Social and Behavioral Sciences Commons^™

Translating Antimicrobial Resistance: A Case Study Of Context And Consequences Of Antibiotic-Related Communication In Three Northern Thai Villages, Nutcha Charoenboon, Marco J. Haenssgen, Penporn Warapikuptanun, Thipphaphone Xayavong, Yuzana Khine Zaw

Goal 16: Peace, Justice and Strong Institutions

Antimicrobial resistance (AMR) threatens to cause ten million deaths annually by 2050, making it a top item on the global health agenda. The current global policy response is multi-faceted, wherein behavioural dimensions like people’s medicine use are being predominantly addressed with education and communication campaigns. The social sciences literature suggests that cross-contextual translation of medical knowledge in global awareness campaigns can create misunderstandings and adverse behavioural responses. However, the consequences of AMR communication in low-income and middle-income contexts remain largely undocumented. In response to the empirical knowledge gap, this study presents the case study of educational activity in three northern …