Guidelines for developing behavioural change interventions in the context of avian influenza
AbstractAs reported cases of avian influenza (AI) among humans continue to rise, the threat to human health becomes increasingly real, leading to greater public concern. It is evident that public awareness initiatives alone are not producing the desired results. To influence behavior change effectively, the interrelations between poultry and humans that have been established over a long period needs to be acknowledged. AI prevention and control efforts should therefore be mindful of the social, cultural and behavioural factors that are likely to hinder or promote prevention efforts at the community level. The guidelines identify strategic actions and tools required to address predisposing, enabling and reinforcing factors related behavioural change. The actions required to facilitate behavioural change at national and community levels include situational analysis on social and behavioural aspects, communication for behavior change, policy coherence and monitoring and evaluation. The guidelines emphasize collective intersectoral action through public-private partnerships, the involvement of all government sectors and civil society, individuals and communities. Ultimately, the success of BCI depends on the implementation of multifaceted actions at multiple levels by various players and with the community as a major player.
World Health Organization, Regional Office for South-East Asia. (2008). Guidelines for developing behavioural change interventions in the context of avian influenza. WHO Regional Office for South-East Asia. http://www.who.int/iris/handle/10665/205156