SUMMARY HIGHLIGHTS FAO/OIE INTERNATIONAL ANIMAL HEALTH COMMUNICATORS’ ROUNDTABLE Satyajit Sarkar Coordinator & Team Leader, FAO ECTAD Communication Unit Presented on behalf of FAO and OIE

Information – Education - Communication – Public Awareness – Public Education – Social Mobilization – Community Mobilization – Advocacy – Information Officer – Media Officer – Communication Officer – Reporting Officer – Advocacy Officer - Development Support Communication – Pandemic Communication – Animal Health Communication – Human Health Communication – Media Relations – Donor Relations – Corporate Relations – External Relations – Public Relations - Risk Communication – Outbreak Communication – Behaviour Change Communication – Development Communication – Participatory Communication – Programme Communication – Information – Education - Communication – Public Awareness – Public Education – Social Mobilization – Community Mobilization – Advocacy – Information Officer – Media Officer – Communication Officer – Reporting Officer – Advocacy Officer - Development Support Communication – Pandemic Communication – Animal Health Communication – Human Health Communication – Media Relations – Donor Relations – Corporate Relations – External Relations – Public Relations - Risk Communication – Outbreak Communication – Behaviour Change Communication – Development Communication – Participatory Communication – Programme Communication – Information – Education - Communication – Public Awareness – Public Education – Social Mobilization – Community Mobilization – Advocacy – Information Officer – Media Officer – Communication Officer – Reporting Officer – Advocacy Officer - Development Support Communication – Pandemic Communication – Animal Health Communication – Human Health Communication – Media Relations – Donor Relations – Corporate Relations – External Relations – Public Relations all problems are communication problems

Strategic Communication Involves 4 distinct but harmonized elements: Programmatic Communication – to inform and empower Advocacy – to influence policy and political agendas Social Mobilization – to build consensus and expand partnerships Capacity Building – to strengthen and sustain the gains

Fundamental Premise Communication can address/influence information and perception related factors. It cannot replace the provision of services. By stopping Avian Influenza at source, we will be saving lives and protecting livelihoods.

For the global HPAI prevention/control strategy to succeed: Do poultry keepers/farmers, communities and frontline workers agree with the strategy? Is the general public fully engaged and willing to participate in the HPAI response? Is the media and civil society (NGOs) on our side and support the strategy? Are all donors and national governments fully and demonstrably committed to the strategy?

FAO/OIE Communication Roundtable 45 multi-disciplinary experts from 14 countries Epidemiologists, communicators, socio-economists, veterinarians, programme managers Representatives from governments, UN and technical agencies (FAO, OIE, UNICEF, WHO, UNSIC) Donor agencies (USDA, USAID, EC, WB) Private Sector and Academia

Purpose of the Meeting To analyse and define the contribution of communication as a process in the response to the on- going threat of HPAI, and stopping its spread at source in poultry. Build consensus towards the development of a strategic communication framework and plan in support of the FAO/OIE Global Strategy for the Prevention and Control of HPAI.

Key Recommendations...(A) 1.Advocate the importance of communication and need for enhancing animal health communication as critical elements in addressing/managing animal health issues. 2.Ensure strategic communication is integrated into the veterinary infrastructure and policy response (at global and national levels). 3.Establish an international network of animal health communication experts to work with animal health technical experts and other relevant partners.

Key Recommendations...(B) 4.Ensure consistency in messaging and accuracy in technical information, and which is adaptable to local contexts. 5.Develop a multi-sectoral and multi-disciplinary approach to communication that engages all stakeholders in an inclusive process. 6.Develop a comprehensive strategic communication action plan and relevant tools to address the animal health aspects of HPAI transmission – for the short and longer-term.

Strategic Goals and Objectives What should we aim for, and do we know what it will take to get there? And, by when? 4 Overarching Communication Goals 6 Specific Communication Objectives 5 Areas of Work

Strategic Communication Goals…(A) 1.Generate a clear understanding on the part of high level decision makers that it is by preventing and controlling virus spread in poultry that one has the best opportunity to prevent human infections and the potential development of a pandemic strain. 2.Catalyze greater societal ownership and public participation in the global AI response, including the wide-scale adoption of healthy/preventive behaviors, to reduce risk of virus transmission.

Strategic Communication Goals…(B) 3.Infuse a sense of urgency within policy domains and, ensure full preparedness and strengthened communication capacities of MoAs, at all levels, for rapid roll-out of response interventions, for the short as well as the longer-term. 4.Mitigate poultry market shocks and negative consumer reaction, and minimize the market recovery time, following announcements of HPAI outbreaks.

Specific Communication Objectives...(A) 1.At least 80% of all Ministries of Agriculture/Livestock approached will understand and engage in communication strategies aimed at addressing the major avian influenza risks in the poultry sector, and will consult with other relevant national authorities and integrate their efforts into one common national strategy. 2. At least 80% of the “at risk” population in epidemiologically high-priority countries will be able to correctly recall the (negative) health effects of avian influenza, know that avian influenza is preventable, and know the correct methods of prevention.

Specific Communication Objectives...(B) 3.At least 80% of those who keep backyard poultry, or are involved in small/large-scale poultry farming and trading, will have adopted (or, adapted as needed) the recommended avian influenza prevention practices to ensure bio-security. 3.At least 80% of all relevant institutional frontline workers and media persons (e.g. vets, para-vets, extension workers, radio/TV/print journalists, teachers, health workers, etc.) will have a comprehensive knowledge of avian influenza prevention and will actively promote the adoption of those behaviours within their constituencies.

Specific Communication Objectives...(C) 5. Communication capacities will be built and strengthened such that the time between field- reporting of a suspected case/event and the roll-out of an outbreak communication response will be 48 hours or less. 6. At least 80% of the families or persons, whose poultry will need to be culled as a control measure, would be fully aware of the prevalent national policy on compensation.

5 Areas of Work Technical assistance and rapid capacity-building in communication planning for Ministries of Agriculture Strategic information for policy development and advocacy Public information and donor/media advocacy Partnership-building and coordination Strengthening capacities of animal health communicators

The Immediate and the Non-Negotiable Establish a single, formal, global-level, trans-disciplinary, Strategic and Technical Advisory Group on Communication. Eliminate the artificial divide of Animal vs. Human Health communication in the context of prevention/control. Focus and invest much more in sustainable communication capacities for stopping the disease “at source” in poultry. (Pandemic Communication is a different animal altogether). Focus more resources and research on developing effective communication strategies, and less on messaging.

Otherwise...