Integrated Communication Strategy for the Prevention and Control of Avian Influenza and Pandemic Human Influenza in Sri Lanka

This communication strategy, drafted by The United Nations Children's Fund (UNICEF), was based on a workshop with the Ministry of Health, Department of Animal Production and Health (DAPH), Ministry of Education, Ministry of Urban Development & Water Supply, World Health Organization (WHO) and the Food and Agriculture Organization of the United Nations (FAO). The strategy is also an outcome of the Draft Terms of Reference (TOR) for the National Communication Task Force for Avian Influenza and Pandemic Influenza (AI/PI) of Sri Lanka, which was drafted on June 12 2006. The TOR outlines the objectives of the task force, which are:

• To develop and implement a comprehensive communication strategy that would inform and motivate different audience groups to prepare and respond to any eventual outbreak of avian influenza and pandemic influenza in the country.
• To ensure technical consistency, clarity, accuracy and transparency in communication strategies, particularly in message development and timely dissemination of information about prevention measures and mitigation of avian influenza and pandemic influenza.

In Sri Lanka, the government has recognised the urgent need to deliver accurate and timely information on avian influenza to the public, and in particular to backyard poultry-raising families and communities. Although the country is free of the Highly Pathogenic Avian Influenza (HPAI) virus in the poultry industry, it is seen as critical to maintain the current disease free status by taking appropriate measures in order to prevent the introduction of bird flu into Sri Lanka.

The direction proposed through this communication strategy looks at strengthening the preventive approach, through awareness, education and the mobilisation of communities to avoid the emergence and spread of bird flu in Sri Lanka from bird to bird and possibly from birds to humans.

According to WHO, FAO and UNICEF, the geographically widespread back yard poultry industry in Sri Lanka, and the low community awareness on avian flu and its prevention make children and their families in these communities vulnerable to an outbreak. Moreover, singling out families involved in backyard poultry and providing them with information and education is a major challenge.

To address this challenge, the communication strategy utilises the three-tiered approach of Advocacy, Social Mobilisation and Behaviour Change Communication to develop an effective communication strategy to combat the spread of H5N1 and pandemic influenza in Sri Lanka. This three-tiered approach has proven that well-planned advocacy, social mobilisation and communication play an important role in disease outbreak preparation, can hasten containment, and help to mitigate an outbreak’s social and economic impact. The objectives of the communication preparedness and response strategies are to:

• Reduce the risk of animal to animal transmission of AI;
• Reduce the risk of animal to human transmission of AI;
• Reduce the risk of a possible human to human transmission of AI;
• Improve hygiene to limit the spread of avian and human flu;
• Limit the possible spread of pandemic influenza (PI);
• Promote home based care; and
• Establish measures for dealing with the dead.

For more information or for a copy of this strategy report, please contact Surangani (Surani) Abeyesekera at the address below.