Table 2.
Themes | Subthemes |
---|---|
Campaign awareness | • Employer and professional networks • Invitation (e.g. via email) • Social media • Can’t remember • News bulletins • Radio |
Campaign decision making | Reasons for signing up and initial impressions • Interest / concern about AMR • Lack of awareness / interest in raising awareness of AMR • Pre-existing knowledge of correct use of antibiotics • Moral duty and personal responsibility • Willingness and ability to help • Furthering career/professional interest • Likened to signing a petition • Blame felt regarding antibiotic resistance • Failure of current messages to change mind sets • Access and use campaign promotional materials • Previous illness experience • Minimal effort / easy to sign up Pledge group • Most pertinent / relevant • Qualifying for more than one group • Ability to have an impact • Other pledge group suggested Pledge choices • Pledge matched behaviour already performed • Relevance of pledge • Greatest perceived impact • More than one pledge relevant • Specific pledge feedback • Different or amended pledges preferred/suggested • Simplicity/clarity of information • Age of child • Breadth of pledge |
Pledge recall | N/A |
Impact of campaign | • Limited personal impact of campaign • Value of the campaign • Number of people signed up • Raised awareness • Reduced antibiotic use • Unintended consequences • Time needed for impact • Reduced antibiotic resistance • Reducing workload of GP • Reaching a wider audience • Visibility of campaign |