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Associate Prof of Psychology at University of Leicester; research on health decision making & risk communication, e.g. about antibiotic resistance; writer; yoga enthusiast; mother of two
Eva Krockow
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Please share and join the conversation! The toolkit is free to use – if you post about it, please use #SMARTMetaphors. Thanks to all project collaborators and Seed Creativity, who did a fabulous job on the graphic design!
The toolkit features: - A library of ready-made metaphor posters - Templates to adjust existing metaphor posters - AI prompts that allow communicators to produce additional brand-aligned graphics
The result? Accessible, ready-to-use materials designed to help public health communicators engage audiences more effectively – and support more informed decisions about antibiotic use.
Drawing on our analysis of how metaphors are currently used in public discourse, alongside a recent Delphi study with #AMR communication experts, we’ve developed a flexible toolkit that brings 38 metaphor-based health messages to life.
I’m passionate about research impact beyond academic audiences. So I'm particularly excited to share the SMART (Strategic Metaphors for Antibiotic Resistance) Toolkit - a free, research-informed resource to support clearer communication about antibiotic resistance. smart.le.ac.uk #SMARTMetaphors
🚨Preprint alert! We analysed discourse on phage therapy across social media. Most posts were science‑focused, but some misinformation and even horror‑themed phage fiction appeared. 💬Better communication is essential to support awareness & acceptance of phage therapy. osf.io/preprints/ps...
New research by @evakrockow.bsky.social et al. finds #AMR messages too technical and unclear We need clearer, more relatable comms to drive change: doi.org/10.1093/jaca... @evakrockow.bsky.social @bsacandjac.bsky.social #JACAMRNews #IDSky
💊Antibiotics are our invisible infrastructure—like fossil fuels, we’re burning through them. 🔥 👏Refreshing metaphor, which links in with my own ongoing work! #AMR #HealthComms www.theguardian.com/books/2025/a...