AI.COMM - Avian and Pandemic Influenza Resource Link

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12 B FINAL REPORT Across the globe, AI.COMM has used an integrated communication approach that employed a variety of methods and channels to drive home information. Hearing the same messages from trusted sources and demonstrating basic but feasible healthy practices – sanitation and hygiene, separation and isolation of poultry, and reporting outbreaks immediately – can make a dangerous virus manageable and less threatening. In most countries where AI.COMM had or created a presence, a spectrum of strategies were used: mass media, social mobilization, advocacy, grassroots communication including community theater, interpersonal communications, public relations and social media channels were all used in the development and delivery of correct practices. This integrated communication structure went into the at-risk audiences’ homes and workplaces with guidance and practices couched in messages and materials that, based on our research fi ndings, were deemed to resonate best with the people they were intended to reach. A case study on how this integrated communication approach was used in Bangladesh was compiled in a publication called Connections. Partnerships. Values: USAID/Bangladesh’s Highly Pathogenic Avian Infl uenza Activities.
In many cases, AI.COMM worked fi rst at the national level with each country’s AI committee or related entity. Through participation on Task Forces or IEC Work Groups, AI.COMM could help direct and contribute to the planning, design and implementation of effective avian and pandemic infl uenza activities – even if other organizations were carrying out the activities. A more involved approach transpired in Nigeria, where AI.COMM worked with the country’s Public Enlightenment Committee and held workshops for local government AI communication desk offi cers to provide updates on the AI situation at the global and national levels, to strengthen participant skills in interpersonal communication and advocacy, identify gaps in the communication of AI prevention and control, identify and plan activities to be carried out in the States, pretest materials (posters and jingles) to be used, and gain the commitment and participation of key stakeholders. Following the trainings, participants were divided into teams and visited media outlets and religious and traditional leaders to introduce them to the activities and ask for their support and participation in future activities. The stakeholders appreciated being involved in the initiative and lauded the respectful and transparent manner that the program was being implemented. Reports of these stakeholder meetings were on the national news. AI.COMM also held message harmonization workshops in Nigeria, as well as media orientation sessions. Consensus meetings were held in several states with a variety of stakeholders such as the poultry farmer associations, transporters, media representatives, local government communication representatives, religious and other traditional leaders, veterinarians, and NGO representatives. These events enlisted the support of all of these organizations in community mobilization activities (such as road shows, press conferences, and training workshops on interpersonal communication skills) integrating AI prevention messages in their respective areas. 13
Page 1: AI.COMM End of Project Report MAY 2
Page 4 and 5: FOREWOR A letter from the Chief of
Page 6 and 7: 4 B FINAL REPORT of Agriculture wer
Page 8 and 9: 6 Foreword Overview B FINAL REPORT
Page 10 and 11: Introduction 8 When the AI.COMM pro
Page 12 and 13: 10 Outbreak: Crisis/emergency risk
Page 16 and 17: 14 To determine which combination o
Page 18 and 19: 16 B FINAL REPORT In Bangladesh, ev
Page 20 and 21: 18 Even prior to AI.COMM, AED had b
Page 22 and 23: 20 PARTICIPATORY ACTION RESEARCH Pa
Page 24 and 25: MEASURING ACCOMPLISHMENTS 22 To ens
Page 26 and 27: SUPPLY CHAIN ANALYSIS - TRACKING PO
Page 28 and 29: 26 Research 3MESSAGE AND MATERIAL D
Page 30 and 31: AUDIENCES AND MESSAGE DEVELOPMENT 2
Page 32 and 33: 30 CHANNELS OF INFORMATION To reach
Page 34 and 35: 32 TARGETING MATERIALS B FINAL REPO
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Page 38 and 39: 36 This led to the development of t
Page 40 and 41: 38 INTERPERSONAL COMMUNICATION SKIL
Page 42 and 43: 40 AS-NEEDED CAPACITY BUILDING RESP
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Page 46 and 47: 44 The Conceptual Framework for AHI
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Page 54 and 55: 52 RESPONDING TO THE H1N1 PANDEMIC
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Page 62 and 63: LESSONS LEARNED 60 8CHALLENGES AND
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62 Making matters more complicated
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COLLABORATIONS AND PARTNERSHIPS 64
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BUILDING CAPACITY WITH AGRICULTURE
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MANAGING EXPECTATIONS: WHAT CAN COM
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70 Because it was so diffi cult to
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72 Overall, the up-front preparedne
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74 1 3 5 7 2 4 6 8 APPENDICES
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76 B LIST OF AI.COMM PARTNERS Acap
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78 C AI.COMM PRODUCTS Following is
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80 Posters Let’s hear it from the
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82 Community Preparation and Respon
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84 Pandemic Infl uenza: Food Securi
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86 D LIST OF AI.COMM STAFF AND CONS
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88 D OVERSEAS STAFF Abiodun Adetoro
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