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dc.creatorThornber, K.en_US
dc.creatorHuso, D.en_US
dc.creatorRahman, M.M.en_US
dc.creatorBiswas, H.en_US
dc.creatorRahman, M.H.en_US
dc.creatorBrum, E.en_US
dc.creatorTyler, C.en_US
dc.date.accessioned2020-04-20T07:18:43Z
dc.date.available2020-04-20T07:18:43Z
dc.date.issued2020
dc.identifier.citationGlobal Health Action, 12: 1734735.en_US
dc.identifier.issn1654-9716en_US
dc.identifier.urihttps://hdl.handle.net/20.500.12348/4068
dc.description.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_US
dc.formatPDFen_US
dc.languageenen_US
dc.publisherTaylor & Francis Openen_US
dc.rightsCC-BY-NC-ND-4.0en_US
dc.subjectlow-income countriesen_US
dc.subjectdigital innovationen_US
dc.subjectawareness-raisingen_US
dc.subjectantibioticen_US
dc.subjectdigital communicationsen_US
dc.subjectanimationen_US
dc.subjectcommunication strategiesen_US
dc.subjectFishen_US
dc.titleRaising awareness of antimicrobial resistance in rural aquaculture practice in Bangladesh through digital communications: a pilot studyen_US
dc.typeJournal Articleen_US
dcterms.bibliographicCitationThornber, K. et al. (2020). Raising awareness of antimicrobial resistance in rural aquaculture practice in Bangladesh through digital communications: a pilot study. Global Health Action, 12: 1734735.
cg.contributor.crpFISHen_US
cg.contributor.funderCGIAR System Officeen_US
cg.coverage.countryBangladeshen_US
cg.coverage.regionSouth Asiaen_US
cg.identifier.worldfish4587
cg.subject.agrovocsouth east asiaen_US
cg.subject.agrovocfish farmingen_US
cg.subject.agrovocfish diseasesen_US
cg.subject.agrovocfish cultureen_US
cg.subject.agrovocantibioticsen_US
cg.subject.agrovocantimicrobial resistanceen_US
cg.subject.agrovocamren_US
cg.subject.agrovocsocial mediaen_US
cg.contributor.affiliationFood and Agriculture Organization of the United Nationsen_US
cg.contributor.affiliationUniversity of Exeteren_US
cg.contributor.affiliationWorldFishen_US
cg.identifier.statusOpen accessen_US
cg.identifier.ISIindexedISI indexeden_US
cg.contribution.worldfishauthorHuso, D.en_US
cg.contribution.worldfishauthorRahman, M.M.en_US
cg.contribution.worldfishauthorBiswas, H.en_US
cg.description.themeSustainable aquacultureen_US
dc.identifier.doihttps://dx.doi.org/10.1080/16549716.2020.1734735en_US
cg.creator.idDoina Huso: 0000-0002-4477-2593en_US
cg.creator.idMuhammad Meezanur Rahman: 0000-0002-7305-8292en_US


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