Communication Components: Avian Influenza and Pandemic Planning

The MoH is using various channels to promote generic avian flu pandemic awareness and preparedness. For example:

• A 10-day TV-based campaign shared key messages in line with the MoH's communications focus on informing New Zealanders about the importance of planning for an influenza pandemic, such as how to protect oneself at home, and what steps to take in the event of a pandemic.
• Radio New Zealand is creating a series of public service announcements (PSAs) advising people on how to prepare for an influenza pandemic. They are due to be aired mid-January to mid-February 2006. Radio Live, Access Radio and Niu FM have agreed to play them; they will also be sent to 22 iwi stations (with other access and community stations being contacted). The MoH is also investigating similar trailers in Maori.
• These types of messages are also being disseminated in the form of two 2-minute videos that will be distributed broadly; as of this writing, of one them is posted on the Ministry's website (click here to view "Personal Protection against Emerging Infectious Diseases").
• This website is another means of sharing information and stimulating action to prepare for an outbreak; details (such as frequently asked questions, guidelines, and other resources) are geared toward specific audiences (e.g., travellers, primary health care workers, infrastructure providers).
• A toll-free, pre-recorded line (0800 AVN FLU, or 0800 286 358) gives callers 4 options for further information: Preparing for a Pandemic, Protecting Yourself in a Pandemic, Tamiflu and Travel Advice. From the end of October 2005, when the 0800 number became operational, until December 13 2005, a total of 465 calls were logged.

The above channels for sharing information are being bolstered by research, such as 3 omnibus surveys with questions on pandemic influenza that address public awareness and preparedness. Results from this research were being used to develop a full-colour, illustrated public information brochure, based on the electronic factsheet "Getting Ready for a Pandemic" [PDF], as well as a full-colour A3-sized poster [PDF]. Pre-testing was completed, and found that research participants were particularly keen on the proposed complementary styles of the brochure and poster. These materials feature bright colours with simple instructions (e.g., "Cover your mouth and nose with a tissue when you cough or sneeze") accompanied by illustrations of the behaviour being promoted.

According to the MoH, polling from November 2005 showed that 80% of New Zealanders were aware of/had very high awareness of pandemic influenza.