1. Communication as an Integral Component of Animal Health Strategies
3rd Interagency Meeting on
Strategic Communication
for Avian /Pandemic Influenza
Alejandro B. Thiermann

2. 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: veterinary governance must be improved

3. WHAT HAVE WE LEARNED?
The HPAI crisis has given us an opportunity to recognize and address the weakness and the lack of awareness of the importance of communication as a critical element, when compared with public health communication strategies.

4. ‘A KEY EVENT’
Animal Health Communicator’s Roundtable – Rome, April 2007 (FAO/OIE)
First clear recommendations on strategy and operational plan for communication shared with other organizations

5. THE CONCEPT OF ONE HEALTH
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

6. THE VETERINARY SERVICES
Historically, most countries VS have focused their resources
on protecting livestock production, disease eradication
and certification of exports.
There has been limited investment into the VS infrastructures,
capable of detecting and responding to emerging and unknown
diseases and threats, including communication.

7. COMMUNICATOR’S BALANCING ACT
Farmers
Veterinary Services
Policy Makers
Private sector
Media
Biosecurity
Compensation
Vaccination
Culling
Public health risk
Topics
Target
Audiences
Animal health
governance

8. BOTTOM-UP OR TOP-DOWN?
The ‘bottom-up approach’ (grass roots) must be simultaneous with the ‘top-down approach’ in order to reach consistent and sustainable results

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

10. HOW TO GET THE BUY-IN FOR SUCCESS?
Need for immediate investments and advocacy in strengthening
national communication capacities and expertise, especially among
Ministries of Agriculture and Veterinary Services, to ensure
consistency and sustainability of interventions over the long-term.
An improved global veterinary governance must encompass
communication strategies.

11. 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,
Convene AHG

12. THE OIE CODE
Appropriate texts will be developed and incorporated in the Code

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

14. THE OIE-PVS TOOL 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

15. 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, Paris, France - –