Antimicrobial Resistance Behaviour Change

The AMR programme is using BeSci to promote the appropriate use of antimicrobials and improve food production. The AMR Behaviour Change Community of Practice, which links behavioural scientists with: governments, civil society and private stakeholders to create RCTs to test crowdsourced insights; Communication campaigns, which are incorporating affect, loss aversion and salience into messaging; and Farmer field schools that leverage experiential learning, social norms, messenger effects and implementation intentions to encourage target behaviours.