Biosecurity for Birds draws on a number of communication channels to share information in an attempt to shape behaviour. Materials on the topics of biosecurity, END, and Highly Pathogenic Avian Influenza (HPAI) were created specifically for this campaign and have been made freely available on the Biosecurity for Birds Campaign website. Among these materials are an online media kit, print ads (in English, Spanish, and Vietnamese), brochures and factsheets, campaign graphics, and photos. (Printed copies of many of these materials are available; please see the contact information section below).

The website itself is meant to be a public source for straightforward, factual information about different diseases and what can be done to prevent them - such as practicing "backyard biosecurity". A key message with regard to this model of prevention is that "Biosecurity practices don't have to be cumbersome or expensive. In fact, a small tub, a gallon of bleach or disinfectant, and a brush will go a long way toward protecting your birds from 'outside' disease." Also highlighted prominently on this website is the importance of rapidly reporting sick or suspicious birds (a toll-free telephone number (1 866 536 7593) is provided, and shared on many sections of the website). As part of this effort to foster communication about serious poultry disease, the Resources section of this website contains a directory of Federal and State Veterinary Offices organised by State.

Another tool for assisting in animal disease prevention, detection, and eradication efforts drawn upon in this campaign is video: a free 15-minute video on preventing END and AI for small flock poultry owners and bird fanciers. In addition to discussing how to recognise and report END and AI, the video features basic tips to help bird owners prevent the spread of these and other avian diseases in the first place. (The video, which is also offered in DVD format, can be ordered through the contact details provided below).

In addition to sharing information through the use of information and communication technology (ICT) and printed materials, organisers have used the strategy of encouraging bird owners to demonstrate their commitment to raising healthy, productive birds through in-person events. For example, late summer and early fall is "fair season" in many parts of the United States, with millions of residents of this country attending state and county fairs across the nation - many of which feature poultry exhibitions. As part of Biosecurity for the Birds, organisers encouraged bird owners to use these fair/exhibition opportunities to raise awareness about the risk of END and AI - while at the same time stressing the risk that these public events pose in terms of potentially spreading these diseases and encouraging owners to be vigilant to prevent (and/or report) any outbreaks.

Health, Environment.

This campaign was developed in response to an October 2002 outbreak of END in the State of California. The disease quickly spread to the neighbouring states of Arizona, Nevada, and Texas. According to campaign organisers, this outbreak was the largest animal disease outbreak in the United States in 30 years; it took 10 months to eradicate the disease at a cost of US$180 million.