Antimicrobial resistance (AMR)
The overuse and misuse of antibiotics has led to a growing number of antibiotic resistant bacteria in humans. Antibiotics are life saving medicines and changing attitudes and behaviours in AMR is fundamental in preserving the value they bring to our lives. The pharmacy environment provides an excellent opportunity to improve the knowledge and understanding of antimicrobial resistance.
Changing attitudes and behaviour in AMR
The Arts and Humanities Research Council (AHRC) funded Information Design and Architecture combating drug resistant infection (IDAPPS). IDDAPS is an inter-disciplinary project bringing together academics and practitioners in graphic and information design, architecture, ergonomics and human factors and pharmacy to consider how to ‘improve the knowledge and understanding of antimicrobial resistance’.
Designing persuasive pharmacy space
Design Science and partners developed the winning Beat Bad Bugs (BBB) campaign for IDAPPS. The BBB team are life-size characters each offering a perspective on antibiotic usage. This innovative approach also included various materials to support the pharmacy team at Day Lewis Reading branch.
The approach has been developed and tailored for pharmacies in other countries.