Antimicrobial resistance (AMR) is a global public health challenge. Due to overuse of antibiotics, bacteria are becoming resistant to antibiotics, which creates infections that can't be treated by modern medicine. To combat AMR, the public need to both know that AMR is an issue and know what actions they can take to address AMR.
When patients are prescribed antibiotics, the information provided (and how this is provided) is likely to be influential on whether they are taken correctly, or if behaviours that contribute to antimicrobial resistance (such as not finishing the course) predominate.
This study, a large online experiment involving 7,000 people across the UK, aims explore the influence of what information and how it is provided. The study looks at different ways of presenting information on antibiotic packets-from clear instructions to warnings and even scannable QR codes with extra details.
The main goals are to see if these changes can help participants understand how to take antibiotics exactly as prescribed. The investigators also want to see if it helps participants understand what antibiotic resistance is and their role in preventing it.
By understanding what works best, the investigators hope to find simple, effective ways to help everyone use antibiotics wisely, protecting these vital medicines for the future.
Adults aged 18 and over
United Kingdom residents
Have passed the attention check at the start of the online survey.
Individuals who are not signed up a market research panel and therefore will not have access to the online survey.
Those resident outside the UK.
Those who fail the attention check at the start of the online survey. Individuals aged under 18.
Parallel
Behavioural Message
BehavioralParticipants are presented with an image of an antibiotic packet, that contains information about the behaviour "take antibiotics exactly as prescribed". This can be delivered to participants via a QR code, or a warning message on the packet.
Behavioural message + positive framing
BehavioralParticipants are presented with an image of an antibiotic packet, that contains information about the behaviour "take antibiotics exactly as prescribed" and information about AMR, framed in a positive manner. This can be delivered to participants via a QR code, or a warning message on the packet.
Behavioural message + negative framing
BehavioralParticipants are presented with an image of an antibiotic packet, that contains information about the behaviour "take antibiotics exactly as prescribed" and information about AMR, framed in a negative manner. This can be delivered to participants via a QR code, or a warning message on the packet.
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Treatment groupsSee each treatment group below.
Overall intent to take antibiotics as prescribed
The proportion of Moderately, Very likely, or 'Yes' responses across the 4 measures of intent (taking one dose at a time, taking the full course, spacing the doses throughout the day, stopping when feeling better).
Proportion of correct responses on comprehension questions about antibiotic use
Responses to six questions relating to taking antibiotics exactly as prescribed, including how many per day, how many days for, when should tablets be taken, duration of course, how many tablets at a time and how to space across day
Individual measures of intent to take antibiotics as prescribed
Impact of intervention on individual behaviours relating to taking antibiotics as prescribed
Do the interventions increase understanding that not taking antibiotics as prescribed contributes to AMR?
What is the effect of changing the messaging of the intervention on overall intent to take antibiotics as prescribed
Control vs Neutral framing vs positive framing vs negative framing
What is the effect of changing the mechanism of delivery of the intervention on overall intent to take antibiotics as prescribed
Control vs QR code vs Warning message on packet
Click on the lead sponsor to view all of their trials.
Imperial College London
Lead sponsor
The Behavioural Insights Team
Collaborator
This trial is not recruiting at the moment. You can still explore other options:
