How Collaborative Efforts Contributed to the Development of a National Multisectoral SBC Campaign Addressing Antimicrobial Resistance and Zoonotic Diseases in Tanzania

Despite global concerns about Antimicrobial Resistance (AMR), Tanzania faces a significant community knowledge gap including lack of understanding of AMR's implications and necessary mitigation actions. Additionally, there is limited awareness regarding infections that are spread between people and animals (zoonotic diseases), despite their significant contribution to emerging and re-emerging pandemics. 

The interdisciplinary nature of the sectors involved (Ministry of Health, Ministry of Livestock and Fisheries, Ministry of Agriculture, and Ministry of Environment) posed significant challenges in effectively coordinating efforts to address AMR and zoonotic diseases. This highlighted the need for a comprehensive, collaborative approach to raise awareness public regarding these public health issues. 

To address these challenges, we collaborated with the Prime Minister’s Office (PMO), responsible for coordinating One Health approach activities. We designed a national multimedia and multisectoral social and behavior change (SBC) campaign titled "Holela Holela Itakukosti" loosely translates “Recklessness is Costly”, aimed at promoting the adoption of appropriate health and safety measures to prevent AMR and Priority Zoonotic Diseases (PZDs). 

Throughout the campaign design and implementation, continuous collaboration, learning and adaptation (CLA) were integral factors for success. Feedback from pre-tests, multiple stakeholder engagements were used to refine campaign messaging and strategies, ensuring cultural relevance and effectiveness. 

The outcome of this collaborative approach was the launch of the "Holela Holela Itakukosti" campaign, endorsed by all sector ministries under the One Health initiative. The campaign has garnered public support and recognition as best practice demonstrating a successful multi-sectoral effort to address AMR and zoonotic diseases in Tanzania and beyond.