Raising awareness of antimicrobial resistance in rural aquaculture practice in Bangladesh through digital communications: A pilot study

Simple item page
cg.contributor.crpAgriculture for Nutrition and Healthen
cg.contributor.crpFishen
cg.contributor.donorEconomic and Social Research Councilen
cg.contributor.donorBiotechnology and Biological Sciences Research Council, United Kingdomen
cg.contributor.donorWorldFishen
cg.contributor.donorCGIAR Trust Funden
cg.coverage.countryBangladeshen
cg.coverage.iso3166-alpha2BDen
cg.coverage.regionSouthern Asiaen
cg.coverage.regionAsiaen
cg.identifier.doihttps://doi.org/10.1080/16549716.2020.1734735en
cg.isijournalISI Journalen
cg.issn1654-9880en
cg.issueSupplement 1en
cg.journalGlobal Health Actionen
cg.reviewStatusPeer Reviewen
cg.volume12en
dc.contributor.authorThornber, Kellyen
dc.contributor.authorHuso, Doinaen
dc.contributor.authorRahman, Muhammad Meezanuren
dc.contributor.authorBiswas, Himangsuen
dc.contributor.authorRahman, Mohammad Habiburen
dc.contributor.authorBrum, Ericen
dc.contributor.authorTyler, Charles R.en
dc.date.accessioned2025-01-29T12:57:54Zen
dc.date.available2025-01-29T12:57:54Zen
dc.identifier.urihttps://hdl.handle.net/10568/171239
dc.titleRaising awareness of antimicrobial resistance in rural aquaculture practice in Bangladesh through digital communications: A pilot studyen
dcterms.abstractOne of the key strategic objectives of the World Health Organisation’s global antimicrobial resistance (AMR) action plan is to improve public awareness and understanding of this issue. Very few AMR awareness campaigns have targeted the animal production sector, particularly in low- and middle-income countries (LMICs) where rural communities can be geographically difficult to access via traditional face-to-face community engagement methods. Aquaculture is a major food production industry in Bangladesh and across Asia, an area which poses a significant risk to global AMR dissemination. In this pilot study, we sought to investigate the potential for digital communication materials to rapidly and effectively communicate AMR messages to rural aquaculture farmers in Bangladesh. Working with stakeholders from the Bangladesh aquaculture industry, we developed a 4-minute digital animation designed specifically for this audience and assessed its capacity to engage and communicate AMR messages to farmers. We then conducted a small-scale social media campaign, to determine the potential for rapidly disseminating AMR awareness materials to a large audience across Bangladesh, where there is an extensive 4 G internet network and an ever-increasing proportion of the population (57% as of December 2019) have mobile internet access. Thirty-six farmers were surveyed: all of them liked this method of communication and 97% said it would change the way they use antibiotics in the future. Through the social media campaign, the animation received 9,100 views in the first 2 weeks alone. Although preliminary, these results demonstrate the huge potential for digital communication methods for the rapid and widespread communication of AMR awareness materials to rural aquaculture communities in Bangladesh and across Asia. Our results support the need for more research into the most appropriate and effective content of AMR awareness campaigns for aquaculture communities and question the need for explaining the science underlying AMR in such communication materials.en
dcterms.accessRightsOpen Accessen
dcterms.available2020-03-10en
dcterms.bibliographicCitationThornber, Kelly; Huso, Doina; Rahman, Muhammad Meezanur; Biswas, Himangsu; Rahman, Mohammad Habibur; Brum, Eric; and Tyler, Charles R. 2019. Raising awareness of antimicrobial resistance in rural aquaculture practice in Bangladesh through digital communications: A pilot study. Global Health Action 12(Supplement 1): 1734735. https://doi.org/10.1080/16549716.2020.1734735en
dcterms.extent1734735en
dcterms.issued2019-12-13en
dcterms.languageenen
dcterms.licenseCC-BY-4.0en
dcterms.publisherTaylor and Francisen
dcterms.subjectantibioticsen
dcterms.subjectfish cultureen
dcterms.subjectsocial mediaen
dcterms.subjectaquacultureen
dcterms.subjectrural areasen
dcterms.subjectcommunicationen
dcterms.typeJournal Articleen

Files

Collections

CRP A4NH outputs