Tag: Public Health

Metaphors: promising tools in antimicrobial resistance communication

Francesco M. Labricciosa, MD, Specialist in Hygiene and Preventive Medicine

Antimicrobial resistance (AMR) is a serious global health threat. Unfortunately, shortcomings in AMR communication are an obstacle to improving knowledge and raising public awareness, both essential factors in promoting behavioural change.

Although still relatively unexplored in the context of AMR communication, metaphors are promising tools. They can make abstract and complex scientific concepts easier to understand framing them in more concrete and familiar terms.

To enhance global public-facing risk communication about AMR, a research group led by Eva M. Krockow developed new metaphors targeting common misconceptions and incorrect behaviours. The study, which actively involved stakeholders and health professionals,was recently published in Scientific Reports.

A series of co-design workshops with the public and doctors in the United Kingdom, and with the public in South Africa, initially generated 89 metaphors, which were subsequently extended through 101 additional suggestions. Then, using the UCLA/RAND appropriateness method, 37 AMR communication experts from 27 countries evaluated these metaphors through an international 3-stage e-Delphi study, applying the UCLA/RAND appropriateness method..  

This process produced a set of 38 recommended metaphors suitable for global public health messaging, drawn from diverse source domains.

Nature and gardening emerged as the most endorsed metaphorical domains, leveraging universally shared experiences. Tool- and engineering-based metaphors were also highly rated for their everyday relevance and simplicity, while firefighting metaphors conveyed urgency effectively.

Interestingly, images of war and doomsday, commonly used to describe AMR as a battle, were largely rejected by expert communicators for oversimplifying complex processes and implying alarmism.

The study highlights the importance of tailoring messages to cultural, demographic, and local healthcare contexts, especially in low- and middle-income settings where sharing medicines or self-diagnosis may take place. Overall, the study provides a versatile toolkit for communicators, allowing messages to be selected or combined depending on the targeted aspect of AMR, alongside a replicable framework for co-designing context-specific communication.

The authors concluded that effective AMR communication has to face a double challenge: translating complex concepts into clear, understandable and tailored terms, while conveying the urgency of the AMR problem without inciting panic.

Reference

Krockow EM, Jones M, Mkumbuzi S, et al. Developing public health risk messages about antibiotic resistance using metaphors: an international co-design and e-Delphi consensus study. Sci Rep. 2026 Feb 18. 

A healthier world for all: is it possible?

Francesco M. Labricciosa, MD, Specialist in Hygiene and Preventive Medicine

Today the world is facing a crisis that threatens the fundamental pillars of public health, scientific integrity and social stability. These challenges can exacerbate global inequalities, jeopardise health security and undermine the progress achieved through years of international collaboration. It is crucial that health scientists are aware of these interconnected challenges and respond united and determined.

For these reasons, in a paper recently published in the World Journal of Emergency Surgery, a viewpoint declaration was signed by the Global Consortium for Solidarity to Overcome Challenges, Restore Trust and Advance Science for a Sustainable Future. This group included 366 healthcare workers and scientists from 119 countries from across all continents and belonging to numerous disciplines.

The paper aims to highlight the urgent need for global solidarity and collective action to address several global health challenges.

The authors begin their dissertation by focusing on the importance of investing in resilient healthcare systems, considering the vulnerability and fragility of global public health systems revealed by the COVID-19 pandemic. Moreover, the rapid process of globalisation has challenged traditional border-based control mechanisms, calling for new approaches to governing the globalization of public health.

Then, considering climate change as a public health emergency is essential, as well as evaluating the challenges of infectious diseases and antimicrobial resistance (AMR). In particular, AMR is considered by the authors as a global scientific, human, and economic challenge. They wish for a new research model on AMR that promotes collaboration and integrates knowledge across disciplines, ensuring a holistic approach and universal impact. Therefore, these objectives can be achieved adopting a One Health approach to combat infectious diseases and AMR.

Moreover, wars must be considered as public health emergencies. They have devastating effects on health, requiring immediate and coordinated global response. The healthcare community must play a leading role in preventing wars and promoting peace.

Among the challenges to be faced today, the authors included also combating false and misleading information. False narratives regarding health can damage public trust in science. Scientists must actively involve the public and communicate their findings in transparent and accessible ways. Furthermore, rethinking the quality and integrity of scientific research is essential as well.

Regulating artificial intelligence use in healthcare should be a priority, wisely considering its opportunities and challenges in a balance between innovation and ethical oversight. Finally, the importance of strengthening the global health governance is clearly underlined.

The authors conclude that scientists, clinicians, and healers can be stronger and better in restoring global trust and confidence only if they are united by a single but shared goal: a healthier world for all.

Reference

Sartelli M, Mossialos E, Coccolini F, et al. Global health at crossroads: uniting together to overcome challenges, restore trust and advance priorities for a sustainable future. World J Emerg Surg. 2025;20:84.