1. Seminar on Communication
Maria Zampaglione
World Organisation for Animal Health
Head, Communication Unit
 OIE’s communication strategy
Comments (with copyright) / Commentaires (soumis au Copyright) :
Seminar on Communication
Teramo, December 2006

2. Communication - Some history
OIE
Created in 1924
“Club” of veterinarians
Historical mandate: animal disease surveillance worldwide
Duty of excellence

3. Communication - Some history
Communication becomes a priority for the OIE
2001: for the first time communication is part of the 3rd Strategic Plan
2003: Office international des épizooties becomes the World Organisation for Animal Health
2006: creation of the communication unit

4. Communication – Some history
“Get the job done...
..and let them know”

5. OIE Global Animal Health Messages
Surveillance and control of animal diseases: action for world public health
Protecting world trade and food: action to safeguard consumers
Promoting sustainable development and solidarity: action against poverty
Animal health is a global issue: sanitary governance must be improved

6. OIE Global Animal Health Messages
Surveillance and control of animal diseases action for world public health
Guaranteeing the transparency of animal health information and ensuring early detection and rapid response to animal outbreaks, including zoonoses

7. OIE Global Animal Health Messages
Protecting world trade and food: action to safeguard consumers
Safeguarding the food chain
Safeguarding trade and consumers through on-farm surveillance and along the food chain
Animal welfare: animal health is a key component of animal welfare

8. OIE Global Animal Health Messages
Promoting sustainable development and solidarity: action against poverty
International action for solidarity and development
Programmes targeted at economic growth and poverty reduction
Scientific and technical cooperation
Training, transfer of expertise to Member Countries
Assistance for Member Countries faced with an epidemiological emergency

9. Animal health is a global issue: sanitary governance must be improved
OIE Global Animal Health Messages
Animal health is a global issue: sanitary governance must be improved
Strengthening animal health governance (legislation, resources)
Strengthening the veterinary services in compliance with OIE quality standards
Mobilisation of public- and private-sector players in the animal health field

10. The perfect tripod Network of private VS Farmers Public VS
first sentinels -
must be partners
in all animal
health
related politics
control the implementation
of legislation
obligations vs public authorities

11. Legitimacy, credibility, efficacy
Strengthening Veterinary Services…
…But who are the VS?
The role of OIE Delegates
National CVOs

12. Legitimacy, credibility, efficacy
OIE Delegates
directly involved in the preparation and implementation of national sanitary regulations - with scientific expertise
Extraordinary cultural diversity among Member Countries
common denominators: shared aims and the exclusive use of science

13. Legitimacy, credibility, efficacy
National Veterinary Services in the fight against animal diseases and zoonotic threats
A chain of decision that implies responsibility, independence, transparency and efficiency of management

14. Legitimacy, credibility, efficacy
Veterinary Services the guarantors of animal health, a vital factor in public health worldwide
“If you do the job, let them know”
Veterinary Services work for public health too by controlling zoonoses which account for 75% of human diseases

15. The case of avian influenza

16. The case of Avian influenza
ZOONOSES

17. ..HOW? The case of Avian influenza
National and international animal health and
public health authorities carry a huge responsibility vs people:
 Contribute to transparent information
 Build trust
..HOW?

18. …THROUGH Communication Partners Tools, messaging Media
Social mobilization

19. Communication – OIE and partners
Collaboration (FAO, WHO, WB,UNICEF)
Exchange of information
Continuous update
To reach the goal of a consistent communication among all partners
CREDIBILITY

20. Communication – OIE and partners
Since the beginning of the AI crisis in late 2003 a single consistent message:
“tackle the disease at the animal source” =
a strong public health message

21. Communication – OIE and partners
Messaging is successful if:
Communication strategy = organisation’s policy
Communication services must be part of the management

22. In conclusion
Communication is a critical tool because it can influence the availability, acceptance and uptake of animal health services and deployment of control measures

23. Thank you very much for your attention
Communication
Thank you very much for your attention
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