This campaign drew on mass media, village theatre, and social mobilisation activities to raise awareness and instigate behaviour change.

Collaboration was a core strategy. AI.COMM cooperated with veterinarian services, non-governmental organisations (NGOs), government partners, and the private sector in a joint effort to contain the virus and to prevent its spread to other regions.

Specifically, as part of the rapid response, AI.COMM worked with the African experiential and sponsorship agency EXP Momentum to stage community road show performances. The local theatre events were conducted in regions where an avian influenza outbreak had occurred and in key transportation regions. These activities were designed to reach the general public, consumers of poultry, poultry vendors, and backyard and commercial farmers with key avian influenza prevention and reporting messages.

Health.

In total, the 48 events carried out as part of this campaign reached an estimated 23,450 people. AI.COMM also conducted research at the activations to measure recall and retention of key messages; the final research results are expected in December 2007.