Wellcome: Talking about the ‘antibiotic apocalypse’ is alarming, not persuasive. This is why
Dan Metcalfe, head of campaigns at Wellcome, writes, “Tackling drug-resistant infections is a huge challenge. While some action is being taken, we are a long way from breakthrough progress. One way to increase the pace of action is to make sure that advocates are using the best available evidence to communicate effectively. That’s why we’re launching Reframing Resistance. … Based on the research, we developed five evidence-based principles. When applied together, they are more likely to create communication which truly informs, motivates, and persuades…” (10/28).