This 87-page document from the United Nations Children's Fund (UNICEF) Bangladesh describes strategy for management of the threat of avian influenza (AI) or bird flu and human pandemic influenza. The introduction includes background on avian flu in Bangladesh, developing the strategy, and an overview of risk communication. The sections that follow are on coordination, strategy, and implementation, with appendices including tables, a toolbox, audience profiles, terms of reference, a summary of each session of the National Workshop on Avian and Human Influenza Communication of September 2006, and a list of participants and technical workers.
The strategy section opens with the following objectives:
- Reduce the risk of animal to animal transmission;
- Reduce the risk of animal to human transmission;
- Improve hygiene to limit spread of seasonal human influenza;
- Contain an emerging human (pandemic) virus; and
- Survive a pandemic.
The document establishes guiding principles of the communication strategy, the first being the principle of coordination and partnerships as multi-sectoral in nature, led by the National
Advisory Committee and implemented by the National Communication Wing, consisting of all the relevant government ministries, United Nations agencies,
non-governmental organisations (NGOs), civil society organisations, and the private sector, whose task is to endorse and approve materials, guaranteeing consistency and avoiding
confusion that can undermine public trust, raise fear and anxiety, and impede appropriate
response measures. The second is to build, maintain, and restore public and international confidence and trust that communications are written with credibility, competence, objectivity, fairness,
consistency, and good will, so that people will follow their guidance. The third is transparency, i.e., acknowledging uncertainty and that information may change and following with factual, honest, candid, timely, accurate, and clear communications. The fourth is dynamic communication - communication that responds to concerns. The final principle is sustainability in communications assured by capacity building to equip spokespersons, senior officials, relevant technical personnel,
field workers, and the media for effective communication in both sustained and intensified circumstances.
The document focuses on priority behaviours for the pre-pandemic, pandemic alert, and pandemic stages and the socio-economic and
cultural factors that will help identify the keys to motivating people to do things differently. It refers to appendices, which list proposed actions and identify inhibiting behaviours and how they might be overcome.
A section on messages reiterates the need for clarity and consistency using messages from the priority list and gives a background paragraph and core messages for consumers, poultry farmers and market workers, and the general population during a pandemic. The section on communication channels cites statistics on the use of television, radio, and newspapers to support the mass media to channel messages, especially when information is being sought by an audience. According to the document, interpersonal communication (IPC) - face-to-face discussion - is a more effective messaging medium for behaviour change. Those in the country who could effectively engage in interpersonal communication include teachers, imams, community health workers and doctors (traditional healers),
wildlife scouts/foresters, medicine shop owners, and veterinarians and para-veterinarians.
In addition to mass media
and interpersonal channels, mobile outreach (e.g. folk performances and theatre), mass
organisations (e.g. Girl Guides, Boy Scouts, women’s organisations, immunisation volunteers, and
Bangladesh National Cadet Corps), and the wide distribution of printed materials (e.g. posters on
buses and stations) are recommended for use. Strategies for widespread knowledge sharing to reduce stigma and discrimination and increase behaviour change include:
- Strengthening these various networks with materials and training, and mobilising them for community-level discussion;
- Combining channels for sending messages - radio and television spots and songs, theatre,
and folk performances - while creating
opportunities for local people to discuss the issue and develop their own
solutions for improved poultry handling and human hygiene; and
- Using existing administrative systems within government departments at a district and upazilla level for coordination.
The document emphasises understanding the various audience groups so that messages motivate their audience. It lists the groups and provides charts on understanding audience differences, also referring to an A.C. Nielsen Bangladesh document on demographically-based viewing, reading, and listening habits.
The strategy section concludes with the role of research into knowledge, attitudes, and practices (KAP), addressing the completion of a rapid assessment of behaviours and the need for formative research in considering the role of imams in communities, the practices around the hunting and cooking of wild birds, and options facing farmers for separating ducks and chickens. Research indicators are listed as:
what is known about AI and stopping its spread, the quality of the news coverage of AI, economic indicators on demand for chicken, and the adoption of commercial farming and marketing practices
for prevention.
