1. Avian-Human Influenza Communication Avian-Human Influenza Communication Is there a need to advocate to the political and civil elites? Mario Bravo, EXTCD

2. decision makers need to be aware: decision makers need to be aware: (1) that the AHI strategic communications process moves along epidemiological phases, across sectors and administrative levels. that the communication component involves: awareness-raising, behavior- change, mobilization of community resources, fostering grass-root support, dissemination of the public sectors response, creating and channeling demands for products and services, institutional modernization, and sectoral reforms. that while we are dealing with emergency preparedness, avian-influenza has become endemic in many places, and programs must address ways to educate populations on how to live with it. that although the communication component is one of three program pillars, there is no easily identifiable counterpart to design, implement and be accountable for these activities.

3. decision makers need to ensure: decision makers need to ensure: (2) that political engagement depends on building trust and credibility. This means explaining possible scenarios; coaching select spokespersons across sectors; allocating budgets and addressing the legal, ethical, and technical considerations. that the private sector pro-actively promotes safe consumption and branding of products, including bio-safety and bio-security. This participation might come at a cost (market reforms, compensations, subsidies, etc.). that media organizations become partners in the response and receive training and access to tools for professional reporting and agenda setting. that more innovative ICT technologies are considered for community-based surveillance; rapid-reporting and rapid-response; feedback and social engagement from the field.

4. decision makers need to: decision makers need to: (3) help resolve issues of compensation, vaccines, and incentives for reporting. There is no consensus on these topics. publicize the public sector response only when products and services are readily available, not before. agree that the response has to concentrate efforts and target resources to the root of the problem (animal health), while starting to promote a one health approach. turn the first outbreaks into learning opportunities.

5. in synthesis, theres a need to respond to pending communication issues: in synthesis, theres a need to respond to pending communication issues: (4) Communications is a process across phases, sectors and administrative levels, demanding institutional arrangements. As we all work on an emergency response, the situation is becoming endemic and a one health approach is needed. Private sector and media organizations are partners--not tools. ICT can contribute to social engagement, monitoring and surveillance. Compensation, vaccine supply and incentives need to be sustainable. Outbreaks are not sources of social unrest, but learning opportunities. Strategic communications is a project component and transcends informational activities.