A recent situation analysis of antibiotic resistance (ABR) showed that the limited awareness of the problem among relevant stakeholders is one of the biggest challenges to combatting antimicrobial resistance (AMR) in Cambodia.

Based on this research we defined the national strategy, identifying first of all the target. We worked with the researchers to create a knowledge spillover or domino effect. We defined the scope of the campaign in urban and peri-urban areas of Cambodia, equipping knowledge ambassadors in the city to transmit the message to the countryside. This was supported as well with radio and television advertisements.
Our materials were displayed in hospitals, pharmacies and universities to reinforce the message.
The strategy that was created for one year is still active and moving in social media and health centers. Getting ready for its second stage.