AI.COMM - Avian and Pandemic Influenza Resource Link

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