Social Norms
Social norms action with informed and engaged societies
Social Norms
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Azerbaijan Agribusiness Center (AAC) Avian Influenza Initiative

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The Azerbaijan Agribusiness Center (AAC), established by The Pragma Corporation and funded by the United States Agency for International Development (USAID), is an agricultural development project that works to develop the agribusiness sector of Azerbaijan. As part of a campaign to strengthen Azerbaijan's ability to control avian influenza, and at the request of USAID, in 2006, the AAC extended its services beyond the commercial poultry sector to include veterinary services, commercial poultry operators, and the Azerbaijani community in general. Communication - in the form of capacity building, public education meetings, and information brochures - featured prominently in this expanded effort.
Communication Strategies

The ACC drew centrally on face-to-face interactions and printed materials to raise awareness about, and build skills to prevent, avian influenza.

Specifically, sessions were held to train veterinarians about how to identify, diagnose, and control avian flu, as well as which isolation, culling, and disposal methods are preferable. The AAC conducted 3 trainings at zonal laboratories, providing training to veterinarians from 18 Rayons. Commercial poultry operators also took part in training sessions - e.g., on how to properly use Personal Protective Equipment (PPE). Informational meetings on how to combat avian flu were also held with community organisations, and a number of public education meetings were conducted to acquaint people in high-risk areas with the necessary information to protect their backyard operations and to teach them how to properly cook poultry meat and eggs.

The ACC also developed a number of public and professional information brochures. In total, 7 brochures were created and distributed. These included general information on avian influenza and the proper preparation of poultry meat and eggs, as well as technical pamphlets on wild birds, bio-hazards, PPE use, and proper disposal methods. An informational pamphlet entitled "Avian Influenza (Bird Flu): What Everyone Needs to Know" [PDF] was also developed, and over 12,000 copies were distributed to schools, communities, non-governmental organisations (NGOs), and commercial producers. In addition, the ACC created materials to help the government to survey suspect areas and accurately report findings.

Development Issues

Health, Natural Resource Management.

Sources

AAC website.