Mapping and review of existing guidance and plans for community and household-based communication to prepare and respond to pandemic influenza

While it is difficult to predict when the next pandemic influenza (P/I) may occur and how severe it may be, experts agree that it would pose a worldwide risk. Past flu pandemics and outbreaks of other diseases point to the need for global and country-specific preparedness where communication interventions and advance planning play a critical role in outbreak response. Well-designed communication programs may help reinforce and/or establish long-term behaviors and social norms that would help prevent or mitigate future epidemics among communities, households and populations. This study was conceived and sponsored by UNICEF Communication for Development Unit to strengthen P/I communication planning and to provide UNICEF field staff and local partners with suitable guidance. The study aimed to provide insights on key issues, needs, next steps, potential elements and strategies that should be considered in future technical guidance on P/I community- and household-based communication. Data were collected via review and analysis of secondary data, communication models and P/I communication plans as well as an experience survey including 19 in-depth interviews with senior officers from international organizations and local governments. Our findings validate the need for P/I communication technical guidelines, confirm the existing divide on P/I communication preparedness among different world's regions, and identify existing obstacles. Key needs and recommended elements were related to: further clarity on behavioral results of P/I communication; role of international agencies on global and in-country coordination; capacity building at community and government levels; pre-pandemic communications; P/I awareness levels; risk mapping and assessment; and community consultation.