Avian Influenza Communication Campaign

A variety of interpersonal and education strategies informed the shape of this initiative, which drew on information and communication technologies (ICTs) as well as in-person events to raise awareness, guide behaviour, and build capacity for future sharing of information (i.e. by educating the media).

Specifically, the project developed television and radio spots, which were aired nationally on what organisers describe as the most popular stations during the period considered high-risk for a potential second avian influenza outbreak. The spots were broadcast during primetime shows, popular daytime shows, and sporting events in an effort to reach men and women, and the young and the old. The spots have been described by one viewer as "animated and creative" - part of an effort to capture the attention of all viewers (rather than to share information in printed leaflets). One character, for example, is a charismatic farmer who, aware of the avian influenza threat, tries to help his community. Two of the spots were designed to inform the entire family about how the virus is spread, how to take proper preventative measures, and how to safely handle and prepare eggs and poultry. The other 2 spots sought to inform backyard poultry farmers about the importance of caging, proper handling of poultry, and disposal methods of - and reporting procedures (with local health authorities) concerning - dead poultry. (Click here to open or save a synopsis of the 4 TV spots in Microsoft Word format.) CCP also collaborated with a locally produced health television show to dedicate one show to avian influenza. Segments showed easy construction of a backyard poultry cage, an interview with an avian influenza survivor, and interviews with health and veterinary officials on how to avoid possible contamination when slaughtering and dressing birds.

An avian influenza telephone hotline operated by the Ministry of Health was designed to provide first-line support and accurate, up-to-date information on the virus - as well as local referral contacts - for the general population.

Printed materials were also developed to share preventative information. For example, a poster was distributed to all district hospitals and clinics that communicated key preventive messages and steps to take as part of the referral process (click here to download it, in PDF format.). In addition, a personal protective equipment (PPE) brochure on proper use of protective equipment was disseminated to all district veterinarians and agriculture workers (click here to download it, in PDF format.)

Recognising the potential power of the media to disseminate information, 2 workshops addressed reporting techniques and responsibilities of the media during national health emergencies, including avian influenza outbreaks. These sessions were designed to educate journalists about modes of transmission and prevention, as well as how to strengthen community- and self-efficacy.

Health, Risk Management.

According to CCP, in early 2006, the avian influenza virus was found in numerous wild birds along the coast of the Caspian Sea and was soon found in poultry. In early March of that same year, the first human case was confirmed; by the end of March, 8 people had been diagnosed with the virus, 5 of whom died of avian-influenza-related complications.