Superheroes Against Superbugs (SaS), in collaboration with Youth Ki Awaaz, has launched #SochSamajhKe, which is a digital-first, youth-led awareness and action campaign that brings Antimicrobial Resistance (AMR) into everyday conversations and choices. The campaign is supported by The Trinity Challenge through its AMR Youth Funding Competition 2026.
For many young people, AMR is still a distant or technical issue, often disconnected from daily life. Yet, it is closely linked to common behaviours such as self-medication, incomplete antibiotic courses, pressure on doctors for quick fixes, and limited awareness of how infections spread. These everyday decisions quietly contribute to a growing crisis where medicines stop working, and routine infections become harder to treat. Addressing AMR in this context means moving beyond information alone and creating spaces where young people can question, reflect, and rethink their relationship with antibiotics and health.
Through #SochSamajhKe, we aim to shift AMR from being an invisible, scientific concept to a visible, relatable issue shaped by everyday actions. Anchored in storytelling and youth voices, the initiative invites contributions that unpack the social, cultural, and behavioural dimensions of antibiotic use. From personal narratives and opinion pieces to explainers and creative formats, the campaign leverages digital media to make AMR accessible, engaging, and actionable.
The campaign will be driven through Youth Ki Awaaz’s participatory platform, enabling young people across India to write, publish, and amplify their perspectives. At SaS, our role focuses on bridging science and communication, ensuring that the complexity of AMR is translated into language and stories that resonate with lived experiences, while remaining grounded in evidence.
Over the coming months, we will be sharing stories, insights, and reflections emerging from the campaign. Tackling AMR will require more than awareness, as it now calls for a shift in how we think, act, and make decisions about our health, individually and collectively.
If you would like to contribute, collaborate, or learn more, explore the campaign here at www.youthkiawaaz.com/sochsamajhke/
Because the next time we reach for antibiotics, the choice we make matters. #SochSamajhKe.