Objectives and Target Audience
Objective(s)
1. Raise awareness of AMR (Antimicrobial Resistance): Spotlight the urgent global threat—responsible for ~5 million deaths annually—and show how antibiotic resistance jeopardizes essential medical procedures (e.g., C-sections, cancer treatment)
2. Transform complex health issues into emotional stories: Interweave Sir Alexander Fleming’s discovery of penicillin with a contemporary patient's battle against resistance, turning medical science into relatable, emotionally driven
3. Engage diverse communities through participation: Feature a professional cast alongside a local chorus of scientists and healthcare professionals at each performance venue, empowering communities to co-create and amplify awareness live
4. Inspire action through the arts: Use the transformative power of storytelling and theatre to move hearts and spark action—encouraging audiences to share the message and advocate for responsible antibiotic use
2. Transform complex health issues into emotional stories: Interweave Sir Alexander Fleming’s discovery of penicillin with a contemporary patient's battle against resistance, turning medical science into relatable, emotionally driven
3. Engage diverse communities through participation: Feature a professional cast alongside a local chorus of scientists and healthcare professionals at each performance venue, empowering communities to co-create and amplify awareness live
4. Inspire action through the arts: Use the transformative power of storytelling and theatre to move hearts and spark action—encouraging audiences to share the message and advocate for responsible antibiotic use
Target audience
General public
Policy-makers and government authorities
Healthcare professionals
Researchers
Campaign Scope
International
Communication Strategy
Communication Channels Used
Performing arts/Live theatre
Campaign Material(s)
Muscial production itself
Digital promotion assets
Key messages
Stopping the spread of infection by improving hygiene where possible will stop the need to antibiotics in the first place.
Campaign Focus
Human health
Campaign Setting
Theatre
Design and Content
Use of Scientific Evidence
Implicit Evidence-Based Messaging
Pedagogical Approach
Educational model applied
Transmissive
Constructivist
Participatory
Content Complexity Level
Intermediate
Diversity and Inclusion
Content accessibility
Yes
Dissemination and Sustainability
Replicability
Yes
Content usage license
Restricted
Campaign Status
Active