Developing a logic model for communication-based interventions on antimicrobial resistance (AMR).

PLOS Glob Public Health

MRC/CSO School of Social & Public Health Sciences Unit/School of Health and Wellbeing, University of Glasgow, Glasgow, United Kingdom.

Published: June 2024

AI Article Synopsis

  • - The text emphasizes the critical role of communication in raising awareness about antimicrobial resistance (AMR) within global and national action plans, yet notes the lack of structured communication campaigns that consider local contexts and co-design with target audiences.
  • - The SNAP-AMR Logic Model was developed in Tanzania to outline the necessary resources, activities, outputs, and intended outcomes for effective AMR communication campaigns, ensuring they are relevant and impactful.
  • - The model incorporates communication and behavior change theories to guide the development of messages and materials, ultimately serving as a framework for evaluating the effectiveness of AMR interventions.

Article Abstract

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.

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Source
http://www.ncbi.nlm.nih.gov/pmc/articles/PMC11175528PMC
http://dx.doi.org/10.1371/journal.pgph.0002965DOI Listing

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