How can we effectively communicate with the general public on pandemic influenza? Mark Davis (Monash University) Niamh Stephenson (University of NSW) Paul Flowers (Glasgow Caledonian University) International Pandemic Preparedness and Response Conference, 2011 Session 2: Risk communication during and after pandemics

Communication dilemma “The challenge we had from a consumer point of view, if we’re summing up incidents or events in the last decade, Y2K, we had September 11 … we had our SARS. We have to be very careful that we don’t have ‘The boy who cried wolf’ type syndrome, because that does create apathy and resistance” (Policy-maker 04, Australia)... it was a fine balance getting the right message. They were basically saying: ‘This was a serious disease. We are doing all these things. Most people are fine but you still have to be cautious kind of thing’. So a kind of message or reassurance but tempered with a precautionary approach: ‘Watch and be careful’ but ‘It was all under control’. And I think they bought into that quite well and were reassured. I didn’t get a flavour of panic other than initially the odd person a bit flustered...’ (Policy-maker 07, UK)

Overview Theory underpinning communication ‘Self-defense’ medicine What we know of individuals and communities (Trust and resources)

Communications theory Catch it kill it bin it “If we all follow the simple rules of CATCH IT, BIN IT, KILL IT, the spread of colds, flu and similar illnesses could be reduced.” DOH, UK

Self-defense medicine... sadly we now live where we are practising self-defense medicine, where you’re covering your back. Like you have to make sure your documentation is good and you’ve given the appropriate advice and you’ve documented it. (Policy- makers, 03 and 04, UK) Public confidence and stability in the context of a global influenza pandemic is vital. The Commonwealth, State and Territory governments and the Australian Local Government Association (ALGA) are committed to providing accurate and timely information to the public at all points in the preparation for, response to and recovery from a human influenza pandemic. (National action plan for human influenza pandemic, 2009: 8).

General public responses Publics appear to endorse pandemic control methods Report patchy knowledge, prevention and risk assessment H1N1 spread easily and quickly Pandemic Influenza: People, Policy, Science

Other issues Prevention biotechnologies: reputations and how to use them Resources and delivery of communications

Conclusions examine communications theory and articulation with social change public health’s political and social history with pandemics engagement with social, biographical and medical complexity of individuals and communities social acceptability and understanding of biotechnology resourcing and delivery of communications