Strengthening Communication for Community Action on Avian Influenza in Armenia

Local participation, largely through interpersonal interactions, was the hallmark of this effort to create an enabling environment for communities to participate in recognising and responding to avian influenza. An emphasis was made, particularly, on involving children; organisers believe they can be an effective medium of delivering messages to families/communities. Popular and participatory approaches were used in communication and community networking; for instance 5 mobile communication groups (MCGs) were established for each target marz (which is the singular term for 'province'; there are 10 total in Armenia): Shirak, Lori, Aragatsotn, Gegharkunik, Tavoush). These personnel were trained to carry out community mapping with children, and to organise face-to-face discussions with children, parents, teachers, and community leaders.

Information was also shared through communication materials, which were pre-tested. The messages focused on promotion of basic hygiene (when and how to wash hands), with a primary audience of pre-school/primary school children. Tools included a set of 3 posters and a 2-minute television (TV) spot which was distributed and broadcast through all regional TV companies and through central TV stations.

Organisers also used the entertainment-education strategy to engage children. Messages developed by the MCGs jointly with USAID/ASME were embedded in scenarios for puppet shows conducted in 26 communities in 6 marzes. In addition, messages on basic hygiene were used to develop a story book, workbook, puzzle, lotto, and domino games (in partnership with the "STARLET" Education Center).

Health, Children.

A rapid knowledge, attitudes, and practice (KAP) survey conducted in Armenia in 2006 found that over 50% of respondents believed they and/or their community were not at risk of being infected with avian influenza. Nearly 73% of those surveyed who keep poultry said they let birds roam freely in their backyards.

Organisers claim that 1,000 people in total were involved in community discussions, and that the total number of children involved in the community mapping exercise was 800 (with an estimated number of family members reached: 3,200). Reportedly, 4,800 posters and 3,000 postcards printed and distributed to 1,473 schools and during puppet shows (estimated number of people reached: 200,000).