Case Study: WHO Regional Office for Africa boosts AMR awareness across Africa with Shape History

WHO Regional Office for Africa reaches 40 million people with Shape History’s #ResistTheResistance campaign

Shape History partnered with the WHO Regional Office for Africa to combat the critical public health threat of antimicrobial resistance (AMR), which is projected to kill millions across the continent. The challenge was to raise awareness and educate diverse audiences, including young people, health workers, and policymakers, about this complex and scientifically dense issue without coming across as accusational for the misuse of medicines.

The solution involved Shape History creating an engaging and empowering #ResistTheResistance campaign that framed the audience as heroes fighting a common enemy. They developed a wide range of compelling content, from social media assets to an immersive website with downloadable resources. This approach reached an estimated 40 million people, generated over 600,000 engagements, and fueled lasting conversations between WHO and policymakers, with resources continuing to be used to drive action long after the campaign ended.

WHO Regional Office for Africa