Antimicrobial Resistance Coordination and Strategy Unit

Antimicrobial
Resistance
Campaign
Creative Concept
Executions
Antimicrobial Resistance
Coordination and Strategy Unit
June 3, 2024

Campaign Activities Overview
SEPT 2023

OCT 2023

NOV 2023

DEC 2023

JAN 2024

FEB 2024

MAR 2024

APR 2024

MAY 2024

Strategic Foundation

JUN 2024

JUL 2024

AUG 2024

Campaign Planning

Secondary Research, Logic Model, and Strategic Development

Strategic Communication Plan

Formative Research

Planning, Implementation, and Reporting

Concept Development

Concept Approvals
OMB and Clearance

Concept Testing

Implementation and Reporting

2

Strategic Approach

CONFIDENTIAL •

3

STRATEGIC OVERVIEW:
Educate with Relevance, Urgency + Self Efficacy
Our secondary research revealed consumers have:
• Low Understanding: Most consumers often overestimate their familiarity with
antimicrobial resistance concepts (self-assessments are often misaligned with demonstrated
knowledge).
• Little Personal Connection: A lack of personal experience with antimicrobial resistance and
exposure to information on antimicrobial-resistant threats may contribute to consumer
underestimation of the potential impact on their daily lives.
• Openness to Act when Educated: Evidence suggests that consumers are motivated to act
after learning about the threat of antimicrobial resistance. It is also clear that people are
more likely to engage with antimicrobial resistance content when it is framed in the context of
personal risk.
• Need for Self-Efficacy: To avoid the negativity of disaster fatigue, the threat of antimicrobial
resistance must be presented as addressable, and not overwhelmingly hopeless.
4

STRATEGIC DIG SITES
We explored three avenues in to tackle these challenges:

The Antimicrobial Resistance Race:
Empower people to stay vigilant in our common defense against the spread of antimicrobial resistance.
Appeal to a sense of duty to slow its spread.

The Personal Appeal:
Go beyond the statistics and hypotheticals to show the personal toll of antimicrobial resistance.
Leverage emotion to encourage preventive actions to undermine antimicrobial resistance.

The Call to Action:
Help connect the dots to show how antimicrobial resistance can spread in their community.
Give examples of easy preventive steps that can limit the impact of antimicrobial resistance.

5

Creative Concepts

CONFIDENTIAL •

6

DIG SITE 1

The Antimicrobial Resistance Race
Empower people to stay vigilant in our
common defense against the spread of antimicrobial resistance.
Appeal to a sense of duty to slow its spread.

7

Outsmart

8

THE AR RACE

OUTSMART
TRUTH
The battle against antimicrobial resistance is fast-paced
and ongoing.

INSIGHT
To keep the threat at bay, we must outsmart drug-resistant
germs at every turn.

IDEA
With reconnaissance imagery and tactical language,
we'll show antimicrobial resistance as a threat worthy of
our most clever strategies to track and outpace it.

CONSUMER ADLOB

CONFIDENTIAL •

CONSUMER SOCIAL

Antimicrobial-resistant germs are becoming more
dangerous and more common, but we can fight
back. Learn how to take action.

Microbes resist
treatment
We get smart
OutsmARt
Antimicrobial
Resistance
[CDC LOGO]

Know the actions to fight
antimicrobial resistance

HCP ADLOB
ADLOB - HCP

Antimicrobial resistance grows | We spread the word
Body:
As a healthcare provider, you are key to limiting antimicrobial resistance. Talk to
your patients about preventing antimicrobial-resistant infections and create
protocols at your practice for managing and tracking antimicrobial prescriptions.
Get the tools you need at cdc.gov/outsmart-ar
OutsmARt
Antimicrobial Resistance
[CDC LOGO]
As a healthcare professional, you are key to
slowing antimicrobial resistance. Talk to your
patients about preventing antimicrobial-resistant
infections and create protocols at your practice for
managing and tracking antimicrobial
prescriptions.
CONFIDENTIAL •

Fight the Superbugs

16

THE AR RACE

Fight the Superbugs
TRUTH
If you can name an enemy, then you can fight it.
Antimicrobial resistance is an urgent global public
health threat, but many people don't even know what it
is.

INSIGHT
People have short attention spans, and a multitude of
domestic and global concerns compete for attention.

IDEA
Taking cues from movie posters— we'll use bold
headlines and cinematic visuals to capture attention,
create urgency, and introduce the world to the
superbugs that we need to fight.

CONSUMER ADLOB

CONSUMER SOCIAL

Appropriate use of antibiotics and antifungals can
help prevent the spread of resistant superbugs.

Unite against
ANTIMICROBIAL
RESISTANCE
[CDC LOGO]

Help protect the drugs
that protect us

HCP ADLOB

CONFIDENTIAL •

DIG SITE 2

The Personal Appeal
Go beyond the statistics and hypotheticals to
show the personal toll of antimicrobial resistance.
Leverage emotion to encourage preventive
actions to undermine antimicrobial resistance.

21

Imagine the Change

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THE PERSONAL APPEAL

Imagine the Change
TRUTH
Cold, hard stats don’t show the human toll of
antimicrobial resistance that can lead to drug-resistant
infections.

INSIGHT
On an equally impersonal topic, climate change experts
have found terms – relatable to the general public – to
express the impact of actions taken (or not taken)
today on the future.

IDEA
Let’s take a page from the playbook of another hard to
explain and relate-to topic, climate change, and use a
child’s imagination game to paint stark but poignant
examples of how what we do today could shape
tomorrow. All with a call to action that inspires viewers
to be a part of the solution.

UPDATED CONSUMER ADLOB

CONSUMER SOCIAL

Drug-resistant germs are spreading and causing
more than 2.8 million infections in the U.S. every
year. Left unchecked, this could make the
treatments designed to stop them useless.

cdc.gov/ARsolutions
Imagine being a part
of the solution

HCP ADLOB

DIG SITE 3

The Call to Action
Help connect the dots to show how
antimicrobial resistance can spread in their community.
Give examples of easy preventive steps that can limit
the impact of antimicrobial resistance.

27

Let’s Learn From the Germ

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THE CALL TO ACTION

Let’s Learn From
the Germ
TRUTH
Germs, bacteria, fungi and “bugs” are smart, they’ve
evolved to be resistant to the treatments designed to
kill them. (So they can kill us.)

INSIGHT
We could learn a thing or two about adapting our
behaviors from them. They can be our teachers.

IDEA
Introducing Professor SmartBug, a disgustingly cute
little PhD of evolving behaviors. His doctorate is in
fighting back, and he teaches us all his tactics for
survival so we can survive him.

CONSUMER ADLOB

CONSUMER SOCIAL

Do you know everything there is to know about
antimicrobial resistance? Professor SmartBug does.
Today’s class: how to slow the spread of germs that
can outsmart the treatments designed to kill them.

Insert Social Mockup

cdc.gov/smartbugs
Learn what actions
Can fight smartbugs

HCP ADLOB

RECAP

OU TSM A RT

IM A GINE TH E C H A NGE

L ET’S L EA RN FROM TH E GERM

FIGH T TH E SU P ERBU GS