Testing New Ways to Name Antimicrobial Resistance

NCT06356285 | Completed Results

• 1 other identifier: 6995049
• Study Type: interventional
• Target: 4,296
• Locations: 1 country
• Sites: 1

Brief Summary

This study aims to investigate the public's views on antibiotics and the impact of different ways to name the potential consequences of antibiotics not working in the future. It is known that current ways to name this don't resonate well with the public, and the study team have worked with members of the public through focus groups and community workshops to develop new ways of describing this in a process of co-design. This study aims to test four different ways of presenting this potential crisis to the public, some of which are new communication strategies designed by the public themselves, to evaluate which are the most memorable and investigate the impact on behaviour change. Adults aged over 18, living in the United Kingdom, who have already signed up to a market panel research company will be eligible to participate in this study. Participants will be invited to complete a short online survey (this should take around five minutes), advertised to them by the market research panel they have already signed up to. This survey is completely anonymous, and contains some multiple-choice questions, and some that require a short free text response. At the start of the survey one of the four ways to name AMR will be presented to participants in the form of a poster. This study aims to result in an improved understanding regarding the general public's understanding of antibiotic use and investigate the impact of communication on behaviour change. The data from this study may be used to inform future public health campaigns on this topic and improve the use of antibiotics. This study will be conducted online using the Predictiv platform, an online platform built by the Behavioural Insights Team. The study is being run in collaboration between the Behavioural Insights Team and the Institute of Global Health Innovation at Imperial College London. Is it anticipated that the survey will open in April 2024 and be open until recruitment of 4000 participants is complete. This is expected to take 4-6 weeks.

Conditions

Antimicrobial Resistance; Attitude to Health

Keywords

Antimicrobial Resistance; Behaviour Change

Outcome Measures

Primary Outcomes (1)

• Percentage of Correct Answers by Participants on Questions Designed to Evaluate Attitudes Towards Antimicrobial Resistance (Sentiment)

  Evaluation of participant's attitudes towards antimicrobial resistance, related to questions within the survey that assess sentiment (including agreement that antimicrobial resistance is an urgent issue that needs to be addressed, antimicrobial resistance poses a risk to human health and antimicrobial resistance is an issue that may impact the participants own health). This was conducted using a quasi-binominal regression model using the sum of binary ratings of sub-sentiment questions as the primary outcome analysis.

  6 weeks

Secondary Outcomes (3)

• Percentage of Correct Answers by Participants on Questions Designed to Evaluate Comprehension of Antimicrobial Resistance

  6 weeks

• Percentage of Participants Who Stated They Would Request Antibiotics

  6 weeks

• Percentage of Participants Who Correctly Recalled the Terminology Related to Antimicrobial Resistance

  6 weeks

Study Arms (4)

Control Arm - Antimicrobial Resistance

NO INTERVENTION

Participants will be shown an image of a poster at a bus stop. This will contain information about antibiotics, and will have the words "Antimicrobial Resistance" at the top.

Intervention Arm 1 - Superbugs

EXPERIMENTAL

Participants will be shown an image of a poster at a bus stop. This will contain information about antibiotics, and will have the word "Superbugs" at the top.

Behavioral: Presentation of Antimicrobial Resistance

Intervention Arm 2 - Antibiotic Resistance

EXPERIMENTAL

Participants will be shown an image of a poster at a bus stop. This will contain information about antibiotics, and will have the words "Antibiotic Resistance" at the top.

Behavioral: Presentation of Antimicrobial Resistance

Intervention Arm 3 - Antibiotic Crisis

EXPERIMENTAL

Participants will be shown an image of a poster at a bus stop. This will contain information about antibiotics, and will have the words "The Antibiotic Crisis" at the top.

Behavioral: Presentation of Antimicrobial Resistance

Interventions

Presentation of Antimicrobial Resistance BEHAVIORAL

Participants will be presented with a poster containing information about antibiotics, each intervention poster will have a different name at the top, representing a new way to frame antimicrobial resistance.

Intervention Arm 1 - Superbugs; Intervention Arm 2 - Antibiotic Resistance; Intervention Arm 3 - Antibiotic Crisis

Eligibility Criteria

• Age: 18 Years+
• Sex: all
• Healthy Volunteers: Yes
• Age Groups: Adult (18-64), Older Adult (65+)

You may qualify if:

• Adults aged over 18
• Resident in the United Kingdom (UK)
• Have passed the attention check at the start of the online survey.

You may not qualify if:

• Individuals not signed up a market research panel, and will therefore not have access to the online survey
• Those resident outside the UK
• Those who fail the attention check at the start of the online survey.
• Individuals aged under 18.

Sponsors & Collaborators

• Imperial College London: lead
• The Behavioural Insights Team: collaborator

Study Sites (1)

Imperial College London

London, W2 1NY, United Kingdom

Location

Results Point of Contact

• Title: Dr Kate Grailey
• Organization: Imperial College London

k.grailey18@imperial.ac.uk

07912563290

Study Officials

• Kate Grailey

  Imperial College London

  PRINCIPAL INVESTIGATOR

Publication Agreements

• PI is Sponsor Employee: Yes

Study Design

• Study Type: interventional
• Phase: not applicable
• Allocation: RANDOMIZED
• Masking: SINGLE
• Who Masked: PARTICIPANT
• Masking Details: Participants will be blinded to the study arm that they have been assigned to.
• Purpose: OTHER
• Intervention Model: PARALLEL
• Sponsor Type: OTHER
• Responsible Party: SPONSOR

Model Details: This study has been designed as a four-armed online randomised control trial (RCT). This will be conducted using Predictiv, an online platform for running behavioural experiments built by the Behavioural Insights Team The 4,000 participants will be randomised in a 1:1:1:1 ratio to one of four trial arms.

Study Record Dates

• First Submitted: April 4, 2024
• First Posted: April 10, 2024
• Study Start: April 10, 2024
• Primary Completion: April 18, 2024
• Study Completion: May 1, 2024
• Last Updated: January 14, 2025
• Results First Posted: January 14, 2025

Record last verified: 2025-01

Data Sharing

• IPD Sharing: Will not share

Locations

GB (1)