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CSR Project By:  Pfizer Limited

Project Budget: INR 5.84 Cr


AMR ko Aao Milkar Rokein

Project

AMR ko Aao Milkar Rokein  (2018-19)

 
 
Project Sector  : Preventive Healthcare, Water and Sanitation
 
 
Implementing Partners: 
 
 

Project Description

This flagship CSR project aims to combat the threat of anti-microbial resistance caused by the irresponsible use of antibiotics.

In November 2018, the first Anti-Microbial Stewardship Program (AMSP) workshop was conducted in New Delhi under the aegis of this partnership. The day-long workshop, conducted by ICMR experts, received an overwhelming response with 150 participants from the medical fraternity attending it.

In 2019, a high-decibel public awareness campaign titled ‘AMR ko Aao Milkar Rokein’ (Let us work together to curb AMR) was launched. Simplifying the concept of AMR, the campaign also provided the general public with easy to understand and follow ways of using antimicrobials responsibly and only upon advice from healthcare professionals. The intent of this public service initiative—AMR ko Aao Milkar Rokein is to raise awareness about anti-microbial resistance that makes antibiotics ineffective. The campaign also puts out clear and simple steps that the public-at-large can follow to curb this menace; the most important of these being only taking antibiotics upon the prescription of the healthcare professional. The strategy was to make AMR a personal mission, by simplifying it, humanizing it and bringing it into popular culture. The opportunity was to make AMR personally relevant, in a manner that the audience understands and hence takes the necessary actions.

The campaign was launched across six metros and reached over 100 million people. As a part of this initiative, a public-facing website on AMR was also launched (www.stopamr.in) that that received over 1.5 lakh views in the first 15 days.

 
 
Project Location:   New Delhi-Delhi, Mumbai-Maharashtra, Kolkata-West Bengal, Bengaluru-Karnataka , Chennai-Tamil Nadu ,
 
 

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