The new Flemings now sing: a methodological evaluation of gamification and citizen science strategies to raise awareness on antimicrobial resistance

Antimicrobial resistance (AMR) represents one of the greatest global health threats of the 21st century, yet public understanding of this silent pandemic remains limited. This study presents the design, implementation and evaluation of the SWICEU project, developed at CEU Cardenal Herrera University (Spain), which integrates citizen science, gamification and creative communication strategies to raise awareness of AMR and promote scientific vocations and the responsible use of antibiotics among young people and the general population. Over eight editions (2017-2025), 287 university students and 853 pre-university students aged between 14 and 16 participated in activities combining experimental microbiology with creative formats such as storytelling, music, board games and digital campaigns to promote becoming the Flemings of the future and raise awareness of AMR. The project's impact was assessed through pre- and post-surveys, satisfaction measures and analytics from media and social platforms including YouTube, X and Instagram. Results showed significant knowledge gains among participants (from 68.8% to 80.9% correct responses, P < 0.05), high satisfaction ratings (4.86-5/5) and wide public engagement, reaching more than 3.5 million people through media coverage and over 819 000 impressions on social media. These findings demonstrate that combining citizen participation, gamified learning and creative media strategies can make complex microbiological concepts both accessible and engaging. The SWICEU model provides a transferable framework for enhancing science communication and health literacy, not only in AMR education but also across other public health areas requiring societal awareness and behavior change.