The challenge: The World Organisation for Animal Health (WOAH) works to improve animal health and welfare across the globe. They approached Marchmont Communications for support of the launch of their EcoAMR analysis—an extensive modelling of the health, economic and environmental impact of antimicrobial resistance (AMR)—seeking to inform policymakers at the UN General Assembly as they discussed plans for AMR in 2024.
Our Approach: To achieve WOAH’s objectives, Marchmont developed media and social media campaigns, including:
- Drafting a comprehensive media kit with top-line messaging, tailoring pitches for environmental-, economic and business- and health-focused media as well as case studies for journalists to engage meaningfully with the analysis.
- Crafting and placing an op-ed to boost visibility for the EcoAMR analysis and position WOAH as a thought leader and reliable reference for data that can drive AMR mitigation forward.
- Summarising key findings from the EcoAMR analysis to produce easily-understable and engaging social media posts that were accompanied by eye-catching GIFs and graphic cards.
Outcomes:
- The EcoAMR analysis received more than 450 pieces of media coverage and was featured in top-tier outlets like the Associated Press, Bloomberg, Devex, Financial Times, The New York Times, The Telegraph, and more.
- The analysis was also covered by specialist outlets such as Animal Feed Middle East and Africa Magazine, Food & Environment Reporting Network, Institute for Health Metrics and Evaluation, and more.
- An op-ed on the EcoAMR analysis was also published by The Hill further positioning WOAH leadership’s expertise in leading efforts to end AMR.
- In addition to this, the multimedia assets used on platforms such as Instagram garnered over 3 million views, further boosting engagement with the analysis.
