AI.COMM - Avian and Pandemic Influenza Resource Link

These messages were adjusted over the life of the project based on continuous streams
of data from research, monitoring and evaluation activities, as well as the evolving
epidemiological fi ndings. Since those initial KAP studies in Southeast Asia, AI.COMM has
conducted over 50 qualitative and quantitative research activities in more than 25 countries.
In addition to KAP surveys, the project also has employed Values and Lifestyles instruments,
pre-testing surveys, focus group discussions, participatory action research (PAR), and
supply chain analyses. The research has transcended the country level and has examined
regional dynamics such as those in the Gangetic Plain of India, Nepal, Bangladesh and
in the Greater Mekong Region. Some of these studies were documented in a 30-page
booklet designed by AI.COMM called Making the Magic: Turning Research Findings into
Memorable Communications.
Qualitative research – which
usually focuses on the whys and
hows of decision making rather
than the what, where and when
of quantitative evaluations – were
undertaken to help identify the
barriers that prevent target
audiences from adopting the
behaviors that prevent the spread
of H5N1 as well as the beliefs
and values of target audiences,
including backyard (rural and
urban dense) small poultry
farmers; supply chain actors in
the poultry industry including
market vendors, middlemen,
transporters, and suppliers; and
national and district government
stakeholders (e.g., local government
offi cials, private and commercial
sector poultry producers, animal
and human health care providers,
and offi cials and leaders in
civil society). Reports on some
of this qualitative research can be
found at www.avianfl u.aed.org/
research.htm
AI.COMM also participated in an omnibus
survey in six countries in South and Southeast
Asia that provides a snapshot glimpse into levels
of recognition and awareness among general
populations and target audiences related
to pandemic and avian infl uenza. The omnibus
survey used predominantly face-to-face interviews
to gather the information in the
Philippines, Indonesia, Vietnam, Thailand,
Bangladesh and India, and included questions
for the general public on their awareness and
ability to take precautions related to avian
and pandemic infl uenza. An additional set
of questions was targeted to urban and
peri-urban poultry farmers to gauge their
awareness of practices that can limit the
spread of the virus, and surveys in Vietnam
and the Philippines also inquired specifi cally
about avian fl u-related communication activities.
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