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Change the Course: Create a New Future for Antibiotics

You've heard about the rise of the superbugs. You've heard about the threat of 10 million deaths per year by 2050. It is time to tell a new story and create a new future for antibiotics. You have the power to help Change the Course.





Antimicrobial agents, including antibiotics, are used in healthcare across the world - from treating minor infections, enabling safe operations through to use in chemotherapy and life-threating infections such as sepsis. Simply put, we need them to work.

But they are losing their effectiveness and leading to the rise in drug-resistant infections - the so-called superbugs.

As part of Pfizer UK's ongoing dedication to tackling antimicrobial resistance (AMR), we've launched a national campaign which aims to help us all feel empowered to change the course of AMR and create a new future for antibiotics. We need to take action to change the course and create a new future for antibiotics.


Download the full report

Change the Course: Create a New Future for Antibiotics
Published November 2020.

▶ Why should I care?

Drug resistant infections are one of the biggest public health challenges today. They are rooted in the over-reliance on and misuse of antibiotics and antimicrobial agents.

Currently, AMR kills 700,000 people per year globally. Without antibiotics, there will be a significant increase in deaths.

Antibiotic resistance is not a problem that can be permanently fixed – we can't stop bacteria evolving and becoming resistant to antibiotics. But we can change our relationship with antibiotics and recognise antibiotic resistance as a health issue we have to live with and work hard, continuously to keep at bay.

▶ Why now?

In 2020 we have come to understand how quickly a pandemic can change our lives.

The deadly consequences of the pandemic are a reflection of what happens when there is a disease which can affect anybody and for which we have no effective medical solution or cohesive system to address on a global scale.

We have experienced how our wellbeing can be dependent on the health and behaviour of those around us. With public awareness and knowledge about pandemics at an all-time high, now is the time to work together and take action on antibiotic resistance.



▶ What can I do to take action?

It starts with action to take antibiotics responsibly and help prevent infections.



Spread the word

Start talking about the threat of antibiotic resistance and what we can do about it

Consider how you and others are affected


Share this report to start a conversation


Join others already talking about the issue



Call for action

Help advocate for change on a larger scale

Make your voice heard by speaking out about the issue


Find out how antibiotics are used in food production



Join the learning revolution

Change the way we create a future with antibiotics

Learn about the real-world issue of antibiotic resistance


Get involved in citizen science

▶ Stories of Antibiotic Resistance


Antibiotic resistance is already impacting people in the UK and beyond. No matter your gender, race, religion, sexual orientation, age, ability or citizenship, we are all at risk of contracting antibiotic resistant infections which can have life changing consequences.

Read real-life patient stories. 


▶ Meet the Change the Course taskforce

We’re honoured to have been working with some of the country’s leading experts – from microbiologists to behavioural psychologists – to take a fresh look at the topic and share clear steps we can all take to make a difference.


Prof Christine Bond
University of Aberdeen and Trustee and Education Committee Chair,
Antibiotic Research UK

Sara Kenney
Engagement Strategist and Creative Director
Wowbagger Productions


Carla Brown, PhD
CEO and Founder
Game Doctor Ltd

Dr Ulla McKnight
Research Fellow
University of Sussex


Professor Colin Garner
Chief Executive
Antibiotics Research UK

Dr Adam Roberts
Liverpool School of Tropical Medicine

Phil Graves
Behavioural psychologist and Managing Director
Shift Consultancy

This campaign and report have been funded by Pfizer UK. The taskforce members have been contracted as part of the campaign to provide their independent and expert advice.

▶ Find out what else Pfizer UK is doing

  Tackling the rise of antimicrobial resistance ➜

Antibiotics are medicines that work to treat or prevent bacterial infections, but many are losing their effectiveness due to antimicrobial resistance (AMR).

  "Superbugs: Join the fight" school programme ➜

Working alongside the PSHE Association and National Schools Partnership, 'Superbugs: Join the fight' is designed to help raise awareness of antibiotic resistance to school children.

  Pfizer Pledges $100 Million to New Industry Fund to Help Fight Growing Threat of Antimicrobial Resistance ➜

Pfizer announced it has pledged US$100 million to the new Antimicrobial Resistance (AMR) Action Fund to help address the significant global public health need for new antibiotics.

  Subscription payment model being trialed in the UK to help combat antimicrobial resistance ➜

For the last 2 years, Pfizer UK has played a key role in the cross-industry initiative to develop a new 'subscription' style payment model that aims to encourage pharmaceutical companies to develop new medicines for resistant infections.

  Optimism over despair: Why we need to maintain our momentum through COVID-19 to change the course of antimicrobial resistance ➜

Throughout the COVID-19 pandemic, we’ve seen what can be accomplished when industry, government, our healthcare system and academia come together to control infections and protect lives. Susan Rienow, UK Hospital Business Lead, discusses the importance of a global, collaborative response to antibiotic resistance.


PP-PFE-GBR-4196 / Nov 2021