THE ROLE OF

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THE ROLE OF COMMUNICATION ON THE FIGHT
AGAINST AVIAN INFLUENZA -TURKEYS EXPERIENCE-
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CHRONOLOGY OF OUTBREAKS
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MANYAS OUTBREAK2005

• In 2005 Lake Manyas became the first place in
  which Avian Influenza was observed in Turkey.
• Avian Influenza was a disease that Turkey had not
  confronted before. Human fatalities in other
  countries from Avian Influenza caused fear and
  anxiety in Turkey.

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MANYAS SUCESS

• The first stage in the struggle of Turkey with
  Avian Influenza was successfully handled.
• However, the second stage was more difficult, and
  pointed out the need for better communication.

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IGDIR OUTBREAK- 2006

• A widespread AI outbreak occurred in Igdir on
  January 2006 in Turkey.
• H5N1 virus was confirmed in 58 of Turkeys 81
  provinces

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OUTBREAKS IN 2006

• 201 Backyard poultry outbreaks
• 30 Wild Birds outbreks

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• ATTITUDE OF MEDIA AFTER DEATHS TRIGGERED
  THE PANIC

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Marifet Kocyigit, who lost three children to
bird flu this week, mourns over the grave of her
son Muhammet in Dogubayazit. (By Murad Sezer --
Associated Press) .
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MEDIA ATTITUDE
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RESPONSIBLE JOURNALISM

• Responsible
• Journalism .

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AWARENESS ON NEED OF COMMUNICATION

• After the fatalities, Turkey immediately launched
  a professional public information campaign,
  including television spots and a 24-hour hotline,
  billboards, posters, brochures with the help of
  the private sector.
• Government web sites became an important source
  of current information, with daily postings of
  alerts and clinical management information for
  health practitioners.

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PANIC MANAGMENT

• Turkey understood the necessity of Panic
  Management. Panic management was achieved through
  establishment of trust.

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COMMUNICATION WORKING GROUP

• STAKEHOLDERS

• Ministry of Agriculture
• Ministry of Health
• Ministry of Environment
• Ministry of National Education
• NGOs
• World Bank
• EU
• FAO
• UNICEF

• Private Sector
• Nature foundations,
• White Meat Industrialists and Breeders
  Association
• Turkish Egg Producers Association

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COMMUNICATION STRATEGY DOCUMENT BY COMMUNICATION
WORKING GROUP

• Lessons Learned
• Avoid panic! 
• Provide timely, accurate information
• Importance of Public Awareness
• Determine Target Audiences
• Social and political support essential
• Clarify mandates of different Ministries (who
  speaks, consistent messages)
• Become content provider for everyone involved
• Have pre-prepared materials in place 
• Provide guidiance to press

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YEAR 2007
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YEAR 2008
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PREPAREDNESS ACTIVITIES

• Real Scale Simulation Exercises
• On going Training Activities
• International AI Conference
• On going SCWG Meetings

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HOTLINE SABIM
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WEB - PORTAL
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PILOT ACTIVITIES

• WB USAID 5 pilot projects
• 1) Mobile Information Kiosks in Rural Markets
• 2) Monitoring Spent Hen Trade
• 3) Risk Reduction in Backyard Poultry
• 4) Improving Risk Perception for Bio-Security for
  Small And Medium Scale Egg and Broiler
  Enterprises
• 5) Avian Influenza Awareness for Users of
  Wetlands.

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1)Information Kiosks in Rural Markets
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PUBLIC AWARENESS CAMPAIGN 2008

• COMMUNICATION MATERIALS

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PRODUCTION OF COMMUNICATION MATERIALS
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LOGO
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MAIN SLOGAN
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POSTERS

• TARGET AUDIENCE
• HUNTERS / PRE AI
• CHILDREN/ PRE AI
• WOMEN / PRE AI
• BROILERS AND SCE/ PRE AI
• RURAL POPULATION / PRE AI
• RURAL POPULATION/ DURING AI
•  

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SMALL AND MEDIUM SCALE EGG AND BROILER ENTERPRICES
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FARMERS- RURAL
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FARMERS
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CHILDREN
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HUNTERS
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WOMEN
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BROCHURES

• TARGET AUDIENCE
• HUNTERS / PRE AI
• CHILDREN/ PRE AI
• WOMEN / PRE AI
• BROILERS AND SCE/ PRE AI
• RURAL POPULATION / PRE AI
• RURAL POPULATION/ DURING AI
•  

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FARMERS
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SMALL AND MEDIUM ENTERPRISES
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CHILDREN / WOMEN
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HUNTERS
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SPOT FILMS

• TARGET AUDIENCE
• WOMEN- PRE AI
• CHILDREN- PRE AI
• RURAL POPULATION- PRE AI
• HUNTERS- PRE AI
• RURAL POPULATION- PRE AI
• RURAL GENERAL AUDIENCE DURING AI
• RURAL -GENERAL AUDIENCE DURING AI
• GENERAL AUDIENCE POST AI
• GENERAL AUDIENCE- POST AI

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DOCUMENTARY

• A documentary to show combat of Turkey against
  Avian Influenza was prepared.
• The benefit expected from such documentary is to
  recall the experiences of Turkey since the
  emergence of Avian Influenza, to get opinions of
  scientists, to use documents so as to show the
  magnitude of the danger and to produce an
  efficent document to ensure the following by
  especially individuals under risk.
• To learn the methods and ways so as to (i)
  prevent spread of the disase in animals, (ii)
  prevent human cases.

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MEDIA KIT

• To be distributed to members of Media, 1
  Guideline for Journalists on Avian Influenza, 1
  Archive Images CD (ready made images for
  journalists to prevent use of images from old
  pandemics), copies of spot films and documentary,
  handbag, blocknote and pen with the logo have
  been prepared.

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GUIDELINE FOR JOURNALISTS
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AI COMMUNICATION CAMPAIGN LAUNCH

• Cooperation with Ankara University Communications
  Faculty.
• Deputy Undersecretary attended.
• Protocol was signed.
• Popular journalist gave a speech on Media Ethics.
• Asiklar- Song

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Present AI Situation

• The country has declared itself free from HPAI as
  from 14 July 2008

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CURRENT SITUATION

• MOH leads communication efforts for response to
  the H1N1 pandemic.
• Rapid response in terms of communications
  (posters, brochures, tv, radio)
• Pre-prepared materials for AI and other diseases

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Ministry of Health Website