Using Values Assessments to Target Avian Influenza Behaviors

In 2005 and 2006, baseline Knowledge, Attitudes, and Practices (KAP) studies were conducted in Vietnam, Cambodia, Lao PDR, and Indonesia among backyard poultry farmers to determine barriers to practicing biosecurity measures to prevent and control avian influenza. While KAPs were helpful in collecting basic information, they were limited in defining and reaching target audiences. Values and Lifestyles studies were thus conducted to help create messages that address farmers' needs more effectively and pinpoint the best communication channels and approaches to reach them.

In 2008, Values and Lifestyle Research was conducted in Bangladesh, Vietnam, Lao PDR, and Cambodia, and consisted of in-depth interviews with Sector 3 and 4 farmers, as well as government leaders, private and commercial sector, and health care providers (animal and human).

The interviews determined the motivations and incentives necessary to adapt best practices to prevent AI in people's homes and communities, and identified barriers (real or imagined) that prevented target audiences from adopting correct behaviors. For example, while KAP studies found that media, friends and family were primary sources of information, the values and lifestyles surveys revealed that people were more likely to turn to their local authorities (e.g., village leaders) during an emergency. We also found that values and aspirations between commercial poultry farmers and backyard poultry farmers differed substantially, thereby indicating the need for segmenting messages and information channels for each group. The findings led to targeted communication efforts, such as providing village leaders and health workers with comprehensive AI training packages to better equip them to respond.