Table 2.

Qualitative themes and subthemes

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