People-centred approach to tackling antimicrobial resistance: key principle of the Roadmap on antimicrobial resistance for the WHO European Region 2023–2030

A people-centred approach to tackling antimicrobial resistance (‎AMR)‎ was developed to support countries in their implementation of the recently adopted Roadmap on antimicrobial resistance for the WHO European Region 2023–2030. A people-centred approach acknowledges the central role of individuals and communities in tackling AMR, and in helping to address weaknesses and gaps in current AMR efforts. The document illustrates what a people-centred approach to AMR means, demonstrates its value, and compiles useful resources and tools for implementation.

This document discusses the role of behaivoural and cultural insights (BCI) systematically exploring the contextual and individual factors that affect a behaviour or practice related to tackling AMR, and using that insight to develop, test and implement more effective policies, services and communication. It acknowledges that a BCI approach is often underutilized in this context, and discusses how insight and evaluation can play a role in combating AMR.