OIE Regional Seminar on Communication The importance of communication for VS worldwide OIE Regional Seminar on Communication Bangkok, 30-31 October 2008 Maria Zampaglione

THE FRAMEWORK Resolution Nr XXI OIE General Assembly 2001 Fourth OIE Strategic Plan (2006-2010)

WHERE DO WE STAND Acknowledged need for better understanding animal health issues Acknowledged need of decision and policy makers throughout the world for better defining animal health systems BUT Still low awareness that early detection of animal diseases and an immediate response are keys to effective prevention and control of natural or intentional animal health disasters Recent years have seen increased public attention on animal diseases, their zoonotic potential and the measures used for their control. Avian influenza, FMD, Bluetongue and other emerging and re-emerging diseases have proven that there is an acknowledged need of the media and the general public for better understanding animal health issues which, in fact, are also social and economical issues.

IMPROVING COMMUNICATION: a strategic direction for the OIE INVESTING IN ANIMAL HEALTH MECHANISMS: Poverty alleviation Trade Disease Public health It must be clearly communicated that investing in animal health mechanisms not only protects countries from disease occurrence, but also safeguards public health, reduces poverty and opens all possibilities for trading their agricultural products freely with the rest of the world.

COMMUNICATION MUST BE ACKNOWLEDGED AND SUPPORTED BY VS “Get the work done and let them know” Improving communication is therefore a major strategic element for the OIE. To be effective, this communication must be acknowledged and supported by the relevant stakeholders, first of all by national Veterinary Services. In many cases, a lack of adequate structure and expertise in communication has led to a loss of visibility and credibility of their actions in the face of scrutiny by the general public. Along with the ancient adage “Get the work done and let them know”, the Veterinary Services must become fully aware of the overriding need for improved communication, in order to convince and influence policy makers and civil society of the economic and social worth of the missions these services perform every day. Policy makers and civil society must be convinced of the economic and social worth of the missions the VS perform every day.

COMMUNICATION MUST BE ACKNOWLEDGED AND SUPPORTED BY VS Recent animal disease crises have helped the international community to appreciate, in practical scientific, economic, political, social and ethical terms, the many advantages brought by effective animal health policies and programmes But VS fail to take full leadership of their activities This hinges on the capacity to effectively communicate. .

WHAT IS THE GOAL? To promote a sound “animal health environment” Foundation of an animal health communication strategy For the continuous implementation of the relevant communication guidelines in animal health policies and activities To make consumers throughout the world aware of the importance of animal health issues There is a need to promote a sound “animal health environment” and this should become the foundation of a communication strategy for the continuous implementation of the relevant communication guidelines in animal health policies and activities. There is a pressing need to influence policy development and commitment and public opinion at the national level. Consumers throughout the world must be made aware of the importance of animal health issues. To that end, communication as well as professional communicators must be fully integrated into the veterinary infrastructure. .

EFFECTIVE ANIMAL HEALTH COMMUNICATION HOW ? .

‘A KEY EVENT’ Animal Health Communicator’s Roundtable – Rome, April 2007 (FAO/OIE) Advocate the importance of the process of communication The experts recognized the urgent need to strengthen communication capacity and the role of communication professionals in the process of supporting responses to emerging animal diseases, including those that pose a risk to human health, specifically highly pathogenic avian influenza H5N1. It identified that communication professionals brought specialized skills to augment and improve the effectiveness of the technical aspects of the prevention, preparedness, response, and recovery phases of animal disease occurrences.

‘A KEY EVENT’ Communication strategies should be embedded in a framework that adheres to the principles of inclusion, participation and self-determination. Effective communication values local knowledge and socio-cultural norms while at the same time strengthening capacity through the provision of relevant technical information. The response to animal diseases can be understood, contextualized and acted upon at all levels

THE CONCEPT OF OWOH FAO/OIE/WHO/UNICEF in response to the New Delhi recommendation (The International Ministerial Conference on Avian and Pandemic Influenza, December 2007). A global strategy for managing risks of infectious diseases at the animal-human-ecosystems interface

THE CONCEPT OF OWOH Multidisciplinary approach needed Develop coordinated communication teams with national Public Health and Veterinary Services Address other related issues (i.e. environmental health, market impacts, consumer concerns) in close collaboration with other Ministries

Use of Capacity Building to achieve this change THE FUTURE OF COMMUNICATION WITHIN VETERINARY SERVICES THE NEED FOR A PARADIGM SHIFT From To strictly short-term reactive emergency communication campaigns Mid and long-term proactive communication strategies Public VS with communication elements in infrastructure Use of Capacity Building to achieve this change

AND… HOW TO GET THE BUY-IN FOR SUCCESS? Need for immediate investments and advocacy in strengthening national communication capacities and expertise, especially among MoA and VS, to ensure consistency and sustainability of interventions over the long-term AND…

HOW TO GET THE BUY-IN FOR SUCCESS? An improved global veterinary governance must encompass communication strategies

Communication within the OIE The importance of communication as a discipline and a profession has been well recognized The need for definitions, terms of reference and standards has been identified Ad Hoc group on communication

THE OIE CODE Proposed chapter on communication to be introduced in the Code The full integration of communication into the Code will be the effective mechanism to create the necessary incentive for countries, ministries to incorporate communication strategies within animal health policies

of Veterinary Services THE OIE-PVS TOOL OIE-PVS a tool for Good Governance of Veterinary Services In accordance with: Chapter 1.3.3.: Evaluation of Veterinary Services Chapter 1.3.4.: Guidelines for the Evaluation of VS

THE OIE-PVS TOOL AND COMMUNICATION The OIE is currently reviewing and updating this tool Elements to assess the competence and commitment to communication of a modern Veterinary Service are being incorporated

Thank you for your attention Organisation Mondiale de la Santé Animale World Organisation for Animal Health Organización Mundial de Sanidad Animal 12 rue de Prony, 75017 Paris, France - www.oie.int – oie@oie.int