November 26, 2025
In an op-ed for The Indian Express, OHT’s Rishiraj Bhagawati, with Dr. Rajib Dasgupta, explains why current AMR awareness efforts miss the mark, and what needs to change.
Antimicrobial resistance (AMR) is not a simple problem, yet our global communication around it often is. Despite being one of the biggest health threats of our time, public messaging still leans on oversimplified slogans, limited targeting, and short-lived campaigns.
AMR is a web of interconnected, locally driven epidemics, including neonatal sepsis; drug-resistant typhoid; hospital infections; resistance emerging in poultry, aquaculture, and the environment; and more. Without nuanced, community-specific communication grounded in a One Health lens, awareness becomes a box-ticking exercise rather than a driver of real change.
The authors highlight how current communication efforts fall short, and why we must move beyond generic “awareness” messaging toward strategies that actually shift behaviors and strengthen systems.
Read the op-ed here.
