Antibiotic resistance is one of the most significant global health threats today, disproportionately affecting marginalised communities that often lack access to reliable healthcare information. In response, Dr. Ripudaman Singh Minhas, a Developmental Pediatrician at Unity Health Toronto and Associate Professor of Pediatrics at the University of Toronto, is leading a vital initiative through the Our Kids’ Health Network (OKH). This international, social media-based knowledge translation platform is dedicated to addressing health disparities by bringing critical information about antibiotic resistance to diverse communities around the world.
“Collaboration with PAR Foundation will allow us to bring vital information about antibiotic resistance and its impact to diverse cultural-linguistic communities globally” – Dr. Ripudaman Singh Minhas.
The Our Kids’ Health Network (OKH) is designed to bridge the gap in health communication that conventional methods often fail to reach. The network’s innovative approach leverages social media and culturally tailored content to ensure that key health messages, especially regarding antibiotic resistance, are accessible to a wide audience. In collaboration with PAR Foundation, OKH is expanding its reach to over one million families across 10 diverse cultural-linguistic groups, including Punjabi, Tamil, Black-African-Caribbean, Cantonese, Mandarin, Filipino, Arabic, Hispanic, and Ukrainian communities.
Central to OKH’s approach is a deep commitment to community engagement. Dr. Minhas and his team work closely with community advisory boards, made up of representatives from the targeted cultural-linguistic groups. These boards provide invaluable insights into the beliefs, attitudes, and practices that shape how different communities understand antibiotic use. By listening to these communities, the OKH team ensures that their messaging is not only scientifically accurate but also culturally relevant.
The project will see the creation of 10 key messages, each tailored to the needs and experiences of the different cultural groups involved. These messages will be shared via multilingual social media campaigns, featuring healthcare professionals from within the communities themselves. This will ensure that the information comes from trusted, familiar sources, increasing its impact and credibility.
“Our project will actively and respectfully address communities myth and misbeliefs about AMR” – Dr. Ripudaman Singh Minhas
OKH’s educational campaigns will include videos, infographics, and other digital tools designed to engage families in a way that resonates with their cultural and linguistic backgrounds. The use of social media is particularly strategic, given its power to reach large audiences quickly and effectively. OKH’s platform already boasts over 900,000 followers and nearly 100 million views, and the team plans to leverage this broad reach to maximize the impact of their antibiotic resistance education campaigns.
In addition to community engagement, OKH will share its findings and project outcomes in academic settings, contributing to the broader global discourse on antibiotic resistance and health equity. Dr. Minhas and his team are committed to ensuring that their research and insights benefit not only the communities they serve but also the wider healthcare field.
The implications of this project extend far beyond individual communities. By focusing on antibiotic resistance—a key issue that affects everyone—Dr. Minhas and the OKH team are addressing a global health crisis. Their culturally tailored approach to health communication offers a model for how public health initiatives can be more inclusive, responsive, and effective in reaching marginalized populations. As antibiotic resistance continues to rise, initiatives like this are crucial in preventing further harm and ensuring that all communities have the information they need to protect themselves.