Kunming, China August 11, 2009

Review of MBDS Core Strategy Implementation Lead Strategy Coordinator Presentation Strategy 6: Strengthen Risk Communications Kunming, China August 11, 2009

Group 6. Participants • 1. Prof: Saw Lwin Myanmar • 2. Dr.Pen Rotha Cambodia • 3. Dr.Sibounhom Archkhawongs Laos • 4. Ms.Sengsavanh Chanthavong Laos • 5. Ms.Borwornwan Diregpoke Thailand • 6. Mr.Do Huu Dung Vietnam

MBDS Core Strategies 6 countries Rest of the World XB cooperation and information exchange Info sharing Animal-human interface (zoonoses) HR development - epidemiology MBDS Community-based surveillance Laboratory ADD Risk communications Info & Communication Technology Policy research MBDS Partners

Core Strategy Country Leaders

Strategy 6: Progress by Lead Strategy Coordinator =No, =Yes

Strategy 6: Progress, by Country

Strategy 6: Progress, by XB Site   =No, =Yes

Strategy 6: Priority Activities for 2009-2010 O 6.1.Develop a MBDS RC framework O 6.2. develop curriculum for RC O 6.3. Train a critical mass of risk communicators at different levels of the health system. O 6.4. Develop and test RCs messages for the PH activiites. O 6.5. Follow up on specific priority actions from national & regional pandemic preparedness TTXs.

Strategy 6: Additional Observations from Lead Strategy Coordinator

THANK YOU

Risk Communication Myanmar MBDS Kumin

A communication strategy framework was developed by the National Working Group on AI Risk Communication framework identified early on, the priority action for behaviour change, key audiences and communication approaches. Knowledge, Attitudes and Practices on Avian Influenza Poultry farmers regardless of farm size engaged in risky behaviours such as keeping poultry animals together, using untreated children droppings for fertilizer or livestock feed, non use of personal protection equipment and irregular use of soap for hand washing after handling chickens.

Materials development Television and radio spots have been developed as well. Myanmar Radio and Television Department of the Ministry of Information has been airing selected spots since the first week of November’ 2007. Communication Channels The younger the person, the less attention to radio. Video viewing follows the same trend as for TV. Metro and urban populations watch more video than their rural counterpart. The higher socio economic groups reported regular use of television, radio and press. Romance, drama series, and sports such as martial arts and soccer are the most watched television programmes. Individuals in the mid-lower socioeconomic groups make up the bulk of radio listeners.

Faith-Based Organizations Interpersonal communication networks Information travels by work of mouth. This is the most common way people communicate with each other. In myanmar, this remains as an important channel of communication. Traditional media Folk media presentations are still obtaining through the country. A three day folk media workshop on avian influenza was organized by the Mandalay Folk Groups in November 2006(6). The folk media artists demonstrated ways in which messages on avian influenza could be integrated in A Nyient, Saing Waing and Zat Pwe.

Local events Social and cultural gatherings provide opportunities for exchange. Life cycle events such as novitiation, marriage or head monks’ funeral also bring people together. Messages or words of counsel are given on these occasions by respected persons and could be handed from one person to another. Folk media artists are invited to perform during these occasions. Point of information channels The tea shop, market, the retail store in town centers and the small shops in villages make up important points-of-information. These are available opportunities for avian influenza communication.

Other channels The so-called non-traditional communication channels are “ marketing” alternatives for AI messages. These would include mobile channels such as trains, passenger buses, taxis, motorbikes, the itinerant food vending carts channels. Communication Issues, Challenges and Opportunities A multi-pronged, multi-level communication strategy demands dialogue and interaction among the many partners. Common understanding of the communication problems but also in terms of the necessary approaches and coordination of messages. Some challenges.

Nurturing a supportive policy environment for Avian & Pandemic Influenza The Government of the Union of Myanmar has joined the international community in mounting a national campaign against avian and pandemic influenza. The presence of the National Plan for Avian Influenza Prevention and Preparedness Response and Control of Highly Pathogenic Avian Influenza provide a positive environment for communication.

Integration of A & PI prevention and preparedness in programmes To increases attention to the urgent need prevent avian influenza and to generate the needed preparedness response in case of a pandemic, all avenues must be employed to reach every parent, family and village. Synchronizing communication A holistic approach to communication demands connectedness of the various strategies as well coordination of messages in content, time and place. Expanding outreach Anybody and anything that can communicate with every parent, family and village are important channels for messages on the dangers of avian and pandemic influenza and preventive measures and practices.

Strengthening public presence of Avian & Pandemic Influenza prevention and preparedness Messages on avian and pandemic influenza prevention must compete with various topics. Messages on avian influenza prevention must not only attract visual attention but must gain prominence in the consciousness of people. This is achieved through repetition of messages with variation and frequency of dissemination. An important issue in communicating public service announcements such as avian influenza prevention is the cost involved in using mass media channels. Rationalizing materials distribution and utilization Children, family and village involvement

Thank You

Kunming, China August 11, 2009