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When setting up an awareness raising initiative it is important to identify and involve the relevant stakeholders. Here you find useful tools and strategies in the process.

Antibiotic resistance is a complex issue, that needs work with and input from many sectors and stakeholders. Stakeholders in this case are individuals, groups, organizations or authorities who are interested, can influence or be influenced by the implementation of awareness activities.

Different stakeholders can include government ministries, UN organizations, non-governmental organizations (NGOs), civil society organizations (CSOs), hospitals, health professionals, educators. Involving local key opinion leaders is useful to reach out with the message. Support from relevant experts is also recommended.

Identify the stakeholders

A stakeholder analysis tool can be used to help identify stakeholders and organize them into a table or stakeholder map according to their level of interest and power to influence. Engaging stakeholders to participate can be challenging but the effectiveness of awareness raising interventions is dependent on the ability to unify stakeholders, plan initiatives and communicate results.

Selected Resources

Resource Description
Building Coalitions for Containing Antimicrobial Resistance: A Guide Manual that helps stakeholders organize collaborations to address antimicrobial resistance. The chapter “Mobilize support” presents guidance on how to identify stakeholders, organize a working group and establish group procedures. Provides a number of useful templates such as stakeholder interview guide and sample agenda for kickoff meeting. An older version is available in Spanish and French.
Community Toolbox, chapter 7: Encouraging Involvement in Community Work Information portal. The Community Toolbox aims to offer people engaged in local and community work a depository of tools and advice for building healthier communities. Chapter 7 for example covers: The importance to involve all people affected by the problem (section 7) and Identifying and analyzing stakeholders (section 8).
Community Toolbox: Creating and Maintaining Partnerships Toolkit. This Community Toolbox toolkit provides guidance for creating a partnership among different organizations to address a common goal.
Networking Champions for Change (PDF) Case report. The story of building up the ReAct South East Asia network – Champions for Change (2 pages).

More from "Set up a campaign"

SIAPS. Building Coalitions for Containing Antimicrobial Resistance: A Guide. Submitted to the US Agency for International Development by the Systems for Improved Access to Pharmaceuticals and Services Program. Arlington, VA: Management Sciences for Health. [Internet]. 2017 [cited 2018 Mar 14]. Available from:
Sivaraman S. ReAct in South East Asia - Networking Champions for Change [Internet]. ReAct; 2014 [cited 2014 Sep 1]. Available from:
Work Group for Community Health and Development. Community Toolbox [Internet]. Community Toolbox. 2014 [cited 2014 Oct 14]. Available from: