Optimizing antibiotic use to control the spread of antimicrobial resistance is a global health priority. The Swedish strategic programme against antibiotic resistance (Strama) has for many years supported the rational use of antibiotics. A key element has been the bottom-up approach, working closely with prescribers at the local level. During the last decade, Strama VG has intensified the efforts in Region Västra Götaland, and a considerable reduction (45%) in antibiotic prescription rates has been achieved. Our aim is to facilitate the local process by engaging local »Strama doctors« at each of 200 Primary Health Care (PHC) Centres and at every hospital department. In PHC an appreciated educational model through reflective peer meetings including case discussion, comparison of individual prescribing and teamwork that include all staff, have contributed to the improvement. However, the work needs continuous support by Strama.