208793 Communication Conceptual Framework for Avian Flu and Other Emerging Infectious Diseases

Tuesday, November 10, 2009: 8:30 AM

Robert Kelly, PhD , Global Health, Population and Nutrition, Academy for Educational Development, Washington, DC
Dee Bennett , Global Health Marketing Group, Academy for Educational Development, Washington, DC
As a result of three years of on-the-ground behavior change communication work and research on H5N1 in over 19 countries, AED designed a communication conceptual framework that can be used to respond to avian flu outbreaks and other epizootics.

The “Communication Conceptual Framework for AHI and Other Emerging Infectious Diseases” is based on a six-part premise that: 1) With awareness and understanding of the background context, 2) the selection of strategies and interventions are designed to act upon behavioral determinants, which in turn will 3) act upon behavioral determinants, which in turn will 4) influence specific behaviors and activities, 5) that can affect viral transmission, thus 6) preventing new infections. In each step, users of the framework can select an array of choices for the context (e.g., production systems, political and organizational structure, endemicity, socioeconomic factors); strategies and interventions (e.g., communication, policy, capacity building, private sector partnerships, reporting and surveillance); behavioral determinants (e.g., external or internal); desired actions (e.g., reservoir control, blocking actions, preventing infection within the target group); biological determinants (e.g., risk of viral transmission); and outcomes (e.g., infections averted).

Based on the user's input, the interactive framework assists in identifying effective and results-oriented communication activities that target high-risk populations to increase awareness and change behaviors and practices and that minimize the spread of the virus. This framework can be used in a variety of settings – urban and rural, developing and industry settings – and applied to avian and human influenzas as well as other emerging infectious diseases.

Learning Objectives:
1. Describe how to use a conceptual framework tool that allows for the selection of communication strategies and interventions that are designed to act upon behaviors and practices that can affect viral transmission and prevent new emerging infectious diseases 2. Demonstrate how this interactive framework has been used in to design interventions for avian and human pandemic

Keywords: Infectious Diseases, Communication

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: Dee Bennett has over two decades of experience in managing, negotiating, and implementing communication strategies and public-private agreements. She has worked in both the public and private sectors in public affairs, communication, and social and commercial marketing. Currently, Ms. Bennett is senior technical advisor in communications for the USAID-funded Avian Influenza Behavior Change and Communication Task Order that works in over 20 countries. At AED, she has also worked on energy and environmental issues where she was Chief of Party in Egypt for nutrition, health, and infectious diseases. She also is involved on new initiative and new business development for the Global Health Population and Nutrition Group. Prior to joining AED, she was a senior vice president in new product marketing, communication, public affairs, and public relations at two Washington public relations firms where she represented a variety of corporations. She has extensive experience in management and technical direction for social marketing and communication programs in the Middle East, Asia, and Africa.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.