Virhia Jennika, Laurie Emma, Lembo Tiziana, Seni Jeremiah, Pollack Roxana, Davis Alicia, Mapunjo Siana, Mshana Stephen E, Mmbaga Blandina T, Hilton Shona
MRC/CSO School of Social & Public Health Sciences Unit/School of Health and Wellbeing, University of Glasgow, Glasgow, United Kingdom.
School of Geographical and Earth Sciences, University of Glasgow, Glasgow, United Kingdom.
PLOS Glob Public Health. 2024 Jun 13;4(6):e0002965. doi: 10.1371/journal.pgph.0002965. eCollection 2024.
The importance of communication in enhancing people's awareness and understanding of antimicrobial resistance (AMR) is consistently recognised in global and national action plans (NAPs). Despite this, there have been relatively few national AMR communication campaigns which use a structured approach to take account of the local context, encompass co-design with the target audience and use a logic model to help inform its design, implementation and evaluation. Designing a logic model for communication-based interventions can help map out the planning, resources, messaging, assumptions and intended outcomes of the campaign to maximise its impact, ensure it is fit for context and minimise any unintended consequences on individuals and society. Building on an AMR research project in Tanzania, Supporting the National Action Plan for AMR (SNAP-AMR), we co-designed the SNAP-AMR Logic Model with key stakeholders to implement AMR communication campaigns and related legacy materials to be employed in support of the Tanzanian NAP, but with broader relevance to a range of contexts. In developing the SNAP-AMR Logic Model, we reviewed relevant communication theories to create and target messages, and we considered behavioural change theories. We defined all key elements of the SNAP-AMR Logic Model as follows: (1) resources (inputs) required to enable the design and implementation of campaigns, e.g. funding, expertise and facilities; (2) activities, e.g. co-design of workshops (to define audience, content, messages and means of delivery), developing and testing of materials and data collection for evaluation purposes; (3) immediate deliverables (outputs) such as the production of legacy materials and toolkits; and (4) changes (outcomes) the campaigns aim to deliver, e.g. in social cognition and behaviours. The SNAP-AMR Logic Model efficiently captures all the elements required to design, deliver and evaluate AMR communication-based interventions, hence providing government and advocacy stakeholders with a valuable tool to implement their own campaigns. The model has potential to be rolled out to other countries with similar AMR socio-cultural, epidemiological and economic contexts.
全球和国家行动计划（NAPs）始终认可沟通在提高人们对抗菌素耐药性（AMR）的认识和理解方面的重要性。尽管如此，采用结构化方法来考虑当地情况、与目标受众共同设计并使用逻辑模型来指导其设计、实施和评估的全国性AMR沟通活动相对较少。为基于沟通的干预措施设计逻辑模型有助于规划活动的计划、资源、信息、假设和预期成果，以最大限度地发挥其影响，确保其适合具体情况，并尽量减少对个人和社会的任何意外后果。基于坦桑尼亚的一个AMR研究项目“支持AMR国家行动计划（SNAP-AMR）”，我们与关键利益相关者共同设计了SNAP-AMR逻辑模型，以实施AMR沟通活动及相关遗留材料，用于支持坦桑尼亚的国家行动计划，但对一系列情况具有更广泛的相关性。在开发SNAP-AMR逻辑模型时，我们回顾了相关沟通理论以创建和定位信息，并考虑了行为改变理论。我们将SNAP-AMR逻辑模型的所有关键要素定义如下：（1）开展活动设计和实施所需的资源（投入），如资金、专业知识和设施；（2）活动，如共同设计研讨会（以确定受众、内容、信息和传播方式）、材料开发和测试以及为评估目的进行数据收集；（3）即时交付成果（产出），如遗留材料和工具包的制作；以及（4）活动旨在实现的变化（成果），如社会认知和行为方面的变化。SNAP-AMR逻辑模型有效地捕捉了设计、开展和评估基于AMR沟通的干预措施所需的所有要素，从而为政府和宣传利益相关者提供了一个实施自身活动的宝贵工具。该模型有可能推广到具有类似AMR社会文化、流行病学和经济背景的其他国家。
