In April 2007, Ghana experienced an outbreak of avian influenza in one region, and it quickly spread to two other regions. USAID's behaviour change and communication project, AI.COMM, managed by AED, developed and implemented an emergency, short-term communications response to these outbreaks. The campaign was comprised of mass media, village theatre, and social mobilization activities. Led by veterinarian services and working with nongovernmental organizations, government partners, and the private sector, the rapid response worked to contain the virus and to prevent its spread to other regions.
As part of the rapid response, AI.COMM worked with EXP Momentum to stage community road show performances. The community theater events were conducted in regions where an AI outbreak had occurred and in key transportation regions. The activities reached the general public, consumers of poultry, poultry vendors, and backyard and commercial farmers with key AI prevention and reporting messages. In total, the 48 events reached an estimated 23,450 people. AI.COMM also conducted research at the activations to measure recall and retention of key messages. The final research results are expected in December 2007.
Read more stories like these in the AI.COMMuniqué
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