OUTBREAK is a federally funded, multi-agency biotech project involving 16 Australian university, government and industry partners led by the University of Technology Sydney.

The consortium’s mission is to create a world-first, AI-powered computer system to help prevent the deadly rise in antibiotic-resistance and to build and implement an effective PR strategy to support the group's ongoing communication.



Over 12 months, Sequel PR worked with the OUTBREAK executive team and collaborators to create and implement a PR strategy involving a variety of strategic, complex and sensitive communications tools.

That work included broad media profiling, public education, creating website and social media content and engagement with national and international stakeholders.

We established OUTBREAK as an authentic and credible brand by: 

  • securing national media coverage to promote the project’s aims, experts and partners

  • creating widely shared digital content for OUTBREAK’s owned channels and stakeholders

  • driving traffic to OUTBREAK’s website through original content.


Part of our campaign, a survey on antibiotic awareness, secured more than 200 media stories nationwide with an audience of 1.6 million Australians and generated 5300 page views on OUTBREAK’s website. Our work also helped grow OUTBREAK’s Twitter following by 2400% and saw a 550% return on the project’s investment in PR.