ICMRA Communication Campaign: World Antimicrobial Awareness Week 2022

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World Antimicrobial Awareness Week 2022:
ICMRA communication campaign

Communication toolkit for ICMRA members and partners

Background

The International Coalition of Medicines Regulatory Authorities (ICMRA) adopted antimicrobial resistance (AMR) as a strategic priority and committed its support for the fight against AMR in a joint statement published in 2019. Building on ICMRA’s AMR commitment, a new project on AMR best practices was adopted during the ICMRA Plenary Meeting in April 2021. Leveraging collective knowledge and experience, the project aimed to develop short case studies to highlight some of the successful or promising regulatory and non-regulatory interventions that are used in different jurisdictions to address AMR.

A Working Group was convened in September 2021 to advance the project (members: Health Canada ; European Medicines Agency ; Medicines and Healthcare products Regulatory Agency ; Ministry of Health, Labour and Welfare ; National Administration of Drugs, Food and Medical Devices ; National Agency for Food and Drug Administration and Control ; Saudi Food & Drug Authority ; Swedish Medical Products Agency ). The group developed a report summarising the project’s aims and resulting case studies in 2022. The case studies serve as tools to raise awareness, within the ICMRA membership and beyond, of some of the important actions taken to date to combat AMR. The case studies may promote further discussions within the ICMRA membership, strengthening the resolve to take bold steps to address this important public health issue and setting the stage for future collaborations. It may also be possible to adapt these best practices for implementation across member countries.

In support of World Antimicrobial Awareness Week (WAAW) 2022, the ICMRA AMR Best Practices report will be published in English and French on the ICMRA website on 21 November. The report, its key messages and the ICMRA statement on AMR will be promoted via diverse communication channels during WAAW to raise awareness of the growing public health threat of AMR and to highlight successful regulatory and non-regulatory interventions, which are used to tackle this problem. 

This communication toolkit is developed to streamline communications and promotion of the ICMRA AMR Best Practices Report during WAAW. It includes a list of key messages, visuals and suggested social media activities to help ICMRA members and partners spread the word about the ICMRA report and key messages on AMR.
Objectives

Raise awareness of the ICMRA report on AMR best practices among international medicines regulatory authorities, global public health, medical device, veterinary, agricultural and environmental regulatory agencies, healthcare professionals, veterinarians, and governmental policy units with a particular interest in AMR around the world;

• Provide high-quality information on successful regulatory and non-regulatory interventions, which are used to address AMR;
• Disseminate clear messages to inform and help ICMRA members understand and adapt best practices to fight AMR in their countries;
• Present ICMRA as a credible source of information on AMR.

Target audiences

ICMRA shares information about its work with specialised audiences, including international collaborative bodies, medicines regulatory authorities around the globe, pharmaceutical industry, global non-profit organisations, as well as major academic and philanthropic organisations with an interest in medicines regulation. The main audience group for communicating on the ICMRA report on AMR best practices are ICMRA members and other global medicines regulatory agencies.  Other interested parties may include global public health, medical device, veterinary, agricultural and environmental regulatory agencies, healthcare professionals, veterinarians, and governmental policy units with a particular interest in AMR.

It is also important that staff of ICMRA member organisations are kept informed of the main messages and deliverables concerning ICMRA’s efforts to contribute to the fight against AMR so that they are equipped to amplify key messages and deal with questions or comments on their agency’s work in this area.

Communication channels

To reach the above-mentioned audiences, ICMRA will use its established channels, including:

• ICMRA website;
• Regulatory authorities’ national websites;
• Social media platforms such as Twitter and LinkedIn;
• Targeted mailings to key stakeholders;
• Media distribution list;
• Newsletters; and
• Events/virtual discussions, workshops and webinars.

Key messages

• Antimicrobial resistance (AMR) is one of the greatest threats to public health globally. In 2019 alone, there were an estimated 4.95 million deaths associated with bacterial AMR, more deaths than caused by HIV/AIDS or malaria.
• AMR occurs when microorganisms, like bacteria, adapt in ways that make treatments for infections less effective. AMR spreads between humans, animals, plants and the environment.

• To fight AMR, cross-sectoral action is needed. ICMRA calls for better coordination across all sectors, including public health, animal health and the environment, through a ‘One Health’ approach.

• When all public health partners make concerted and collaborative efforts, we will have a better chance to reduce the threat of AMR to our health, economies and security.

• We all need to work together to fight AMR. ICMRA has made it a key priority to collaborate with other regulators around the world to prevent and combat AMR. That’s why ‘Preventing antimicrobial resistance together’ is the theme for World Antimicrobial Awareness Week in 2022.

• Global medicines regulatory authorities are committed to working together to combat AMR. Read more in the ICMRA’s call to action in its joint statement:
  https://www.icmra.info/drupal/sites/default/files/2019-11/ICMRA_Antimicrobial_Resistance.pdf

• ICMRA is highlighting successful and promising regulatory and non-regulatory best practices to combat AMR, and building on its joint statement. Learn and take inspiration from these AMR best practices outlined in a new report: https://www.icmra.info/drupal/sites/default/files/2022-11/amr_best_practices_report.pdf

• The report captures a range of best practices to fight AMR in line with the ‘One Health’ approach.
• New antimicrobial medicines and diagnostic tools are needed to fight AMR. Regulatory flexibilities can help to bring new products to the market. Read more in ICMRA’s report on best practices to tackle: AMR https://www.icmra.info/drupal/sites/default/files/2022-11/amr_best_practices_report.pdf
• Global health leaders and industry can find ways to solve economic issues in new antimicrobial drug development to stimulate innovation. Read more in ICMRA’s report on best practices to combat AMR https://www.icmra.info/drupal/sites/default/files/2022-11/amr_best_practices_report.pdf
• Misuse or overuse of antibiotics cause antimicrobial resistance. Restricting the sale and supply of antibiotics without a prescription is vital when tackling AMR. Learn more about best practices to address the rising threat of AMR in the latest ICMRA report: https://www.icmra.info/drupal/sites/default/files/2022-11/amr_best_practices_report.pdf

• A coordinated global approach is required to combat AMR. ICMRA calls on industry, healthcare practitioners, global leaders, researchers and media to do their part and join the efforts to fight AMR all around the world. Read more in the ICMRA statement on AMR: https://www.icmra.info/drupal/sites/default/files/2019-11/ICMRA_Antimicrobial_Resistance.pdf

Note: Each ICMRA member is encouraged to translate and tailor the key messages to the needs of their local audiences.

Suggested visuals

To mark World Antimicrobial Awareness Week in 2022, ICMRA has developed a set of info-cards to raise awareness of AMR and to highlight actions and activities (including best practices from around the world) stakeholders can take to help fight this growing public health threat.

Suggested social media messages:

Suggested hashtags

Primary

• #ICMRA
• #WAAW
• #AMR
• #AntimicrobialResistance

Secondary

• #globalhealth
• #health
• #publichealth
• #regulatoryprocesses

 Suggested handles

• @AEMPSGOB
• @anvisa_oficial
• @Aifa_ufficiale
• @EMA_News
• @GovCanHealth
• @LV_MPA
• @PMDA_JPN
• @TGAgovau
• @WHO
• Other ICMRA members