Building a One Health World to reduce
Antimicrobial Resistance (AMR)

EU-JAMRAI 2 is a collective commitment to protect the medicines that protect us. It brings together scientists, doctors, veterinarians, farmers, environmental specialists, policymakers, and citizens across Europe under a single mission: to slow down antimicrobial resistance and safeguard health for generations to come.

This initiative is part of the European Union’s wider effort to make Europe a region of excellence responding to this global challenge; a place where collaboration, knowledge, and responsible action come together to protect health, now and in the future.

Born from the success of the first EU-JAMRAI, this second phase brings together 129 institutions from 31 countries - the 27 EU Member States, together with Ukraine, Iceland, Norway, and Switzerland - to address this challenge. It deepens collaboration through the One Health approach, recognising that the wellbeing of people, animals, and the environment are inseparable. Its mission goes beyond research centres and policies: it is about building bridges between science and society, between everyday habits and global change.

Through EU-JAMRAI 2, Europe turns science into cooperation and cooperation into care. It reminds us that our health, the health of animals, and the health of the planet are bound together, and that only by acting as one can we preserve the delicate balance that sustains life.

Why is EU-JAMRAI 2 creating this database on AMR campaigns and messages?

Understanding communication across Europe

EU-JAMRAI 2 is creating this database to map, analyse, and make accessible the communication efforts developed across Europe to raise awareness about antimicrobial resistance (AMR). By gathering materials and messages from 2009 to 2025, the project aims to identify trends, best practices, and gaps in national and regional approaches; strengthening cooperation and supporting more effective, equitable, and evidence-based communication strategies.

Learning from each other

Because awareness starts with understanding. This database brings together how Europe has been talking about AMR, through posters, videos, campaigns, and public actions. By sharing these materials, we can learn from one another, inspire future initiatives, and ensure that AMR messages reach everyone, everywhere.

Building a shared voice

Each campaign tells a story about how we care for health: human, animal, and environmental. By collecting and sharing these stories, EU-JAMRAI 2 seeks to turn knowledge into collaboration, and collaboration into a shared European voice for responsible antimicrobial use.

This review, promoted and coordinated by the communications area of EU-JAMRAI 2, enables the creation of a comprehensive catalogue of awareness-raising efforts carried out across Europe, helping us to understand the current communication landscape. By analysing these materials, we can explore how AMR messages are being communicated, to whom, and with what objectives, and we can identify best practices that can inspire future actions.

Furthermore, this process allows us to pinpoint gaps or weaknesses where awareness-raising efforts may be lacking or less effective. The insights gained will guide future improvements, supporting more inclusive, evidence-based, and impactful communication strategies on AMR.

300 awareness-raising messages, campaigns, or communication materials have been identified so far.

The review covers materials on antimicrobial resistance (AMR), healthcare-associated infections (HAIs), and hand hygiene/handwashing, disseminated in Europe between 2009 and 2025.

Two main types of materials and documents have been analysed:

Institutional awareness materials, including leaflets, posters, infographics, videos, advertisements, educational resources, websites and digital content, and social media posts.
Evaluation reports, considered only when they include or describe specific awareness-raising materials.

Each material or document included in the review contains at least the following core information: message or content, responsible entity, target audience, dissemination channel, and date or last update.