Abstract
Antimicrobial resistance (AMR) is a leading global health threat, intensified by antibiotic misuse during the COVID-19 pandemic. This presentation highlights the role of storytelling as an innovative framework to strengthen antimicrobial stewardship (AMS) research and communication. Drawing on a mixed-methods NHS-based research programme—including systematic, retrospective, and cross-sectional studies—the presentation demonstrates how narrative-driven approaches enhance engagement, empathy, and collaboration across disciplines. Storytelling translated scientific findings into accessible narratives, increasing healthcare professional participation by 40% and public awareness by 35%. The model informed the development of an AMS dashboard and policy brief, aligning with WHO AWaRe and Start Smart Then Focus frameworks. Integrating arts, science, and communication fostered sustainable, people-centred stewardship and policymaking impact.
| Original language | English |
|---|---|
| Pages | 1-22 |
| Number of pages | 22 |
| Publication status | Published - 7 Nov 2025 |
| Event | Communicating for Change: AMR Seminar, British Academy - British Academy, london, United Kingdom Duration: 7 Nov 2025 → 7 Nov 2025 |
Conference
| Conference | Communicating for Change: AMR Seminar, British Academy |
|---|---|
| Country/Territory | United Kingdom |
| City | london |
| Period | 7/11/25 → 7/11/25 |
Keywords
- Antimicrobial resistance
- antimicrobial resistance (AMR)
- Antibiotics
- antibiotics for doctors
- Antibiotics for pharmacists
- Antimicrobial stewardship
- Antimicrobial Stewardship (AMS)
- antimicrobial stewardship outcome
- Antimicrobial stewardship programs
- storytelling
- Storytelling
- Behavioural insights
- Behavioural change
- public engagement
- Public engagement
- COVID19 pneumonia
- covid 19
- One Health
- One Health Approach
- health communication
- Policy translation
- Policy
- research impact
- Research impact