In our ongoing efforts to address one of the most pressing global health threats, Antimicrobial Resistance (AMR), DRASA recently participated in the Media-EIS Fellowship Co-Creation Workshop. This workshop, designed to empower fellows in media advocacy, focused on developing a unified AMR campaign for Nigeria. Over the course of two days, we collaborated with media experts from various fields to craft an impactful campaign, engaged in technical discussions, and developed creative solutions that can drive change. Here are some insights into how it went.
The Challenge: Antimicrobial Resistance, an Ongoing Pandemic
The workshop kicked off with introductions and personal reflections on participants’ experiences with medication misuse or abuse, which set the stage for the deeper conversations to come. The first technical session, led by Dr. Ayodele Majekodunmi from the Food and Agriculture Organization (FAO), shed light on the global and national AMR problems, focusing on its impact on animals and food production. Dr. Majekodunmi discussed the widespread use of antibiotics in food animals and the growing evidence of AMR in these animals, which poses a significant risk to human health.
Our team at DRASA then took the spotlight with a session titled “AMR, The Ongoing Pandemic.” Facilitated by Ifeyinwa George, DRASA’s AMR Program Manager, the session was designed to educate participants on the global drivers of AMR, with an emphasis on how it impacts both human and animal health in Nigeria. We also highlighted our work in mitigating AMR through public health advocacy, education, and direct interventions. This presentation provided a foundation for the fellows, equipping them with the knowledge needed to address AMR in their own media efforts.
Co-Creating the Campaign: “My Body, My Padi”
With the technical knowledge in place, the second day of the workshop focused on translating that information into creative action. We began with a session on storytelling and storyboarding, which explained how to bring complex health challenges like AMR to life through powerful narratives. We explored the importance of crafting a clear creative brief, complete with behavior objectives, target audience analysis, and key messages.
The highlight of the day was the collaborative process of selecting the unified campaign theme. After much brainstorming and discussion, we collectively chose “My Body, My Padi” as the core message. This theme, which is the Nigerian Pidgin version of the English Language phrase, “My Body, My Friend”, speaks to the importance of individuals taking personal responsibility for their health, animal health and the environment they live in. This creative, relatable approach is designed to engage the public in understanding how improper antimicrobial use can lead to AMR and how they can take action to prevent it.
Looking Ahead
As the workshop came to a close, the fellows began working on synopses for video scripts, and animations that will form the backbone of the upcoming AMR campaign. DRASA’s involvement in this process, through facilitating sessions, providing technical guidance, and supporting the development of creative ideas ensures that the final campaign will not only be impactful but also aligned with our commitment to fighting AMR on all fronts.
Stay tuned to see the final product!
