208866 Using Values Assessments to Target Avian Influenza Behaviors

Tuesday, November 10, 2009: 9:30 AM

Eleanora De Guzman , Academy for Educational Development, Washington, DC
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.

Learning Objectives:
Describe the results of KAP studies of backyard poultry farmers in Vietnam, Cambodia and Lao PDR related to preventing and controlling avian influenza; Explain the methodology and need for lifestyle and values surveys to further refine the development of communication activities; and Discuss about the results of the lifestyle and values surveys and how they differed from KAP results.

Keywords: Infectious Diseases, Research

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: Have presented at APHA several times in the past, am a published author of behavior change communication articles, and have decades of experience designing and implementing health communication programs worldwide. Am currently the Country Coordinator of the USAID AI.COMM project in Vietnam.
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.