The 7-7-7 Campaign, was our flagship initiative for our World Antimicrobial Resistance Awareness Week (18–24 November 2025), engaging during 7 days, 7 actions and 7 group of stakeholders. Key events included flag displays on Pont du Mont-Blanc from 17 to 19 November, an awareness booth at Geneva Cornavin Main Train Station on 18 November, and the blue illumination of Geneva’s Jet d’Eau on 23 November.
Throughout the week, an online social media campaign ran with partners from various sectors and participants who amplified the campaign’s reach and highlighted their work related to AMR.
As a conclusion to WAAW 2025, the 2025 Global Intergenerational Dialogue on AMR took place on 24 November in collaboration with the Geneva Environment Network, underscoring the critical need for cross-sectoral collaboration to sustainably address AMR.
Pont -Du-Mont Blanc
One of the most noticeable aspects of our 777 campaign was the deployment of the Alliance’s and the AMR campaign’s flags during November 17–19, 2025.
On average, 55,000 cars, 14,500 pedestrians, and 6,500 cyclists pass through the Pont du Mont Blanc each day.
This exceptionally high circulation, which included pedestrian traffic, private automobiles, public transportation, and active mobility users, made it the perfect setting for educating the Canton of Geneva’s citizens and passersby about AMR.
Thousands of extremely diverse and energetic travelers saw the flags throughout the course of the three days, raising awareness of AMR and highlighting the importance of health diplomacy in public spaces.
Train Station Booth
A full-day AMR awareness stand at Gare Cornavin, the largest and busiest train station in Geneva, with more than 170,000 passengers passing through daily. Our objective was to engage directly with the people and raise awareness about antimicrobial resistance in an accessible way.
The stand featured:
- A large projection screen showing educational and informative content produced by us and the organizations that joined our 777 campaign
- Distribution of educational and informative materials, including flyers, infographics, and factsheets.
- An interview corner for short recordings with passersby and partners.
Throughout the day:
- We interacted with individuals of all ages in multiple languages to make our outreach inclusive (English, French, Spanish, Portuguese)
- Many visitors learned about AMR for the first time
Social Media Campaign
Over 7 days, we convened a social media campaign across our platforms to highlight 7 key actions from 7 stakeholder groups to reduce the global AMR burden.
The actions included Infection Prevention and Control, Water Sanitation and Hygiene, stewardship, surveillance, innovation, R&D, manufacture, equitable access, One Health approach, evidence-based policy, financing, and health diplomacy.
The 7 stakeholder groups represented a whole-of-society approach to curbing the global health threat and included AMR Survivors, Health workers, Governments and Policy Makers, Civil society, philanthropy, academia, International Organizations, Private Sector, Media.
The content spanned languages such as Maltese, English, Spanish, French, Hindi, Portuguese, Italian, and Malayalam
The social media outreach from over 20 global organizations who participated in the campaign totalled 15,231 impressions, likes, reactions, and reposts.
Jet d’Eau Ilumination
The illumination of the Jet d’Eau in blue on 23 November was one of the key activities carried out as part of our 777 campaign.
Lighting of the Jet d’Eau supports awareness of key issues, humanitarian emergencies, or highlights events organized in international Geneva. For WAAW2025, the Jet adorned itself in brilliant blue to illuminate the AMR challenge at the heart of the harbor.
This symbolic icon of the city of Geneva, lighting it in blue, raised visibility, strengthened public awareness, and encouraged collective action in support of the campaign’s goals to reduce the global burden on AMR.
2025 Intergenerational Dialogue on AMR
Co-hosted by the Health Diplomacy Alliance and Geneva Environment Network, the 2025 Global Intergenerational Dialogue on AMR brought together speakers from Quadripartite and Youth led organizations and built on global momentum, amplified youth perspectives through dedicated surveys, fostered inter-generational exchanges of cross sectoral and cross regional success stories and highlighted actionable recommendations to embed inclusive One Health approach in global AMR governance.
