~ GIM’s students conducted hospital campaigns, policy advocacy and awareness drives to highlight the silent, but critical health crisis.
~ The B-School’s campaign as part of its ‘Give Goa Initiative’ highlights the urgent need for responsible antibiotic use and stronger regulations
Antimicrobial Resistance (AMR), or drug-resistant infections caused by the overuse of antibiotics, claimed 1.4 million lives in India alone in 2019. To create awareness about this growing ‘silent’ crisis, students of the Goa Institute of Management (GIM), as part of the Institute’s ‘Give Goa Initiative,’ took it upon themselves to educate communities, engage healthcare professionals and drive policy-level change.
Under the aegis of the ‘Give Goa Initiative,’ GIM students partnered with Diagopreutic Private Limited, Ponda, to spearhead awareness campaigns across hospitals in the state. They also conducted Knowledge, Attitude and Practice (KAP) surveys to gauge public understanding of AMR and collaborated with Prabhaav, GIM’s Sanquelim-based healthcare management student initiative, to amplify awareness through social media.
AMR occurs when bacteria adapt and evolve, making antibiotics ineffective. The misuse and overuse of these drugs, combined with poor infection control, have accelerated the crisis, according to experts. With AMR threatening life-saving procedures like surgeries and cancer treatments, GIM students sought to bring this ‘Hidden Pandemic’ into the public eye.
Key findings from the campaign revealed that handwashing as a preventive measure was often overlooked, while pharmacists interviewed during the campaign stressed the need for stronger government support in enforcing antibiotic regulations.
“AMR is a silent crisis that threatens global health and awareness is the first step in combating it. Our students have shown initiative and responsibility in addressing this challenge as part of GIM’s ‘Give Goa Initiative.’ Their efforts highlight the role of education in driving real change and fostering a culture of responsible antibiotic use,” said Prof. Ajit Parulekar, Director, GIM.
The B-school’s student team—Shivangi Tiwari, Ritu Chaturvedi, Paavan Rawal, Abhishek Srivastava, Ashish Pratim Mahanta, Tushar Ojha, Shreosi Bose and Saurabh Chaturvedi—conducted hospital awareness drives at Hospicio South Goa Hospital, Manipal Hospital and Goa Medical College (GMC). Through promotional materials, animated videos and live sessions, they reached out to doctors, pharmacists and community members to discuss AMR’s dangers and prevention strategies.
At Manipal Hospital, the campaign contributed to revising antibiotic policies and launching stewardship initiatives. At Margao’s Hospicio Hospital, students worked with infection control experts to assess existing antibiotic regulations, leading to stricter protocols and CME (Continuing Medical Education) programs on AMR. At GMC, they engaged with Project Parivartan, a Pfizer-backed initiative aimed at strengthening antimicrobial stewardship across 36 public health facilities in Goa.
“The impact of their work has been tangible. Awareness campaigns led to a 15 percent increase in public knowledge about AMR and a 10 percent reduction in self-medication rates. Policy advocacy contributed to a 20 percent decrease in over-the-counter antibiotic sales, while training programs improved adherence to AMR guidelines among healthcare workers by 25 percent,” said Sreerupa Sengupta, associate professor at GIM and lead for the ‘Give Goa’ initiative on AMR.
This initiative, supported by GIM and Diagopreutic Private Limited, highlights the power of informed action. Health experts warn that without urgent intervention, AMR-related deaths could rise to 10 million annually by 2050.
