9th AMR Conference, Basel: Rethinking AMR Communication

On February 26th 2025, at the BEAM Alliance 9th AMR Conference in Basel, Switzerland, our Chair, Dr Francesca Chiara, participated in a panel discussion titled “Communicating on AMR, a Simple Matter of Wording?”

She joined Kate Grailey (Fleming Initiative), Becky McCall (University College London) and Diane Shader Smith (Patient advocate and author) in exploring the nuances of AMR communication and public engagement.

The session opened with a fundamental question: Is AMR communication simply about wording, or does it extend to how, who, and where we communicate? The panel quickly agreed that effective messaging goes beyond terminology. It is about understanding audiences, using compelling storytelling, and leveraging diverse media to make AMR relevant to everyday lives.

The Power of Storytelling and Popular Media

Diane shared her late daughter Mallory Smith’s story, whose memoirs Salt in My Soul and Diaries of a Dying Girl, have powerfully illustrated the human cost of AMR. The panel also explored how mainstream media can support this effort. Whether through Hollywood films, theatre shows, or radio plays, narratives have the power to move AMR beyond the technical discourse. While traditional scientific messaging remains crucial, panellists noted that influencers and celebrities have the potential to break beyond the AMR scientific echo chambers and reach wider audiences. The challenge is ensuring that messages remain accurate and impactful when adapted for different audiences, including vulnerable populations.

Making People Care: The Role of Risk Perception

Public perception of AMR remains a challenge. Many people still view resistant infections as a distant threat, an issue that happens “somewhere else, to someone else.” To bridge this gap, the panellists discussed the importance of framing AMR in relatable ways. For example, presenting antibiotics as a cornerstone of modern medicine, essential for food security, cancer treatments, surgeries, and childbirth, which may help the public to relate on a more personal level.

Breaking Through the Noise: New Approaches to AMR Engagement

The panel also discussed the effectiveness of more novel formats for public engagement such as interactive storytelling, games and visual art. Innovative projects, like those by Anna Dumitriu, a British artist, offer a fresh perspective on how art can bring AMR to life for the public in ways that scientific evidence alone cannot.

Bridging Sectors: AMR and the Bigger Picture

Another key takeaway was the need for interdisciplinary collaboration. AMR is a One Health issue, connected to climate change, food security, and global health equity. Could partnerships with environmental groups or food security advocates help expand AMR’s reach? Panellists further agreed that AMR communication must be embedded in broader health and sustainability narratives, ensuring it resonates beyond scientific and policy circles.

Further panel discussions

On another panel, Nour Shamas, carer for her mother who is an AMR survivor from Lebanon, also shared her experience navigating difficult to treat bacterial infections during political strife and conflict. Her mother had developed a serious urinary tract infection (UTI) with sepsis a few months after back surgery, and still struggles with recurrent UTIs, and the experience is worsened by the breakdown in health systems and difficulty in access to diagnostics and antibiotics. The session was moderated by Marc Bonten (ECRAID) and also featured Olga Tosas Auguet (WHO) and Abi Manesh (Christian Medical College Vellore).

Looking Ahead

The session underscored the urgency of rethinking AMR communication strategies. While language matters, effective engagement is about much more; it is about who speaks, how they speak, and where the conversation happens.

As we move forward, we must embrace storytelling, leverage new media and influencers, and build partnerships across disciplines. We must also bear in mind that art can take on different formats in various geographic regions. AMR is a complex scientific concept that many people struggle to understand, so we need innovative approaches—like real-life stories and the arts—to make it more accessible and relatable.

The AMR Narrative continues to champion the importance of integrating patient stories at all levels, including grassroots efforts across all sectors  and we thank the organisers for including us.