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Effective Communication: A Tool for Minimizing Disruptive Market Impacts
Some Preliminary Thoughts
Katinka de Balogh and Satyajit SarkarEmergency Centre for Trans-boundary Animal Diseases (ECTAD)
FAO, Rome
Who provides the avian influenza messages?
• international organizations- WHO, FAO, UNICEF
• the governments- Ministry of Health- Ministry of Agriculture
• the private sector
the News Media
Priority messages and the focus of national AI communication campaigns
• Report unusual sickness/death among poultry, wild birds and other animals immediately to the authorities
• Separate your poultry species, from wild birds, new birds and living areas
• Wash hands frequently with soap and water
• Clean clothes, footwear, vehicles and cages with soap or disinfectant
• Do not sell or transport suspected sick animals
• Handle, prepare and consume poultry safely
• Burn and/or bury dead birds safely
• Seek treatment immediately if have fever after contact with sick birds
Anatomy of an HPAI Outbreak
Infection
Cases
Diagnosis
Disease Control measures
Outbreak Announcement
• Market shocks and disruptions, as consumers react
• (Illegal) movement, hiding, and home slaughter
Pub
lic a
war
enes
s
In most developing countries:
• National authorities communication only after first outbreak
• Campaigns focused on prevention of animal-to-human transmission and human infection.
• News media focused on human health/stories of human cases.
.
In most developing countries:
• The visual media focus on images of culling and disposal operations.
In most developing countries:
• Market disruptions, other than import/export bans, generally not a priority for government AI communication campaigns.
• Involvement of the commercial poultry sector key for mitigating market shocks and disruptions.
• Levels of public awareness, knowledge or perceptions of AI unknown
Objectives:
• Determine the level of Public Awareness, Public Concern and Consumer Behavior in various countries.
Scope:
• 19 countries across North America, Latin America, Europe, Arab States, SE Asia and Australia
• About 19,000 respondents• Fieldwork in most countries conducted in May 2006
Ipsos Survey – International reactions to Avian Influenza
Objectives:
• Determine level of Avian Influenza risk perception of population• Determine level of knowledge regarding disease control policies
• Obtaining better understanding of consumer behavior following outbreaks
Scope:
• 25 EU member States + Bulgaria and Romania + Croatia and Turkey• 24,693 respondents• Fieldwork conducted in March – April 2006
Special Eurobarometer – Avian Influenza
70%
21%
9%
0% 20% 40% 60% 80%
Agree
Disagree
Don't Know
EU25: In the context of AI, the main concern of the EU public authorities is the health of citizens – Agree or Disagree?
EU citizens have a high level of trust in public authorities.
46%
43%
11%
0% 10% 20% 30% 40% 50%
Agree
Disagree
Don't Know
EU25: The EU public authorities tell everything they know about AI – Agree or Disagree?
EU citizens are divided regarding the transparency of the EU public authorities in respect to avian influenza.
76%
11%
13%
0% 20% 40% 60% 80%
Temporary basis
Don't Know
Forever
EU25: Intend to eat less poultry for ever or only temporarily? (Sample: Those who declared having reduced consumption)
Majority of EU25 citizens have reduced their consumption of poultry meat only on a temporary basis
EU25: Consumption of poultry meat (April 2006)
COMPARED WITH SIX MONTHS AGO
33%58%8%Turkey
78%18%4%EU25
SAMELESSMOREPoultry meat consumption
Turkey Private Sector Response
“Healthy Chicken Meat Platform”
19 private companies accounting for 85% of chicken meat produced in Turkey.
Source: Healthy Chicken Meat Platform, Turkey
Turkey AI Outbreaks
First Outbreak – October 2005
• free-range turkey farm; no human infections• 2500 turkeys dead/culled; • 4000 poultry and pigeons culled in the area.• poultry sales dropped 50%, prices dropped 40%. • 2 months for market to recover
Second Outbreak – January 2006
• 2 human cases including 4 deaths• first human infections outside of Asia• disease spread and detected in many regions• 16 million birds culled
Source: Healthy Chicken Meat Platform, Turkey
Response to October ‘05 outbreak
• Intensive engagement with media: Declaration of ‘open house’ visits to poultry facilities for media
• On radios• 180 spots on national radios (October 18th-23rd)• 4740 spots on local radios (November 1st-6th)
• At points of sale50,000 posters
• In printed media• 5 announcements (7x45) in national newspapers • 9 (7x25) announcements in national newspapers
(October 16th-18th)
Source: Healthy Chicken Meat Platform, Turkey
Response to January ‘06 outbreak
Intensive campaign with USD 2 million budget; fronted by Ugur Dundar, Turkey’s most popular and trusted investigative journalist on
food safety and other issues.
Source: Healthy Chicken Meat Platform, Turkey
Extensive Visual Presence Feb 2006
TV: 893 TV spots (February 6th -28th)
Radio: 540 spots on national radios (February 6th-14th); 12,144 spots on local radios (February 6th-28th)
Billboards: 335 announcements (February 18th -March 4th)
Points of Sale: 50,000 posters
Leaflets: 1 million leaflets handed out (February 6th-8th)
Print Media: 20 announcements in 10 national newspapers (Feb 5th-6th)
Source: Healthy Chicken Meat Platform, Turkey
Intensive Media Coverage
Akşam
Milliyet
Radikal
Forum Diplomatik
Vatan
Vatan
Hürriyet
Referans
Posta
Source: Healthy Chicken Meat Platform, Turkey
Successful...?
• Public opinion poll by GfK Türkiye in Feb. 2006:• 92% found the TV spot “undertsandable”, • over 83% percent “memorable”,”informative”,“convincing”• 75% said that Uğur Dündar bolstered their confidence in the Platform
• News media coverage of campaign:• 129 newspaper reports (Jan 28th - Feb 27th).• 41 TV reports, for 7 h.15 min. (Jan 31st – Feb 27th)
• Poultry sales did get a boost within one week of campaign
• No significant impact of ‘poultry lunch’ hosted for parliamentarians including the Prime Minister.
Source: Healthy Chicken Meat Platform, Turkey
In conclusion...
• Strong national public education and awareness campaigns should be initiated even before outbreaks occur.
• Governments protecting animal and human health, in close partnerships with the private sector to address market issues.
• Need for country data on risk perceptions among public � tailorcommunication campaigns.
• Important that communication fosters trust, transparency and dialogue between national authorities, the private poultry sector and the public.This is key to mitigate disruptive market impacts.
Turkey: poultry private sector campaign
Thailand: UNICEF handwashingcampaign
Cameroon veterinary department campaign
• Enjoy well cooked poultry
