Communication as an Integral Component of Animal Health Strategies 3 rd Interagency Meeting on Strategic Communication for Avian /Pandemic Influenza Alejandro B. Thiermann

Surveillance and control of animal diseases: action for world public health OIE GLOBAL ANIMAL HEALTH MESSAGES Protecting world trade and food: action to safeguard consumers Promoting sustainable development and solidarity: action against poverty Animal health is a global issue: veterinary governance must be improved

The HPAI crisis has given us an opportunity to recognize and address the weakness and the lack of awareness of the importance of communication as a critical element, when compared with public health communication strategies. WHAT HAVE WE LEARNED?

‘A KEY EVENT’ Animal Health Communicator’s Roundtable – Rome, April 2007 (FAO/OIE) First clear recommendations on strategy and operational plan for communication shared with other organizations

Multidisciplinary approach needed Develop coordinated communication teams with national Public Health and Veterinary Services Address other related issues (i.e. environmental health, market impacts, consumer concerns) in close collaboration with other Ministries THE CONCEPT OF ONE HEALTH

THE VETERINARY SERVICES Historically, most countries VS have focused their resources on protecting livestock production, disease eradication and certification of exports. There has been limited investment into the VS infrastructures, capable of detecting and responding to emerging and unknown diseases and threats, including communication.

COMMUNICATOR’S BALANCING ACT Biosecurity Compensation Vaccination Culling Public health risk Farmers Veterinary Services Policy Makers Private sector Media Topics Target Audiences Animal health governance

The ‘bottom-up approach’ (grass roots) must be simultaneous with the ‘top-down approach’ in order to reach consistent and sustainable results BOTTOM-UP OR TOP-DOWN?

Use of Capacity Building to achieve this change THE FUTURE OF COMMUNICATION WITHIN VETERINARY SERVICES THE NEED FOR A PARADIGM SHIFT strictly from short-term reactive emergency communication campaigns Mid and longer-term proactive communication strategy From To Public VS with communication elements in infrastructure

HOW TO GET THE BUY-IN FOR SUCCESS? Need for immediate investments and advocacy in strengthening national communication capacities and expertise, especially among Ministries of Agriculture and Veterinary Services, to ensure consistency and sustainability of interventions over the long-term. An improved global veterinary governance must encompass communication strategies.

Communication within the OIE The importance of communication as a discipline and a profession has been well recognized The need for definitions, terms of reference and standards has been identified, Convene AHG

THE OIE CODE Appropriate texts will be developed and incorporated in the Code

THE OIE-PVS TOOL OIE-PVS a tool for Good Governance of Veterinary Services In accordance with: Chapter : Evaluation of Veterinary Services Chapter : Guidelines for the Evaluation of VS

THE OIE-PVS TOOL The OIE is currently reviewing and updating this tool Elements to assess the competence and commitment to communication of a modern Veterinary Service are being incorporated

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