Communication Conceptual Framework for Avian Flu and Other Emerging Infectious Diseases

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.