Parents urged to use antibiotics wisely this World Antimicrobial Awareness Week

Local NHS organisations are encouraging people to use antibiotics wisely and help keep them working for future generations.

This year’s local World Antimicrobial Awareness Week campaign is focusing on parents and carers of children aged 0 to 9 years.

Local data shows that antibiotic prescribing for children is higher than the national ambition of 25%. In the 12 months to July 2026, 35.4% of children aged 0 to 9 years in Staffordshire and Stoke-on-Trent were prescribed antibiotics, followed by 28% of children in Shropshire, Telford and Wrekin.

Many common childhood illnesses, such as coughs, colds, sore throats and some ear infections are caused by viruses. Antibiotics do not work against viruses, and most children will get better with rest, fluids and self-care. This includes medicines that can be bought in pharmacies or local supermarkets.

Minesh Parbat, Chief Pharmacist for both ICBs, said:

“When your child is unwell, it’s natural to want something that will help them feel better quicky. But antibiotics are not always needed and will not work for illnesses caused by viruses, such as colds and flu.

“Using antibiotics when they are not needed can make them less effective in the future. That’s why it important to only use antibiotics when they are prescribed by a healthcare professional.”

Antimicrobial resistance is a serious global health risk. It happens when germs which cause infections change over time and stop responding to the medicines that are supposed to kill them, like antibiotics. If antibiotics become less effective, infections can become harder to treat. This means that routine procedures such as surgery, cancer treatment and organ transplants become riskier.

Everyone can help slow the spread of antibiotic resistance by:

• Remembering that antibiotics do not work for colds, flu and most coughs
• Only taking antibiotics when prescribed by a healthcare professional
• Taking antibiotics exactly as prescribed and taking the full course
• Never saving antibiotics for later or sharing them with others
• Returning unused antibiotics to a community pharmacy for safe disposal

Throughout November, the ICBs will be sharing information and advice to help parents and carers understand common childhood illnesses, know when to seek help, and make informed decisions about antibiotic use.

Community pharmacies can give advice, support and treatment for a range of childhood illnesses. Find out more on our Pharmacy First webpage.

For more information about antibiotics and antibiotic resistance, visit www.nhs.uk/antibiotics

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