AI.COMM - Avian and Pandemic Influenza Resource Link
AI.COMM - Avian and Pandemic Influenza Resource Link
AI.COMM - Avian and Pandemic Influenza Resource Link
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MANAGING EXPECTATIONS:<br />
WHAT CAN <strong>COMM</strong>UNICATION DELIVER?<br />
68<br />
The inclusion of behavior change <strong>and</strong> communication in<br />
the avian <strong>and</strong> p<strong>and</strong>emic infl uenza activities was masterful<br />
on the part of US<strong>AI</strong>D. As all of the partners <strong>and</strong> donors<br />
became more engrossed in programming <strong>and</strong> implementation,<br />
however, it became apparent that there had been an overestimation<br />
by governments <strong>and</strong> donors of what communication<br />
(not to mention behavior change) could accomplish<br />
without the proper systems in place. For the most part,<br />
health education or communication offi cers trained in<br />
behavior change <strong>and</strong> communication simply did not exist, <strong>and</strong><br />
communication work plans <strong>and</strong> strategies were designed by<br />
government communication task forces with the assumption<br />
that the capacity <strong>and</strong> resources existed to implement them.<br />
Adding to this scenario was that governments <strong>and</strong> FAO had<br />
not set policies while the science was still incomplete, <strong>and</strong> this<br />
limited how far communication interventions could go in<br />
stopping the spread of the virus.<br />
On the other h<strong>and</strong>, the role of communication interventions<br />
was reinforced <strong>and</strong> validated under the project by becoming<br />
involved in logistical <strong>and</strong> commodities (supply) side of<br />
public health. From initial creation <strong>and</strong> implementation of<br />
training curricula on the use of personal protective equipment,<br />
decontamination supplies, <strong>and</strong> diagnostic tests, to work at the<br />
end of the project on communications addressing the H1N1<br />
p<strong>and</strong>emic vaccine, the fl exibility of the integrated <strong>AI</strong>.<strong>COMM</strong><br />
communication approach was critical in helping US<strong>AI</strong>D <strong>and</strong><br />
other stakeholders become informed on the many diverse<br />
facets of supplying equipment in rapid-response public<br />
health situations.