Given that AMR is a complicated technical concept for most of the general public, our first step was to clarify the definitions of “antibiotic” and “antimicrobial resistance”. We needed to transform the high-level biology of AMR into an easily communicated concept. From our research on Weibo, we found that people who had been actively talking about AMR were mostly physicians and other health professionals, who are also our target audience. We saw the potential for these health professionals to serve as PGC (Professional Generated Content) producers. Informed by our research, we suggested our client partner with influential physicians on Weibo to reach more audiences.
Our data-inspired communications strategy successfully inspired 20 influential doctors, many of whom have more than 1 million followers, to join the WHO campaign and promote the hashtag #HandleAntibioticsWithCare. Given the British government’s role in supporting AMR research and advocacy, we connected WHO with the British Embassy in China for collaboration.