Mobilizing farmer leaders as peer role models to overcome resistance to adoption of biosecurity measures to prevent avian influenza in Vietnam

Learning objectives

Identify how farmer leaders were mobilized as credible influentials and peer role models to promote biosecurity practices

Assess the process developed to communicate biosecurity messages to other farmers, the communication activities undertaken, monitoring conducted, and results achieved

Learn results of farmers reached by farmers leaders adopting biosecurity measures in their farms

Background

Vietnam was one of the first countries to experience avian influenza outbreaks. Although the country has successfully managed this epidemic, it remains a major concern since outbreak re-surged in poultry in 2007 after a year's absence. Vaccination is the cornerstone of the government's prevention strategy but its sustainability as a subsidized program is questionable. Ensuring biosecurity in small poultry farms—where the disease commonly occurs—is crucial for long-term control of avian influenza. However, backyard and small commercial poultry farmers' practice of biosecurity in their farms is low. Farmers resist adopting new poultry raising practices (fencing, separating poultry, or using mask and gloves) because of the financial and other “costs” and lack of short-term tangible benefits. This presentation will show how farmer leaders were mobilized as credible influentials and peer role models to effectively promote biosecurity practices to other farmers in their communities.

Data or Information Used

The process by which the Vietnam Farmers Union developed capacity of farmer leaders to communicate biosecurity messages to other farmers in their communities, the communication activities undertaken, monitoring conducted, and results achieved will be used.

Methods and Tools

Training on communicating biosecurity measures and organizing community-level activities including monitoring and evaluation tools will be presented.

Recommendations/Implications

Use of community influentials and peer role models as credible communicators is effective in overcoming resistance to adoption of new poultry raising practices among farmers. Strategies need to be implemented to involve such influentials in fighting epidemics and controlling spread of farm-based diseases in rural areas.