Communication toolkit to promote prudent antibiotic use aimed at primary care prescribers

The toolkit offers advice on how campaign organisers could engage with primary care prescribers so as to promote appropriate and responsible use of antibiotics. The main aim of the campaign is to encourage and empower primary care prescribers to follow prescription guidelines for antibiotics and to provide them with the necessary information, messages and tools to inform patients about the risks of antibiotic resistance and direct their patients towards appropriate use of antibiotics and alternative treatments for viral infections such as common colds and flu.

The primary target audience are primary care prescribers as they represent the group that most frequently interacts with patients seeking medical advice due to simple viral infections, such as common colds and flu. Primary care prescribers generally consist of general practitioners but in some countries also include nurses who can provide primary care and write prescriptions for patients.

The toolkit contains template materials and some suggested key messages for health professionals, ideas for awareness raising activities, and suggested tactics for getting the messages across to both primary care providers and patients regarding prudent use of antibiotics. The toolkit materials are provided in an adaptable format (Word, Adobe InDesign) for easy adaptation and use at national level.