Technical Working Meeting on Avian Influenza Communication

A Technical Working Meeting on Avian Influenza Communication was held on Friday, April 7 2006, in Yangon, Myanmar to help address what is considered by organisations in the country to be an urgent need to provide the public with information on avian influenza (avian flu or bird flu). The primary purpose of the meeting was to bring together technical experts from different ministries and agencies involved in avian influenza preparedness and response in Myanmar to forge a basic communication framework, in line with the Government's National Strategic Plan for Prevention and Control of Avian Influenza and Human Influenza Pandemic Preparedness and Response. The meeting aimed to identify essential elements for an Avian Influenza communication strategy, identify the most effective approaches/channels to reach key groups with these messages, and determine immediate risk communication actions to raise awareness.

According to the report, experiences from other countries already involved in avian influenza communication have demonstrated that unclear or inconsistent communication messages can cause confusion for the public, making it less likely that people will adopt a range of beneficial measures to protect themselves and their loved ones. Co-ordinating communication strategies, and agreeing upon a basic set of key messages, can help parties involved in the fight against avian influenza better ensure that they speak with one voice, lessen this level of confusion, and improve the efficacy of their communication interventions.

During the meeting, various people presented lessons learned from previous experience. Mr. Jason Rush, Communication Officer at UNICEF, stressed that rapid baseline surveys among intended audiences are needed to gauge current attitudes and practices among those the message is aimed to reach. He also emphasised the importance of involving intended audiences in communication material development, stating that participatory processes help ensure that messages are understood, relevant, effective and culturally and linguistically appropriate. Given Myanmar's diversity, different groups would require different messages and different strategies, and communities would need to be given a stake in the action. He noted that trust and transparency are essential to risk communication efforts. Finally, he noted the need to think beyond posters and pamphlets, noting that research shows that the most effective communication channels in Myanmar are the electronic media, and interpersonal communication channels. He also mentioned the five c's of communication: clear; correct; consistent; creative; and co-ordinated.

Participants in the meeting identified key intended audiences for avian influenza communication, and prioritised actions for behaviour change to prevent animal-to-animal and animal-to-human transmission of avian influenza, and human-to-human transmission in a pandemic. Following these steps, participatory group work sessions were held to prepare communication frameworks which pinpoint reasons for current behaviours, barriers to behaviour change, and keys for change - including key messages, key advocates and key communication channels. Outcomes of these discussions are presented in tables, within the document. The groups also reviewed existing avian influenza materials already developed for Myanmar by various organisations. Participants offered brief feedback on the materials, and a brief discussion was held to identify next steps to raise awareness of the risk of avian influenza in Myanmar.

In concluding the meeting, the group agreed on the follow-up actions:

• to share the meeting report among participants;
• to adhere to common key messages developed at meeting (‘one voice’);
• to form an avian influenza communication working group to coordinate material development, knowledge attitudes and practices (KAP) studies, pre-testing of materials, and to share information, UNICEF will schedule regular meetings;
• to quickly conduct a KAP study of poultry farmers; and
• to identify training needs regarding avian influenza communication, and to work on the development of interpersonal communication toolkits/guidelines.