AI.COMM is informed by an integrated behaviour change communication (BCC) approach that includes the following strategies:

1. Interpersonal communications, such as farmer education by extension agents and veterinary staff, patient counselling by clinic health workers, peer education (farmer-to-farmer; union member to union member), and informal discussion (vendor-to-consumer, neighbour-to-neighbour);
2. Mobilising organisational and community groups in places/contexts such as factories and other workplace settings, schools, community and village civil society groups, women's unions, farmer associations, and health associations;
3. Mass media (including national television (TV), radio, and print) and international and web-based communication;
4. Advocacy and public relations, such as conferences and press briefings and trainings to increase the media's understanding of avian influenza, and to foster access to correct information; and
5. Collaborations with private sector organisations to help contain the spread of avian influenza.

In implementing these 5 strategies, AI.COMM also seeks to develop capacity and strengthen infrastructure at the local, regional, and national level to ensure that preventive behaviours are carried out over the long-term.

AI.COMM activities have thus far focused on emergency outbreak response, communication capacity rapid assessments; the development of integrated communication strategies that include advocacy, social mobilisation, and communication; and the design of prototype behaviour change communication tools such as job aids, training modules, and how-to guides that can be adapted on a regional or country level. Some specific products that have been developed are job aids for poultry cullers, poultry vaccinators, and human health care providers; booklets for farmers and the general public on biosecurity measures; an emergency risk communication guide; media orientation workshop materials and training modules; peer education modules; an advocacy manual; a workplace education and planning guide; school-based materials; and training modules on USAID-provided commodities (such as personal protective equipment, disinfection supplies, and rapid test kits). Among the formative research methods that have been used to shape the project and its activities are participatory action research and knowledge, attitude, and practice (KAP) surveys. Monitoring and evaluation strategies will be used as part of a continuing effort to assess the project's progress.

Materials and other information that have emerged from this AI.COMM's activities are available at an online clearinghouse of information that can accessed by governmental and non-governmental organisations (NGOs) - as well as members of the media and the general public - worldwide. For example, visitors to the AI.COMM website may access behaviour change and communication tools, emergency communication tools for use during an outbreak, training materials, mass media tools, a newsletter (also sent to subscribers via email), research documents, and information on AI prevention and control (animal-to-animal, animal-to-human, and human-to-human). Some of these materials are offered in languages other than English, such as French and Portuguese.

Much of AI.COMM's work has had a strong collaborative element. AED/USAID has cooperated with the USAID Missions - as well as with the World Health Organization (WHO), the United Nations (UN) Food and Agriculture Organization (FAO), the United Nations Children's Fund (UNICEF), the U.S. Department of Agriculture, the Centers for Disease Control and Prevention (CDC), and the Department of State - to ensure that coordinated, country-specific communication strategies and materials are developed and implemented. Coordination with organisations within each country - such as government Ministries, local and international NGOs, village organisations, and local unions - has been a central strategy. Moreover, coordination between the animal and human health communities has been draw upon to reinforce messages and their effectiveness.

Natural Resource Management, Health.