Fleming Initiative launches a new media network to tackle antimicrobial resistance

The Fleming Initiative has launched the Content, Health and AMR Innovation Network (CHAIN), a new media network aimed at uniting clinician content creators and communication experts in combating antimicrobial resistance (AMR). CHAIN, supported by YouTube Health, aims to harness the power of health-focused video content to tackle the spread of infectious diseases that no longer respond to antimicrobial medicines. The initiative aims to change how people understand and use antimicrobials, inspiring changes in behavior. With over 110 billion views globally in 2021, online content is a popular source of healthcare information, with many healthcare-focused creators on YouTube having over one million followers.