The Elements

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
Documents

Case Studies

Bangladesh: School/Madrasha teachers increase surveillance for AI

| File Size:415732

17/06/2009 11:15:26 AM

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

| File Size:231744

29/01/2009 4:20:12 PM

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

| File Size:406461

15/06/2009 9:58:25 AM

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

| File Size:396410

6/05/2009 12:50:59 PM

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

| File Size:644903

20/05/2009 9:38:15 AM

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

| File Size:100424

19/08/2010 2:05:41 PM

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

| File Size:984766

15/10/2009 1:59:11 PM

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

| File Size:1002406

20/10/2008 12:58:00 PM

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

| File Size:316866

19/08/2010 3:25:17 PM

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.
Summary of Set up and Piloting of National 166 Hotline

| File Size:393716

3/12/2009 3:31:06 PM

This case study summarises the set up and piloting of a national ‘166’ hotline fully operational in Laos since February 2008, which serves as a fast and convenient way for the public to obtain answers to questions and concerns regarding avian influenza, and to report suspected outbreaks. The project has been funded by the United States Centers for Disease Control and Prevention, and co-managed by CARE International and the National Emerging Infectious Diseases Coordination Office.

< [1] 2 >

Documents

APEC Risk communication Workshop - Cairns 2007 Canada’s Presentation

| File Size:702772

17/10/2008 8:38:52 AM

Provides an outline of risk communication principles in a Canadian context.
Avian Influenza (H5N1): A Media Guide

| File Size:590853

17/10/2008 12:35:57 PM

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

| File Size:600276

8/04/2010 12:41:37 PM

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

| File Size:851844

13/07/2009 1:30:07 PM

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

| File Size:1744135

17/09/2009 2:14:09 PM

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

| File Size:103378

17/10/2008 8:51:29 AM

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

| File Size:1496021

17/10/2008 12:47:37 PM

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

| File Size:748750

15/10/2009 2:10:21 PM

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

| File Size:107706

17/10/2008 12:58:22 PM

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

| File Size:34247

23/03/2009 12:38:27 PM

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

< [1] 2 >