Communication and Social Mobilization Strategy for Avian Flu

This MS PowerPoint presentation created for the West and Central Africa region details priorities regarding avian flu communications as established by the World Health Organization (WHO), the Food and Agriculture Organization (FAO), and the United Nations Children's Fund (UNICEF). It opens with priority behaviours including: hand washing; reporting sick birds and animals; seeking treatment if ill after poultry contact; cleaning clothing, shoes, cages, and vehicles; separating species of birds, wild from domestic, and new birds from old birds; safely handling birds for eating; and safely disposing of dead birds. It continues with questions likely to occur when trying to support people to carry through these behaviour changes and answers that can aid in communicating behaviour change effectively. These include: strengthening interpersonal communication at the community level by mobilising networks, balancing messages with discussion to encourage people to develop local solutions, anticipating rumours about bird flu that will inhibit health-seeking behaviours, using ongoing programmes, and addressing compensation.


The presentation recommends: a) learning from HIV/AIDS communication about the challenges related to seeking behaviour change through message development, and b) taking into account the context of avian flu communication, including social and cultural contexts, as well as economic poverty. It encourages realistic solutions that come from the people participating, and closes with this quotation from the Africa Commission Report:


"Meaningful participation is a political phenomenon and requires those who traditionally make decisions to relinquish some of their control and to hear voices they may not agree with or may not usually listen to, including those of women and youth.”