- Develop implementation plans for the promotion of general public awareness and action
- Use evidence (epidemiological, clinical, social research) to agree priority populations (e.g., older people with chronic illness, parents of children with recurrent ARI, tourists, people from culturally- and linguistically-diverse (CALD) backgrounds)
- Specify relevant knowledge and behaviour goals for each priority group
- Use an inclusive social science base for the development of policy and communications (i.e., perspectives from critical health psychology, medical sociology, medical anthropology, media studies, behavioural science and communications)
- Support policy and communications by stimulating partnerships, translating research findings into policy and plans, creating guidance, and showcasing and sharing effective initiatives
| - Provide patients and carers with advice for health-care while an infection takes its course
- When antibiotics are not prescribed, provide the patient or carer with an explanation so that they can understand the expected duration of symptoms and how these should be managed
- When antibiotics are prescribed, explain for the patient or carer what is expected of them, including: prescription compliance; repeat prescriptions; delayed prescribing; when to cease taking antimicrobials; how to dispose of unused prescriptions and antibiotics
- Message design and delivery should be tailored to antibiotics use contexts, including: pet care, travel, parenting, early intervention, self-care
- Message design and delivery needs to be meaningful for different publics according to education, science literacy, and Cultural and Linguistic Diversity (CALD)
- Consistent messaging across prescribers and dispensers will help to preserve trust and minimise perceptions of ‘willy nilly’ doctors
- Messaging should integrate with digital media used for healthcare (e.g., Google, MyHealth Record)
| - Generate alternative AMR media narratives that provide information about the management of infections and best use of antimicrobials
- Explain the short and long-term health benefits of antimicrobial stewardship for the individual and the community
- Explain the interdependence of individual and community health
- Generate high quality content with consistent messages for use in digital news media and social media
- Increase resources for communications events (World Antibiotics Awareness Week/Day) to improve their reach and impact for priority general public groups
- Use and expand the communications evidence-base to improve reach and impact
- Incorporate existing and emerging peer-to-peer online networking into communications approaches
- Provide consumer advice for use of online pharmacies that may impact on antimicrobials use
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- Antimicrobial Resistance Governance Group
- Australian Strategic and Technical Advisory Group on AMR (ASTAG)
- Commonwealth and state health departments
- Australian Commission on Safety and Quality in Healthcare
- Antimicrobial Use and Resistance in Australia (AURA) program partners
| - Professional bodies in primary care, nursing, pharmacy and veterinary medicine
- Pharmaceutical companies
- National Prescribing Service/Choosing Wisely
- National Centre for Antimicrobial Stewardship
- Infectious diseases specialists leading AMS programmes
- Behavioural, communications and social researchers
| - Public and private media organisations
- Science and health journalists
- School and university educators
- Museums and similar cultural programmes
- Health promotion specialists
- Consumer health advocacy organisations
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