Named as a ‘silent’ crisis, Antimicrobial Resistance (AMR), a calamitous health hazard bred through the over-utilization of antibiotics, was responsible for approximately 1.4 million deaths in the Indian subcontinent in 2019 alone. Unveiling this enigmatic crisis to the public was a group of committed students at the Goa Institute of Management (GIM), as part of the ‘Give Goa Initiative,’ a philanthropic endeavor initiated by the institution. These driven young minds embarked upon a mission to spread awareness, collaborate with healthcare professionals, and advocate for policy changes at a higher level, confronting this silent crisis head-on.
Under the banner of the ‘Give Goa Initiative,’ the students established a partnership with Diagopreutic Private Limited, based in Ponda, orchestrating awareness-raising initiatives spanned across various hospitals in the region. The students rolled out Knowledge, Attitude, and Practice (KAP) surveys to measure the general public’s perception and understanding of AMR, while also teaming up with Prabhaav, a healthcare initiative based in Sanquelim that is driven by GIM students, to further increase awareness through social media channels.
AMR, a severe health threat that develops when bacteria evolve and become resistant to antibiotics, is being fueled by the over-prescription and misuse of these drugs as well as poor infection control measures. The GIM student team, which included individuals such as Shivangi Tiwari, Ritu Chaturvedi, Paavan Rawal, and several others, carried out targeted hospital awareness campaigns at Hospicio South Goa Hospital, Manipal Hospital, and Goa Medical College (GMC), among others. Through these campaigns involving animated videos, live sessions, and promotional materials, they were successful in reaching out to a broad audience comprising doctors, pharmacists, and community members, discussing preventative strategies and shining a light on the dangers of AMR.
The influence of their work was significant, contributing to a visible amelioration in public perception surrounding AMR, increased adherence to AMR guidelines among healthcare workers, and a decline in over-the-counter antibiotic sales. Supporting this initiative are organizations like GIM and Diagopreutic Private Limited, asserting the indispensability of informed action in the purview of healthcare. With expert predictions estimating a staggering 10 million annual AMR-related deaths by 2050, urgent intervention on this front is paramount.