Various forms of media help to shape public opinion, narratives and discourse that affect public behaviour, knowledge, attitudes and practice. Media also help to dispel myths and misconceptions, combat misinformation and promote evidence- and science-based information. Media were therefore identified as one of four priorities during two global consultations for raising awareness about AMR, organized in 2022 by the Quadripartite organizations, the Food and Agriculture Organization of the United Nations (FAO), United Nations Environment Programme (UNEP), World Health Organization (WHO) and World Organisation for Animal Health (WOAH). In response, the Quadripartite has developed this practical toolkit for engaging media in AMR. The aim is to equip individuals, organizations and networks with tools for media engagement on AMR at subnational, national, regional and global levels to increase public awareness of AMR, including policy-makers, civil society and communities.
- Pages
- 51
- Published in
- Kenya
Table of Contents
- Antimicrobial resistance toolkit for media engagement 1
- Antimicrobial resistance toolkit for media engagement 3
- Contents 5
- Acknowledgements 6
- Abbreviations 7
- Glossary 8
- Introduction 11
- Use of the toolkit 12
- Three-step guide to engaging the media in AMR 13
- 3.1 Identify your objective 15
- 3.2 Define the approach and activities 15
- 3.3 Prepare 17
- Tactics for media engagement 21
- 4.1 Reaching out 22
- 4.2 Partnerships 24
- 4.3 Pitch stories not issues 27
- 4.4 Responsible media engagement principle of Do no harm. 28
- Tools and tips 30
- 5.1 Three tools for drafting documents 31
- 5.2 Tips for photos and videos 34
- 5.3 Keeping informed and adding value to social media engagement 35
- Media engagement activities 40
- Annex 40
- Key messages developed by the Quadripartite organizations 44
- Annex 44
- Opportunities for media engagement 47
- Annex 47
- Sample consent or model release forms 49
- Annex 49
- Sample media releases by the Quadripartite organizations 50
- Annex 50
