World AMR Awareness Week campaign 2024
Summary of successes, challenges and lessons learnt
Overview
The World AMR Awareness Week (WAAW) is a global campaign to raise awareness and understanding of antimicrobial resistance (AMR) and to promote action by One Health stakeholders.
The theme of WAAW 2024 was “Educate. Advocate. Act now.” WAAW 2024 saw extensive engagement by stakeholders and partners globally. The campaign mobilized previously unreached groups such as patient advocates, civil society organizations and private sector entities. A harmonized approach among the Quadripartite agencies ensured a joint theme, campaign guide, campaign materials and global media events. The campaign achieved greater visibility on social media and wider media coverage than in previous years. The use of various engagement mechanisms, including in-person and hybrid events, social media platforms and traditional media, effectively reached diverse audiences. Communication assets based on personal stories of AMR survivors were prominently featured throughout the campaign to "humanize" AMR and had a high impact. Students and other young people actively participated in various events, bringing energy and fresh perspectives.
The campaign provided valuable insights and lessons that can be applied to future campaigns and communication activities. The report highlights WAAW-related activities led by WHO headquarters, regional offices and country offices and provides key takeaways for future action.