41(12):1281-3.  https://doi.org/10.1016/j.ajic.2013.04.011  PMID: 23890375 
  25. Van Hecke O, Lee JJ, Butler CC, Moore M, Tonkin-Crine S. Using evidence-based infographics to increase parents’ understanding about antibiotic use and antibiotic resistance: a proof-of-concept study. JAC Antimicrob Resist. 2020;2(4):dlaa102.  https://doi.org/10.1093/jacamr/dlaa102  PMID: 34223054 
  26. Bruyndonckx R, Coenen S, Hens N, Vandael E, Catry B, Goossens H. Antibiotic use and resistance in Belgium: the impact of two decades of multi-faceted campaigning. Acta Clin Belg. 2021;76(4):280-8.  https://doi.org/10.1080/17843286.2020.1721135  PMID: 32024450 
  27. Price L, Gozdzielewska L, Young M, Smith F, MacDonald J, McParland J, et al. Effectiveness of interventions to improve the public’s antimicrobial resistance awareness and behaviours associated with prudent use of antimicrobials: a systematic review. J Antimicrob Chemother. 2018;73(6):1464-78.  https://doi.org/10.1093/jac/dky076  PMID: 29554263 
  28. Carlet J, Jarlier V, Acar J, Debaere O, Dehaumont P, Grandbastien B, et al. Trends in Antibiotic Consumption and Resistance in France Over 20 Years: Large and Continuous Efforts but Contrasting Results. Open Forum Infect Dis. 2020;7(11):ofaa452.  https://doi.org/10.1093/ofid/ofaa452  PMID: 33204753 
  29. UK Health Security Agency (UKHSA). English surveillance programme for antimicrobial utilisation and resistance (ESPAUR) report 2020 to 2021. London: UKSHA; 2021.
  30. Gilham E, Ashiru-Oredope D, Carter V. Assessment of antimicrobial resistance campaigns conducted to alter public awareness and antimicrobial use behaviours: a rapid review. 2022; Available from: https://www.crd.york.ac.uk/PROSPERO/display_record.php?RecordID=371142
  31. Ayorinde A, Jordan M, Ghosh I, Shaikh J, Adetunji V, Brown A, et al. Cost-effectiveness of antimicrobial resistance public campaigns which focused on improving awareness of antimicrobial resistance and changing antimicrobial use behaviours: a rapid review. Available from: https://www.crd.york.ac.uk/prospero/display_record.php?RecordID=394397
  32. Barrett C, Cheung KL. Knowledge, socio-cognitive perceptions and the practice of hand hygiene and social distancing during the COVID-19 pandemic: a cross-sectional study of UK university students. BMC Public Health. 2021;21(1):426.  https://doi.org/10.1186/s12889-021-10461-0  PMID: 33648486 
  33. Dwipayanti NMU, Lubis DS, Harjana NPA. Public Perception and Hand Hygiene Behavior During COVID-19 Pandemic in Indonesia. Front Public Health. 2021;9(543):621800.  https://doi.org/10.3389/fpubh.2021.621800  PMID: 34055709 
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>
/content/10.2807/1560-7917.ES.2023.28.47.2300100
/content/10.2807/1560-7917.ES.2023.28.47.2300100
Loading

Data & Media loading...

Supplementary data

Submit comment
Close
Comment moderation successfully completed
This is a required field
Please enter a valid email address
Approval was a Success
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error