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Communication

Communication is a key to effective social mobilisation, to successful behavior change, and the effectiveness of disease preparedness and response programs.  It is not just about the dissemination of information, but also a strategic approach to influencing behaviour to minimise risks and facilitate desired response program outcomes. Communication programs need to increase awareness about the danger of livestock diseases and how risk can be minimised through behavioral changes and simple hygienic practices, and inform on actions to be taken at the time when there is an outbreak.

 

Information resources available under this element include:

  • examples of communication campaigns and materials 
  • UNICEF technical and policy documents
  • guidance on the development of communications programs and the production of communications manuals.

Case Studies

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  • Bangladesh: School/Madrasha teachers increase surveillance for AI

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    17/06/2009 11:15:26 AM
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    Describes an initiative in Bangladesh where school children are educated in order to act as communicators of HPAI awareness to adult family members. Useful for those wanting to design communication strategies.

  • Bridging the gap between HPAI awareness and practice in Cambodia

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    29/01/2009 4:20:12 PM
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    This study clarifies the beliefs and practices of smallholder farmers in rural Cambodia, with an emphasis on local understandings of poultry disease in general and avian influenza in particular. The study provides an example of how to involve communities in the policies that affect their lives and how to develop better communication strategies for bringing about behaviour change. The study was funded by the FAO.

  • Cambodia – H5N1 community forums

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    15/06/2009 9:58:25 AM
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    Reports on the success of community forums in Cambodia organised by the FAO to encourage people to change their health behaviour. Forums include a presentation by a Cambodian H5N1 survivor. Useful for planners considering implementing health intervention strategies.

  • Improving bio-security in Laos PDR

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    6/05/2009 12:50:59 PM
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    This FAO article describes the processes and successes of a Lao pilot project using participatory action research to identify and implement feasible biosecurity measures in villages. Useful to those wanting to know how to support behavioural change at the village level.

  • Market Forums on Avian Influenza in Cambodia

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    20/05/2009 9:38:15 AM
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    This case study reports on market forums used to encourage poultry vendors, market managers and middlemen to practice biosecurity measures and to only buy healthy birds. Reports on methods used and results. Useful for those interested in planning health interventions.

  • Newcastle disease: a continuing threat to UK poultry

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    30/06/2011 11:22:54 AM
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    At the end of 2010 and beginning of 2011 several Newcastle disease outbreaks in unvaccinated poultry associated with pigeon paramyxovirus type 1 (PPMV-1) infection were officially reported by two northern European countries. Infected wild birds were suspected to be the source of the virus, presumably coming into contact with poultry, or gaining access to poultry houses, during the severe winter conditions. When PPMV-1 is found in any domestic poultry species, under EU legislation the infection must be regarded as Newcastle disease, with resultant sanitary and other disease control measures being implemented.

  • Nurturing a Social Network to Respond to Avian Influenza Outbreaks: AI-BCC and the Lao Women’s Union

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    19/08/2010 2:05:41 PM
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    The case study describes a successful partnership between the Lao Women’s Union and the Academy for Educational Development (AED) which implemented behaviour change and communication strategies designed to prevent and control AI outbreaks. Success factors and lessons learned are reported.

  • Review of Behavioural Outcomes of AI - Community Education Program

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    15/10/2009 1:59:11 PM
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    A joint effort of the Ministry of Health and Population, and UNICEF, this project undertook to change community behaviour to improve the knowledge of avian influenza in Egypt, with a particular focus on women and children.

  • Role of Village health Volunteers in Avian Influenza Surveillance in Thailand

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    20/10/2008 12:58:00 PM
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    This WHO SEARO document provides a reference for other countries who may consider involving community/village health volunteers in initiatives aimed at combating the threat of emerging infectious diseases.

  • Snapshots From the Field

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    19/08/2010 3:25:17 PM
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    Rather than a single case study, this document presents snapshots of a range of behaviour change and communication strategies implemented worldwide by the Academy for Educational Development (and funded by USAID) to prevent and control H5N1. The snapshots illustrate innovative approaches and lessons learned, and provide a rationale for strategies.

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Documents

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  • APEC Risk communication Workshop - Cairns 2007 Canada’s Presentation

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    17/10/2008 8:38:52 AM
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    Provides an outline of risk communication principles in a Canadian context.

  • Avian Influenza (H5N1): A Media Guide

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    17/10/2008 12:35:57 PM
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    A UNICEF guide for the media in reporting on avian influenza (AI). It contains facts and background on AI, myth busters and reporting tips.

  • Avian Influenza and Wild Birds

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    8/04/2010 12:41:37 PM
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    This brochure contains information on wild birds and their role in the spread of avian influenza. Sponsored by the Netherlands Ministry of Agriculture, Nature, and Food Quality, this document discusses minimising the role of wild birds in the spread of avian influenza, and what action conservation scientists are taking.

  • Behavioural interventions for reducing the transmission and impact of influenza A(H1N1) virus: a framework for communication strategies

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    13/07/2009 1:30:07 PM
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    This 2009 WHO and UNICEF document delivers a set of guidelines for developing public communication strategies about influenza A (H1N1). The focus is on control measures at the individual and family level. Useful for those seeking technical guidance in preparing communication strategies, materials and messages.

  • Essentials for Excellence: Researching, Monitoring and Evaluating Strategic Communication for Behaviour and Social Change

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    17/09/2009 2:14:09 PM
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    This document examines if strategic communication is addressing the right Avian and Pandemic Influenza issues among the right people, at the right time, in the right way. It is aimed at users who want straightforward answers to complex questions, and who are looking for practical rather than academic advice.

  • FAO HPAI Messages: Protect Poultry Protect People

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    17/10/2008 8:51:29 AM
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    Provides general advice for reducing the risk of infection of avian influenza–animal to animal and animal to human

  • Preventive Journalism and Coverage of Risk Situations

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    17/10/2008 12:47:37 PM
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    A guide to journalists in different media segments on preventive, risk, and crisis communication. Although the focus is on a potential future influenza pandemic in Latin America, it is equally relevant to other situations.

  • Protecting Poultry Workers From AI

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    15/10/2009 2:10:21 PM
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    This publication discusses measures to protect poultry workers from avian influenza. It includes important facts about avian influenza, as well as answers some simple, yet frequently asked, questions.

  • Role of Communication in Avian/Pandemic Influenza Programme

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    17/10/2008 12:58:22 PM
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    A UNICEF background paper on the importance of communication in achieving avian and pandemic influenza program goals

  • Stopping HPAI H5N1: A complex communication challenge and landscape

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    23/03/2009 12:38:27 PM
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    An extract from FAO’s Avian Influenza Emergency Disease Emergency newsletter (AIDENews: no. 58, dated 15 March 2009). The article notes the need to recognise the underlying factors and the drivers of disease emergence and spread. It emphasises the need for a multidisciplinary approach to communication planning. The full AIDEnews is at http://www.fao.org/avianflu/en/index.html

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