1. Project BIRD FLU Campaign
Prepared for
Image Dimensions

2. BACKGROUND:
TB LINC was tasked by the United States Agency for International Development Office of Health to provide technical assistance to key offices of the Philippine Government Implementing the National Avian Influenza Preparedness and Response Plan specifically to:
Lead the conduct of national communications campaign on bird flu awareness
Develop communications messages targeting high-risk groups on appropriate behaviors and practices
Develop specific media for building public awareness
This report will show the attitudes and perceptions of the target high-risk groups on the various materials prepared by Image Dimensions for TB Linc.

3. SCOPE OF WORK:
This project aimed to pre-test the various promotional materials prepared by Image Dimensions for TB LINC
The materials were tested for acceptability and cultural appropriateness among target audiences.
The results of this pre-testing will therefore assist USAID and its partners to ensure that the promotional materials are able to meet the message objectives.

4. RESEARCH OBJECTIVES:
To assess the effectiveness of communication materials developed for TB LINC by Image Dimensions.
Specifically to
Evaluate the materials visuals and copy on whether it is:
Visually appealing
Acceptable
Understandable
Culturally appropriate
Relevant to the target audiences
Provide information
Motivate people to take action
Provide recommendations on which among the materials would be best used
Provide recommendations on changes required to ensure existing images and copy fit the Filipino context

5. METHODOLOGY: Communications materials Pre-test
FGD (Focus Group Discussion)
Respondents are from pre-selected barangays in a given area who are:
Minalin, Pampanga – engaged in poultry farming
Cauayan, Isabela – engaged in backyard poultry growing, poultry farming or gamefowl breeding
La Carlota City, Bacolod – engaged in gamefowl breeding
General Santos City - 2 groups
Muslim
Non-Muslim group both of which are engaged in backyard poultry farming and/or in the trade of exotic birds

6. DISCUSSION GUIDE: General Discussion on respondent’s livelihood
How long been in the business?
(For poultry farmers/ gamefowl breeders) How many heads of chicken do they have under their care?
(For exotic bird traders) How many do you get to trade in a month?
Awareness for Bird Flu/ Avian Flu
Have you heard about Bird Flu?
What do you know about it?
From where did you learn about Bird Flu?
From where/ whom else do you want to learn about Bird Flu?
Monadic Presentation of Materials
Super Chicken Seal
Poster/ Print Ads
Coloring Book Cover
Coloring Book Story Line
Radio Ad
TV Ad
Appeal (Likes/ Dislikes)
Visuals
Situation
Copy
Understandability
Correctness of translation
Message take-out
What does the material ask you to do?
Relevance
Of message
For whom is this material? Who is its target audience?
Of situation depicted
Do you find yourself in a similar situation?
Are there more appropriate/ relevant situations?
Believability
Of message (especially of prevention)
Feasibility of action required
What can they actually do when faced with the situation?

7. Knowledge of Pests/ Infestation/ Illness

8. Common Pests/ Infestations experienced (Pampanga)
ILT
Symptoms
Nose bleeding & cheese like mucus on the throat
Source
Unknown
Cure
Veterinarian administers medicines
NCD (New Castle Disease)
Fever
Virus
Gumboro
Symptoms
“Tayo ang balahibo… bagsak ang pakpak at palong” (Feathers stand on ends…wings and crown are down)
Source
From vaccination – introduction of the virus lowers the resistance of un-vaccinated chicks which leads to infestation
Cure
Veterinarian administers medicines

9. Common Pests/ Infestations experienced (Isabela)
Chicken lice (Ulmog)
Symptoms
Caretaker suffers from itching
Chicken has ear infection
Source
“Mainit ang panahon” (Hot weather)
Cure
Malathion (pesticide)
Tobacco leaves (Soak in water and then spray like pesticides)
Sipon
Runny nose
Change of weather
“Pakainin ng paminta” (Make the chicken eat whole pepper)
Bulutong
Symptoms
Blisters
Source
Virus
Cure
“Pakainin ng siling labuyo” (Make the chicken eat hot chili)
Betadine (antibacterial wash)
Lugpi (paralyzed)
Unable to walk
Cold weather
Vitamins

10. Common Pests/ Infestations experienced (Bacolod)
Sipon
Symptoms
Runny nose
Source
Change of weather
Cure
Medicine from poultry supply store
Cholera
Natutuyo ang paa (Drying of the feet)
Unknown
Sulpa powder
Bulutong
Symptoms
Blisters
Source
Virus
Cure
“Pa-injection-an ng gamot” (Inject medicine)

11. Common Pests/ Infestations experienced (MUSLIM – General Santos)
Cough/ Cold
Symptoms
Runny nose
Droopy head
Source
Change in weather
Cure
Cold Medicines for humans i.e., Neozep cut in half and fed to the chicken (“Hatiin yung Neozep tapos ipasok sa bibig ng manok”)
Medicines recommended by poultry feed store i.e., Vetracin
Injections recommended by poultry feed store
Piping hot rice

12. Source of Information on Pests/ Infestation and Cure
The respondents (poultry/ gamefowl owners/ caretakers) are usually left with their own devices in terms of diagnosis and cure for common bird illness. As such, the caretakers credit the poultry/ gamefowl farm owners with the CARE MANUAL used within the farm.
The veterinarian is usually called in during dire situations (i.e., when there is an outbreak, when the caretaker is not familiar with the symptoms present)
The Filipino’s penchant for self-medication extends to how they treat their farm animals/pets. If the regular Pinoy relies on the drugstore clerk to recommend medication, the caretakers regard themselves and the poultry feed retailer to be the authority regarding infestation and cure.
The sources of information on pests/ infestation and cure are:
Poultry/ feed retailer
Customized manual/ program/ chart developed by Owner and Veterinarian
Observed from years of experience
Seminars given by
Cooperatives i.e., MIPOLCO (Pampanga only)
Companies selling vaccines (Pampanga only)
USAID funded program (Non Muslim Gen San)

13. Common Practice in terms of responding to possible infestation
Separate sick chicken/s
Caretaker may:
Find out what the problem is by himself i.e., Slit the throat of the chick to find out what is wrong with it
Find a palliative/ traditional cure i.e., Make the chicken take vitamins/ medicine from poultry feed retailer/ pepper/ hot chili
If specific problem could not be identified, inform (true only in Pampanga)
Veterinarian (for Poultry Farmers)
Barangay then Municipal Hall then City Veterinarian (For Backyard growers)
Only care takers can share information about what to do with infestation
Owners rarely admit that his poultry has been infested
a. If still manageable,
the veterinarian administers medicine (only in Pampanga)
the caretaker administers medicine recommended by poultry feed retailer (for all areas)
the caretaker administers medicine that is used by humans for the same condition (Muslim Gen San)

14. Common Practice in terms of responding to possible infestation
b. If no longer manageable, the chickens are
Buried (for all areas)
Burned (only in Pampanga)
Given to crab/ lobster growers as feed (only in Pamapanga)
Sold for a much cheaper cost to poor people in the city (only in Pampanga)
“Binibili pa rin kahit na double dead… alam naman ng bumibili kasi 3 for P100 lang, pero kinakain pa rin dahil sa hirap ng buhay”
(The people still buy it even if it is double dead… they know it is double dead because it is priced 3 for P100, but they still eat it simply because life is hard)
Generally JUST EATEN before the chicken dies on its own (Pampanga, Isabela, Muslim Gen San)
Disinfect the cages
use a disinfectant (in all areas)
using 4 different chemicals/ pesticides (only in Pampanga)

15. Knowledge about BIRD FLU

16. Knowledge on Bird Flu
Majority of the research participants have heard about the term BIRD FLU, they fear it but do not know what the cause, symptom, prevention and cure for the disease is.
Even the “professionally knowledgeable” Pampangueños are still in the dark as to what are the causes, symptoms and correct response to Bird Flu are.
Since the majority of the Non-Muslim respondents in General Santos were part of the pilot group on Bird Flu awareness, they seem to be the most informed and vigilant about Bird Flu.

17. Knowledge on Bird Flu
However, among those who were not initially recruited to be Purok leaders on Bird Flu awareness in General Santos, the awareness on the epidemic is very low.
“Alam naming masama ang Bird Flu… kailangang patayin ang mga manok pag nagkaroon na niyan… pero paano ba nagkaka Bird Flu? Ano ba ang gamot dyan?” (We know that Bird Flu is bad… we need to kill the chicken if it happens… but where does it come from? What is its medicine?) – Pampanga
“Nagkaka Bird Flu ba kapag nakakain ka ng double dead na manok?” (Do you get Bird Flu if you eat a double dead chicken?) – Isabela
“Nahahawa ang manok sa tagapag alaga na may flu…” (If the caretaker has flu and the chicken contract it from him) – Bacolod
“Nakita namin sa TV na may Bird Flu sa Indonesia… may nagsabi rin sa TV na kapag may nakitang banyagang manok sa lugar namin (ang local officials) ikukulong kami… nang mapanood namin yun, pinakawalan namin lahat ng banyagang ibon namin” (We saw on TV that Indonesia has Bird Flu… it was also on TV that we learned that we can be locked up in jail (by the local officials) if they see us with foreign birds… after we saw that we released all the foreign birds in our care) – Muslim Gen San
“Wala kaming alam… ano ba yun?” (We do not know anything about it… what is it?) – Non Muslim Gen San (also not part of pilot group)

18. Source of awareness News feed from TV Posters/ billboards in the area
“Parang napanood ko sa TV… merong mga pinakitang patay na maraming manok sa ibang bansa” (I think I saw that on TV… there were a lot of dead chicken in another country) – Pampanga, Isabela, Bacolod, Muslim Gen San
Posters/ billboards in the area
“Merong mga naka lagay na ganyan dito… sa may labasan may nakasulat na ‘Bird Flu’… nakita ko lang hindi ko nabasa lahat” (Just outside this area there is a (billboard) that has the word ‘Bird Flu’… I just saw it but I did not read it in its entirety) – Bacolod
“Meron dating mga poster dito ng lechon manok tapos nakalagay ‘bawal kainin – Bird Flu’…” (There used to be a poster that shows roasted chicken and the words “Do not eat – Bird Flu’…”) Non Muslim Gen San

19. Source of awareness Seminar given by HealthGov (USAID program)
“Kami ang pilot area ng Bird Flu awareness kasi malapit ang lugar naming sa Indonesia. Nag seminar kami tapos kami naman ang nag disseminate ng information sa mga taga Purok namin. Maraming nakaalam, marami ring hindi kasi yung iba ayaw makinig sa seminar… sabi may trabaho daw sila… walang panahon sa seminar” (We are the pilot area for Bird Flu awareness because we are the area closest to Indonesia. We attended a seminar and in turn we disseminated the information in our own areas. There were a lot who learned about Bird Flu, but there are also a lot who refused to attend a seminar… they said they were at work… too busy to attend a seminar) Non Muslim Gen San

20. Misconceptions about bird flu
Simply because there has been no opportunity for most to learn about Bird Flu, there are a lot of misconceptions about it.
The major misconceptions about Bird Flu are:
The virus could not enter the country because of
the hotter climate in the Philippines (vs. cold climates of China, etc.)
Filipinos are better at raising chicken because Filipinos clean cages, gives chicken baths and change drinking water frequently
“Mas magaling mag-alaga ang mga Pinoy… malinis ang mga kulungan, pinaliliguan ang mga manok at madalas palitan ang iniinom na tubig ng manok” (We Pinoys care for the chicken better… the cages are clean the chicken are given baths and drinking water is changed frequently) - Pampanga
Philippines is cleaner than other countries
“Mas malinis ang kapaligiran dito sa Pilipinas” (The environment is cleaner in the Philippines) _ Isabela, Bacolod, Muslim Gen San
Filipinos are prayerful/ Maka Diyos
“Mas madasalin kasi tayo… mas maka Dtyos kesa sa ibang bansa” – Muslim Gen San

21. Misconceptions about bird flu
The major misconceptions about Bird Flu are (continued)
Avian influenza has always been in the Philippines but Filipinos are more “madiskarte” that’s why it does not go to the level of an outbreak
“Matagal nang meron dito nyan… nagkakalagnat talaga ang mga manok… madiskarte kasi ang Pinoy maraming alam gawin sa manok kaya hindi nagiging outbreak yan” (It has been around for a long time… the chicken really experience fever… the Filipino simply has more ways to deal with it that’s why it does not become an outbreak) – All areas
“Kapag may lagnat ang manok tubigan mo tapos ituwad…” (if the chicken has fever, pour water over it then hang it upside down…) – Pampanga
“I- vetracin agad” (Give Vetracin immediately) – Isabela
“Painumin ng gamot sa lagnat ng tao” (Give the chicken what humans take for fever) – Muslim Gen San
Even if you hold a chicken with Bird Flu it does not immediately follow that you would contract it – It is dependent on each person’s resistance
“Depende yan sa resistensya ng tao… kung lagi kang kumakain ng hilaw na ampalaya, i-blender mo na may kasamang calamansi hindi ka tatablan” (It depends on how strong the person’s resistance is… if he eats blended raw bitter gourd with calamansi then he will be resistant to Bird Flu) – Muslim Gen San

22. What do the Pilot group in Gen San know about Bird Flu?
SOURCE/ CAUSES OF BIRD FLU
It is a disease from other birds and animals
It comes from chicken lice (“Galing sa kuto ng ibon”)
It comes from bad wind (“Galing sa masamang hangin”)
It comes from birds from Indonesia/ foreign countries with Bird Flu
EFFECT
It can kill 30% of the flock in a day
STATUS IN THE PHILIPPINES
It is not yet present but the danger is imminent because of Gen San’s proximity to Indonesia

23. PROMOTIONAL MATERIALS TESTED

24. SUPER CHICKEN SEAL

25. POSTER/ PRINT AD MATERIAL

26. COLORING BOOK COVER

27. COLORING BOOK STORY LINE
SCRIPT #1: SUPER TIPS NI SUPER CHICKEN LABAN SA BIRD FLU 1. AKO SI SUPER CHICKEN NANDITO AKO PARA TULUNGAN KO KAYONG LABANAN ANG BIRD FLU 2. UNA, HUWAG HALUAN NG MANOK NA MAY SAKIT ANG INYONG MGA MANOK 3. PANGALAWA, PANATILIHING MALINIS ANG KULUNGAN NG MGA MANOK 4. PANGATLO, IWASANG HAWAKAN ANG MGA MANOK NA MAYSAKIT PARA MAIWASAN ANG PAGKALAT NG SAKIT 5. PANG-APAT, LAGING MAGHUGAS NG KAMAY PAGKATAPOS MANGGALING SA MANUKAN PANGLIMA, IREPORT AGAD SA PUNONG BARANGAY O BETERINARYO KAPAG MAY NAKITANG MAHINA O MAY SAKIT NA MGA MANOK 7. TANDAAN, NASA KAMAY NATIN ANG KALIGTASAN LABAN SA BIRD FLU
SCRIPT #2: NASA KAMAY MO ANG KALIGTASAN SA BIRD FLU 1. VISUAL: Two hands COPY: Bawal humawak ang mga kamay na ito 2. VISUAL: Hands backing off COPY: sa mga manok na maysakit 3. VISUAL: Hands look like dying bird COPY: Baka makahawa ka! 4. VISUAL: Hands under faucet COPY: Dapat maghugas ng kamay
Matapos manggaling sa manukan! 5. VISUAL: Hands fly away like birds COPY: para maiwasan ang pagkalat ng bird flu 6. VISUAL: Hands with pointing finger at audience Kaya, pag may nakitang mga manok na maysakit. COPY: agad i-report sa pinakamalapit na Barangay Captain o Beterinaryo 7. VISUAL: Hands holding each other COPY: Tandaan, nasa kamay natin ang ating kaligtasan 8. VISUAL: Hands clapping COPY: Kung walang bird flu, lahat happy!

28. RADIO AD
Radio Commercial Script #1: “Martsa” MEN: KALIWA, KANAN KALIWA KANAN KAMAY AY HUGASAN
MATAPOS MANGGALING SA MANUKAN CHORUS: BIRD FLU AY IWASAN KIDS: WASH YOUR HANDS WASH YOUR HANDS LAGING TANDAAN CHORUS: BIRD FLU AY IWASAN WOMEN: KALIWA, KANAN KALIWA, KANAN NASA KAMAY NATIN ANG KALIGTASAN STINGER: Agad i-report ang patay o may sakit na mga manok na pinakamalapit na Barangay Captain o Beterinaryo
Radio Commercial Script #2: “Expert” WOMAN: Hawak dito, hawak doon Himas dito, himas doon Bawat hawak mo sa mga manok na maysakit ay hawa dito, hawa doon bird flu dito, bird flu doon Kaya dapat maghugas ng kamay dito at maghugas ng kamay doon At ooops! pag may nakitang patay na manok dito o doon i-report agad Nasa kamay mo, kamay ko, kamay natin ang kaligtasan sa bird flu! STINGER: Agad i-report ang patay o may sakit na mga manok sa pinakamalapit na Barangay Captain o beterinaryo

29. TV AD

30. RESEARCH HIGHLIGHTS

31. RESEARCH HIGHLIGHTS
The respondents (poultry/ gamefowl owners/ caretakers) are usually left with their own devices in terms of diagnosis and cure for common bird illness. As such, the caretakers credit the poultry/ gamefowl farm owners with the CARE MANUAL used within the farm.
The veterinarian is usually called in during dire situations (i.e., when there is an outbreak, when the caretaker is not familiar with the symptoms presented, etc.)
The Filipino’s penchant for self-medication extends to how they treat their farm animals/pets. If the regular Pinoy relies on the drugstore clerk to recommend medication, the caretakers regard themselves and the poultry feed retailer to be the authority regarding infestation and cure.

32. RESEARCH HIGHLIGHTS
The sources of information on pests/ infestation and cure are:
Poultry/ feed retailer
Customized manual/ program/ chart developed by Owner and Veterinarian
Observed from years of experience
Seminars given by
Cooperatives i.e., MIPOLCO (Pampanga only)
Companies selling vaccines (Pampanga only)
USAID funded program (Non Muslim Gen San)

33. RESEARCH HIGHLIGHTS
Among all the areas, Pampanga seems to have the most professional and organized approach to caring for chicken. The presence of MIPOLCO in the area has helped in making the poultry farm owners/ caretakers more aware of
chicken pest/ infestation/ illness awareness
prevention
detection and
diseased chicken disposal practices.
Majority of the research participants have heard about the term BIRD FLU, they fear it but do not know what the cause, symptom, prevention and cure for the disease is.
Even the “professionally knowledgeable” Pampangueños are still in the dark as to what are the causes, symptoms and correct response to Bird Flu.

34. RESEARCH HIGHLIGHTS
Since the majority of the Non-Muslim respondents in General Santos were part of the pilot group on Bird Flu awareness, they are the most informed and vigilant about Bird Flu.
The major misconceptions about Bird Flu are:
It does not enter the country because of
the hotter climate in the country (vs. cold climates of China, etc.)
Filipinos are better at raising chicken because Filipinos clean cages, gives chicken baths and change drinking water everyday.
Philippines is cleaner than other countries
Filipinos are prayerful
Avian Influenza has always been in the Philippines but Filipinos are more “madiskarte” that’s why it does not go to the level of an outbreak
Even if you hold a chicken with Bird Flu it does not immediately follow that you would contract it –is dependent on each person’s resistance

35. RESEARCH HIGHLIGHTS
Areas where they prefer to see the materials posted are at the following areas:
Barangay Hall
Health Centers
Municipal Hall
Poultry farms
Cooperative’s office
Feed mills
Feed stores
Tiangge (Bacolod)
Palengke (General Santos)
Katayan ng manok (General Santos)
Malapit sa Mosque
For the Pampanga respondents, they are under the impression that seminars given by the companies are a lure to sell them vaccines.

36. RESEARCH HIGHLIGHTS
The respondents also admit to not watching much TV nor listen to the radio. If they do watch or listen they say it would have to be
Early evening news on either Channel 2 or 7
Noontime variety show (Wowowee or Eat Bulaga)
Sports oriented shows (Boxing match/ Wrestling)
Morning commentary
Local radio drama programs
The Pampangueños do not see the need to have the advertising materials translated into Kapampangan; for them materials in Tagalog are sufficient. As they have said, no Kapampangan will admit that his flock has been infested, they definitely will not want the ad to single out Pampanga as an area where infestation may occur.
For the people of Isabela, Bacolod and General Santos, advertising materials in their language would be the best so that they will be attracted and can the materials better.

37. CHOICE FOR MATERIALS

38. SUPER CHICKEN SEAL
This seal is chosen as the most preferred in almost all areas because of the play of colors in the banner like background AND the fact that the chicken is standing up and that it looks macho and healthy.

39. SUPER CHICKEN SEAL
In general the seal is liked because of the play of colors in the banner like background AND the fact that the chicken is standing up and that it looks macho and healthy.
Dislikes are based on the perception that the banner-like background makes the chicken look like a politician.
For the flag background, 2 of 6 Muslim Gen San respondents chose this logo as their most preferred.
This seal is chosen as the most preferred in Pampanga, Isabela, Bacolod and Non Muslim Gen San.
LIKES
DISLIKES
ON COLORS
“Mas masaya ang kulay!” (This has happier colors) - Pampanga
“Maganda na ang Bird Flu nakasulat sa pula kasi red means giyera na” (It is good that the word Bird Flu is written on the red portion because red means war) – Muslim Gen San
“Mas naka alerto kasi red agad ang una… babala na” (It shows that it is on alert because red is on top) – Non Muslim Gen San
ON STANDING UP
“Mas hindi nakakatakot kasi nakatayo ang manok, hindi na naglulugo” (This is not scary because the chicken is standing up and not sluggish) - Pampanga
“Parang si Pacquiao! Macho! Parang hindi tatablan ng sakit… masigla…” (Looks like Paquiao! Macho! Looks resistant to disease… healthy…) - Bacolod
“Ito hindi na kwago… manok na… manok na parang masaya at malusog” (This no longer looks like an owl because its is standing up) – Isabela
“Parang politiko… kasi may flag sa likod… pero sana ginawa na lang na Philippine flag para naman mas may nationalism” (Looks like a politician… because there is a flag as background… but they should have made it into a Philippine flag so that there is a sense of nationalism) – Muslim Gen San

40. POSTER/ PRINT AD MATERIAL
This is the preferred material in all the areas except for the Muslim Gen San group because the material was not scary and it was able to clearly state what they should do to avoid Bird Flu.

41. POSTER/ PRINT AD MATERIAL
This is the preferred material in Pampanga, Isabela, Bacolod and the
Non Muslim Gen San respondents who were not part of the pilot group.
This was preferred because the material was not scary and it was able to clearly state what they should do to avoid Bird Flu.
The respondents also recognize that this is like an advertisement for Safeguard. The respondents recognize that there may be some confusion as to who is behind the advertisement.
LIKES
DISLIKES
Tama lang ito! Ang safety nang buhay no nasa kalinisan mo… kahit naman hindi lang sa pag-aalaga ng manok basta’t malinis makakaiwas ka sa sakit… kapag nag hugas ka ng kamay, wala ka nang kasalanan! (This is just right! Your safety depends on how clean you are… not just in caring for chicken but cleanliness with self allows you to avoid illness… if you wash your hands, you are not guilty) - Pampanga
Pinapakita niya kung ano ang dapat gawin para maiwasan ang pagkalat ng Bird Flu (This shows what should be done to prevent the spread of Bird Flu) – Muslim Gen San
Parang promotion nang sabon na Safeguard… e paano kung ang sabon mo lang e detergent? (This is like a Safeguard soap ad… what if you only have detergent?) – Muslim Gen San
MESSAGE TAKE OUT
POSSIBLE ACTION
Preventive lang siya… paalala na panatilihing malinis ang sarili at paligid (This is just preventive… it rreminds you to be clean and to clean your surroundings) - Pampanga
Tama ang mensahe… kailangan talagang mag hugas ng kamay pagkatapos magpakain ng manok para makaiwas ang tao sa sakit (The message is correct… we really need to wash our hands after feeding the chicken so we can prevent getting sick) - Isabela
Magiging mas malinis… kung pwede nga mag alcohol pa! (We need to be clean, if we can use alcohol we should!) - Pampanga
Mas magiging aware na kailangan talaga maghugas ng kamay (We will be more aware for the need to wash our hands) - Isabela

42. POSTER/ PRINT AD MATERIAL
Only the Muslim Gen San respondents voted for this material.
They were however very determined to see this poster thru.
They liked this poster simply because this seems like a marching order for
everyone to be on their guard against Bird Flu.
In all other areas, the material is disliked because the visuals are of dead chicken which they find as scary – dead chicken means loss of livelihood for them.
The message was seen to be, literally alarming.
The material will make them care for the chicken in their care and possibly administer vitamin to boost the chicken’s resistance BUT NOT to keep their hands off from sick chicken BUT they would use plastic to cover their hands
MESSAGE TAKE OUT
POSSIBLE ACTION
“Meron nang nagkasakit! Nakaka-alarma!” (There are afflicted chicken already! It is alarming!) - Pampanga
“Nandito na ang sakit na Bird Flu… matatakot ka na…”(Bird Flu is here… it is scary) - Isabela
“Agad tumawag ng Vet o i-report agad sa barangay ang may sakit na manok” (Immediately call a Vet or report a sick chicken to the Barangay) - Isabela
“Kailangan pa rin hawakan namin ang manok maglagay na lang ng plastic sa kamay” (You still need to hold the chicken, you probably just need to cover your hands with plastic) –Pampanga, Muslim Gen San
“Ikukulong mo na ang mga manok mo para hindi mahawa, bigyan na ng Vetracin at malinis na inumin” (Keep the chicken in a cage so that they will not get the disease, give Vetracin and clean drinking water) - Isabela
LIKES
DISLIKES
“Alerto! Maganda kasi nanghihikayat siya na labanan ang Bird Flu… parang ‘Mga kawal, alerto!” (Alert! It is good because it motivates you to fight Bird Flu… its like ‘Soldiers, alert!”) – Muslim Gen San
“Hindi maganda kasi namatay na ang mga manok! Nakakatakot!” (This is not good because the chicken are dead! It is scary!) - Pampanga
“Mamamatay na… talo na!” (The chicken are dying… what a loss!) - Bacolod

43. On Poster content in General
ON THE CALL TO ACTION
Some respondents noted that from afar the call to action line could not be read. They suggest a bigger call to action line
Agad i-report ang patay o may sakit na mga manok sa pinakamalapit na Barangay Captain o beterinaryo
The singling out of the Barangay Captain was seen as slightly off in some areas
For ISABELA – they ask what happens if the Barangay Captain is not around?
For BACOLOD – the Barangay Captain himself (who was present during the session) admitted that he does not know what to tell the person who would come to him and report
For MUSLIM GEN SAN – they found it funny that they have to report dead or sick chicken to their Barangay Official as they kill chicken for food practically everyday in the area
For NON MUSLIM GEN SAN - they know that there are issue champions among the Barangay Officials and Bird Flu is not championed by their Captain

44. COLORING BOOK COVER
This is the preferred material in almost all areas because the diamond shape resembles the logo of Superman. It is believed that kids love super heroes.

45. COLORING BOOK COVER OPTION LIKES DISLIKES
Bagay sa bata kasi para siyang si Superman! (This is really for children because it looks like Superman)- Pampanga
The best sa bata kasi parang super hero ang dating (This is the best for children because it looks like that of a Super hero) – Gen San
Malaki ang mata… matatakot ang mga bata (The eyes are too big, it would scare the kids) - Isabela
Hindi kita ang buong katawan… hindi kita na healthy (You can’t see the whole body… you can’t see that it is healthy) - Bacolod
Parang sa commercial ang dating… mnaganda kasi naka uniform pa siya (It looks like a material for a commercial… it looks good because of the uniform) – Isabela
Pang politico ang dating (It looks like a politician) –Muslim Gen San
Maaliwalas! Parang ligtas na ang anak mo… alam na niyang may bawal (Your child will easily recognize that it is not allowed) - Bacolod
Mas madali maintindihan na bawal ang Bird Flu (It is easier to understand that Bird Flu is not allowed) – Non Muslim Gen San
Nakakatakot kasi may sign ng babala (It is scary because it has a warning sign) - Isabela
Maganda yan kung sa matanda, pero hindi sa bata (It is ok for older people but nor for kids) – Muslim Gen San
This is the preferred material in almost all areas except for Isabela because the diamond shape resembles the logo of Superman. It is believed that kids love super heroes.
This was appreciated because of the flag like background that makes the cover colorful.
The respondents recognize that this cover conveys that Bird Flu is not allowed in the area. Although the message is clear, it was voted out because kids are believed to not be attracted to messages but with visuals

46. COLORING BOOK STORY LINE
Avian Influenza – Coloring Book/Comic Script #1: “Super Chicken”
TITLE: SUPER TIPS NI SUPER CHICKEN LABAN SA BIRD FLU 1. AKO SI SUPER CHICKEN NANDITO AKO PARA TULUNGAN KO KAYONG LABANAN ANG BIRD FLU 2. UNA, HUWAG HALUAN NG MANOK NA MAY SAKIT ANG INYONG MGA MANOK 3. PANGALAWA, PANATILIHING MALINIS ANG KULUNGAN NG MGA MANOK 4. PANGATLO, IWASANG HAWAKAN ANG MGA MANOK NA MAYSAKIT PARA MAIWASAN ANG PAGKALAT NG SAKIT 5. PANG-APAT, LAGING MAGHUGAS NG KAMAY PAGKATAPOS MANGGALING SA MANUKAN PANGLIMA, IREPORT AGAD SA PUNONG BARANGAY O BETERINARYO KAPAG MAY NAKITANG MAHINA O MAY SAKIT NA MGA MANOK 7. TANDAAN, NASA KAMAY NATIN ANG KALIGTASAN LABAN SA BIRD FLU
Avian Influenza – Coloring Book/Comic Script #2: “Kamay” TITLE: NASA KAMAY MO ANG KALIGTASAN SA BIRD FLU 1. VISUAL: Two hands COPY: Bawal humawak ang mga kamay na ito 2. VISUAL: Hands backing off COPY: sa mga manok na maysakit 3. VISUAL: Hands look like dying bird COPY: Baka makahawa ka! 4. VISUAL: Hands under faucet COPY: Dapat maghugas ng kamay
Matapos manggaling sa manukan! 5. VISUAL: Hands fly away like birds COPY: para maiwasan ang pagkalat ng bird flu 6. VISUAL: Hands with pointing finger at audience Kaya, pag may nakitang mga manok na maysakit. COPY: agad i-report sa pinakamalapit na Barangay Captain o Beterinaryo 7. VISUAL: Hands holding each other COPY: Tandaan, nasa kamay natin ang ating kaligtasan 8. VISUAL: Hands clapping COPY: Kung walang bird flu, lahat happy!
This is the preferred material in all areas because it gives them clear instruction on how to prevent the outbreak of Bird Flu.
Suggestion include adding more tips and the line
– “Kung walang bird flu, lahat happy!”

47. COLORING BOOK STORY LINE
OPTION
LIKES
DISLIKES
7 TIPS
Maganda kasi lahat na ng information na kailangan mo nakasulat na! (This is good because all the needed information is here)- Pampanga
Tinuturuan ka para maiwasan ang Bird Flu (You are taught how to avoid Bird Flu) - Bacolod
Complete na ang information (Information is complete) – Muslim Gen San
Pwedeng gawing tula ng mga bata (This could be made into) – Non Muslim Gen San
Magdagdag ng iba pang tips (see next slide for suggested tips) (It would be good to add other tips) – Pampanga, Isabela
Dapat i-dagdag ang mga symptoms (They should include the symptoms) - Bacolod
KAMAY
Maganda yung “Para lahat happy” (We like the “Para lahat happy”) – All areas
Parang Bird Flu lang talaga ang sinasabi…! (It is just for Bird Flu and nothing else!) - Pampanga
This is the preferred material in all areas because it gives them clear instruction on how to prevent the outbreak of Bird Flu.
To further improve the content however, the respondents gave other suggested tips to be included in the coloring book (please see next slide for the tips)
This was appreciated because of the last line – “Kung walang bird flu, lahat happy!”

48. Other Suggested Tips: PAMPANGA
Huwag ihalo ang ligaw na manok sa alagang manok
(Do not allow stray chicken near the poultry)
Hindi pwedeng pumasok sa kulungan ang ibang tao na hindi naman nag-aalaga ng manok
(Do not allow other people, those who are not involved in caring for the chicken near the cages)
Huwag hayaan lumapit ang ibang hayop sa manukan
(Do not allow other animals near the poultry)
ISABELA
Ang sisiw ilayo sa inahin kung may sakit
(Take away the chicks from the sick hen)
Lagyan ng gamot ang inumin
(Place medicines into the drinking water)
Panatilihing malinis ang inumin ng manok
(Always keep the drinking water clean)
MUSLIM GENERAL SANTOS
Huwag mag-alaga ng banyagang hayop
(Do not keep foreign/ exotic animals)
Huwag kainin ang mga may sakit na manok; ilibing agad
(Do not eat sick chicken; bury it immediately)
Gumamit ng disinfectant sa paglinis ng mga kulungan
(Use disinfectants when cleaning the cages)

49. RADIO AD
Avian Influenza – Radio Commercial Script #1: “Martsa”
MEN: KALIWA, KANAN KALIWA KANAN KAMAY AY HUGASAN
MATAPOS MANGGALING SA MANUKAN CHORUS: BIRD FLU AY IWASAN KIDS: WASH YOUR HANDS WASH YOUR HANDS LAGING TANDAAN CHORUS: BIRD FLU AY IWASAN WOMEN: KALIWA, KANAN KALIWA, KANAN NASA KAMAY NATIN ANG KALIGTASAN STINGER: Agad i-report ang patay o may sakit na mga manok sa pinakamalapit na Barangay Captain o Beterinaryo
Avian Influenza – Radio Commercial Script #2: “Expert” WOMAN: Hawak dito, hawak doon Himas dito, himas doon Bawat hawak mo sa mga manok na maysakit ay hawa dito, hawa doon bird flu dito, bird flu doon Kaya dapat maghugas ng kamay dito at maghugas ng kamay doon At ooops! pag may nakitang patay na manok dito o doon i-report agad Nasa kamay mo, kamay ko, kamay natin ang kaligtasan sa bird flu! STINGER: Agad i-report ang patay
o may sakit na mga manok sa pinakamalapit na Barangay Captain o beterinaryo
This is the preferred material by almost all areas because the ad had a sing song beat and was very clear on what they need to do to keep themselves safe – wash their hands and keep their hands off sick chicken.

50. RADIO AD (Expert)
This is the preferred material by almost all areas because the ad had a sing song beat and was very clear on what they need to do to keep themselves safe – wash their hands and keep their hands off sick chicken.
The Muslim Gen San respondents noted that some of the ad’s lines have double meaning – that it could mean touching your wife and another woman instead of just touching chicken.
LIKES
DISLIKES
Madaling maintindihan… malinaw ang mensahe (Easy to understand… the message is clear) - Pampanga
Madaling tandaan kasi merong folk song na ganyan ang sinsabi - apros ditoy, apros idiay (Himas dito, himas duon) (Easy to recall because there is a folk song that has the same lyrics – touch here, touch there) - Isabela
Sayang naman ang manok kung bawal kainin at ibababon o susunugin na lang (It would be a waste not to eat the chicken and just bury or burn it) - Isabela
Hindi ito nakakatawa (I do not find it funny) - Bacolod
Hindi maganda kasi double meaning, sa bata walang ibig sabihin pero alam mo naman tayong matanda, madumi ang isip (I do not like it because it has double meaning, for kids it would not mean a thing but for old people with dirty minds that means another thing – Muslim Gen San
MESSAGE TAKE OUT
POSSIBLE ACTION
Huwag hawakan ang may sakit na mga manok para maiwasan ang mga sakit (Do not touch the sick chicken to prevent getting its disease) - Bacolod
Maghuhugas na lagi ng kamay (Wash your hands frequently) – All

51. TV AD
This is the preferred material by almost all areas because the ad is entertaining and easy to understand.
The ad has a clear message – the caretaker has the power to prevent Bird Flu from spreading.
The action required is also clear - stay away from sick chicken and the need to report sick chicken to authorities.

52. TV AD (San Pedro)
This is the preferred material by almost all areas, except for Bacolod, because the ad is entertaining and easy to understand.
The only dislike about this ad is showing the dead chicken.
The ad has a clear message – the caretaker has the power to prevent Bird Flu from spreading.
The action required is also clear - stay away from sick chicken and the need to report sick chicken to authorities.
LIKES
DISLIKES
Maganda kasi may aral… na madaling maintindihan… nakikita mo kasi na para sa alagang manok ang commercial (It is good because it has a lesson, it is easy to understand… you can see that the commercial is really for chicken)- Pampanga
Maganda kasi maiwanag ang sinasabi (It is good because the message is clear) - Isabela
Madaling maintindihan ang kwento kahit na matanda o bata…(The story is easy to understand whether you are young or old) – Muslim Gen San
Nakakaawa kasi patay na ang mga manok (It is a pity to see dead chicken in an ad) - Bacolod
MESSAGE TAKE OUT
POSSIBLE ACTION
Nasa tao talaga ang pag-iingat para hindi magkasakit ang manok (It is really up to the people to prevent the disease from spreading) - Pampanga
Kapag hindi nalabanan lahat tayo delikado (If we could not fight it we are all in danger) - Bacolod
Kung may sakit ang tao huwag nang mag punta sa manukan (If a person is sick he should not go near the poultry) - Pampanga
Ihiwalay ang manok na may sakit (Separate sick chicken) - Isabela
Dapat ipa-alam sa authority ang nangyari sa manok para malabanan ang sakit (You should report what happens to your poultry) – Bacolod

53. MESSAGE TAKE OUT/ POSSIBLE ACTION
TV AD (Hands)
This is the preferred material in Bacolod because it talks about washing hands to prevent disease.
The dislikes about this ad is that it does not seem to be focused on Bird Flu, but on hand washing as a preventive measure against all diseases.
The ad has a clear message – everyone has to wash their hands.
LIKES
DISLIKES
Madali intindihin na kailangan maghugas ng kamay (It is easy to understand that we need to wash our hands) - Bacolod
Simple! Kakaiba! (Simple! Unique!) - Pampanga
Talaga namang kailangan natin iligtas ang sarili natin… ang paghugas nga ng kamay pwede para sa kahit na anong bagay/ sakit (We really need to save ourselves… washing our hands will protect us from all illness) – Muslim Gen San
Parang pangkalahatan… pinag huhugas ng kamay ang lahat (This is a general ad… asking us to wash our hands) - Pampanga
Mahirap intindihin na para pala yan sa nag-aalaga ng manok (It is dificult to find its connection to the chicken) - Pampanga
Puro kamay ang pinakikita (You can’t see anything but hands) – Isabela
MESSAGE TAKE OUT/ POSSIBLE ACTION
Kailangang maghugas ng kamay ang lahat (We need to wash our hands)-Pampanga
Malinis dapat ang mga kamay (Hands are supposed to be always clean) - Bacolod

54. SUMMARY OF MATERIALS FOR FINALIZATION

55. Campaign Seal

56. Poster / Print Ad

57. Billboard

58. Bumper Sticker

59. Comic Book
SCRIPT #1: SUPER TIPS NI SUPER CHICKEN LABAN SA BIRD FLU 1. AKO SI SUPER CHICKEN NANDITO AKO PARA TULUNGAN KO KAYONG LABANAN ANG BIRD FLU 2. UNA, PANATILIHING MALINIS ANG KULUNGAN NG MGA MANOK
3. PANGALAWA, IHIWALAY ANG MANOK NA MAY SAKIT
4. PANGATLO, HUWAG ISAMA ANG MGA IBONG GALA O IBANG HAYOP SA MANUKAN
5. PANG-APAT, IWASANG HAWAKAN ANG MGA MANOK NA MAYSAKIT PARA MAIWASAN ANG PAGKALAT NG SAKIT. GUMAMIT NG GWANTES KUNG KINAKAILANGAN PANG-LIMA, LAGING MAGHUGAS NG KAMAY PAGKATAPOS MANGGALING SA MANUKAN PANG-ANIM, IREPORT AGAD SA PUNONG BARANGAY O BETERINARYO KAPAG MAY NAKITANG MAHINA O MAY SAKIT NA MGA MANOK 8. TANDAAN, NASA KAMAY NATIN ANG KALIGTASAN LABAN SA BIRD FLU
KUNG WALANG BIRD FLU, LAHAT HAPPY

60. Comic Book

61. Comic Book

62. Radio Commercial Radio Commercial: Pampanga - Tagalog
Radio Commercial Script #2: “Expert” WOMAN: Hawak dito, hawak doon Himas dito, himas doon Bawat hawak mo sa mga manok na maysakit ay hawa dito, hawa doon bird flu dito, bird flu doon Kaya dapat maghugas ng kamay dito at maghugas ng kamay doon At ooops! pag may nakitang patay na manok dito o doon i-report agad Nasa kamay mo, kamay ko, kamay natin ang kaligtasan sa bird flu! STINGER: Agad i-report ang patay o may sakit na mga manok sa pinakamalapit na Barangay Captain o beterinaryo
Radio Commercial:
Pampanga - Tagalog
Isabela Ilocano
La Carlota - Ilonggo
Gen. Santos - Cebuano

63. TVC

64. TVC