Effective communication: the key to efficient HPAI prevention and control

The current Highly Pathogenic Avian Influenza (HPAI) crisis, involving the H5N1 subtype, has developed quickly and has overwhelmed the human resource capacity of both international agencies and national governments in many affected countries. It has been recognized that the best way of preventing the emergence of a pandemic influenza virus of avian origin is to control the virus at source. The H5N1 subtype is now endemic in a number of countries and it has become clear that its control and eventual eradication will require a medium to long-term strategy involving multiple stakeholders. A common understanding of the problem and effective education and communication components are important elements of the control strategy. This paper reviews the challenges involved with the development of effective communication materials and methodologies for the wide range of partners involved in the prevention and control of HPAI, the communication lessons learnt to date and makes recommendations for improving the effectiveness and efficiency of communication activities in the future.