Avian Influenza Behavior Change and Communication Support Activity in Vietnam

Social Marketing Campaign to Change Behavior Related to the Handling of Poultry.

Background
Avian influenza (AI) is a highly contagious and sometimes fatal virus that originates in birds, but is easily passed to humans. It is difficult to control as it circulates among wild birds and causes outbreaks along their migratory pathways. In 2003, AI broke out in Southeast Asia, rapidly spreading around world to create a global health pandemic. Vietnam is one of the worst countries affected, with AI mostly concentrated around the Northern provinces by the Red River Delta and the Mekong Delta Region in the South. At the peak of the flu pandemic in 2004, 60% of Vietnamese towns and 57 of the country’s 64 provinces had reported outbreaks. Over 6 million poultry have since been culled in a country where eight million out of a total of 11 million households rely on poultry production. The most recent AI fatality reported occurred on March 14, 2008, raising AI fatalities in Vietnam to 53 out of a total of 106 confirmed cases of infection.

AED led the campaign with funding from USAID. 2006-mid 2009.

Research
AED used the following research methods for this program: participatory action research, KAP surveys, focus group discussions, behavioral analysis, careful audience segmentation, as well as pre-testing messages and materials. Monitoring and evaluation strategies will continue throughout the program to assess the project’s progress. The main form of qualitative research completed were interviews with farmers from three representative villages in the north (Hai Duong, Thai Binh, Nam Dinh, and three in the south (Tra Vinh, Hua Giang, Bac Lieu).
These interviews gathered information on:

daily (hourly) schedule of typical working day
the process of finding and choosing breeders, raising new ducks and what behavior is typically involved
where farmers receive their information/education on duck farming
the level of awareness of vaccinations and its importance
how farmers choose what to feed their ducklings and the reasons for free ranging
AI awareness and perception
regular poultry handing practices

Consumer Mindset
Research revealed the following determinants of behavior:


Northern farmers are aware of the need in fencing ducks to prevent infection. (Contemplation), however southern farmers do not think of fencing or believe there is a risk of infection in long distance free ranging (Pre-contemplation)
All farmers practice and believe in the importance of vaccinating their flock. Some farmers, especially those in the South, use lower dosages from fears that high dosages will kill young ducks. This leads to false assurances about the health of their ducks and therefore, they don’t follow such safety tactics as wearing gloves/boots/masks regularly when cleaning ducks or making meat.
Farmers do not follow safety caution when dealing with sick ducks, but simply bury dead ducks in the garden. There is a fear among all farmers that burning the carcass will alert others to illness on the farm, thus hurting their reputation and making it harder to sell products (Social Norms).
Farmers are aware of the potential costs if their flock contracts AI, but they are not proactive in finding out more information and simply accept the consequences if it happens.
Farmers do not trust credibility in local authorities and vets. They prefer to home treat their ducks by their own remedies before contacting a vet.

Audience Segmentation
The primary target audience consists of family back-yard farmers in rural and remote areas, who are then further segmented into North Vietnam and South Vietnam farmers, as poultry raising/farming practices vary by region due to weather and farming conditions. The secondary audience includes small scale poultry producers, consumers of poultry, health care workers, veterinary staff, and communities living in AI endemic areas.

Objectives


To increase awareness among the key audiences of high-risk behaviors for contracting AI
To learn and practice practical preventive measures
Washing hands
Wearing masks, gloves, changing clothes
Separating newly bought poultry from the old
To learn how to address cases of AI in animals and humans

Marketing Mix
Product – Practice: to promote behavior change in the adoption of washing hands, changing clothes, and separating newly bought poultry from the old
Price


Monetary cost in caging poultry instead of allowing the birds to roam to find their own feed. Many farmers free-range because they can’t afford to buy food for poultry (50-70% of total food costs).
Energy in changing clothes, washing hands, separating poultry
Reputation – “farmers value their community spirit. They care about how others in the village look at them and often work towards a good reputation” (AED). Thus, the campaign stresses collective responsibility on the individual level. If one person follows the campaign’s rules or guidelines, then that person will not get sick, but this also benefits the entire community: if a flock gets infected, it will not only destroy an individual farmer’s birds, but there is a high chance that it will also infect all the birds in the village. This puts everybody in the community at risk of succumbing to the virus.
Place – Within rural villages and communities where community workers go to talk to the farmers and answer questions directly. Also, through trained health officials (vets and health workers) who travel and visit rural communities and through various promotional areas, such as radios and television, and posters/ flyers distributed and posted in villages and high risk provinces
Promotion – A combination of advertising, public relations, community-based communications, and interpersonal communication strategies were used. This included print, mass media, PR Advocacy in trained staff visiting villages to hold community or group discussions and multi-day workshops, and organizational and community outlets such as the workplace, schools, community and village level meetings, and affinity groups (women’s unions, farmer groups, health associations, etc.). Community-based workers were also trained to offer interpersonal communications and conduct community awareness programs. This included farmer education by extension agents and veterinary staff, patient counseling by clinic health workers, peer education (farmer-to-farmer, vendor-to-vendor), and informal discussion (vendor-to-consumer, neighbor-to-neighbor).

Social Marketing Yes, this is social marketing because it focuses on behavior change at the core of the program. The behavior is observable, specific, and feasible, and there is a direct link to desired improved outcome. The program identifies determinants of behavior and perceived barriers and considers the Marketing Mix. However, one major weakness in the program is that it does not really address the second P of the Marketing Mix, or price. It needs to emphasize the benefits to the farmers, and suggest an exchange in performing these behaviors. There is no incentive for the farmers to change their behavior or ways to offset the monetary costs incurred in such practices as caging poultry instead of free-ranging.

More Information


http://www.comminit.com/en/node/131755
http://avianflu.aed.org/docs/AI_SEAprojectinfo.pdf