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The Communication Initiative
After nearly 28 years, The Communication Initiative (The CI) Global is entering a new chapter. Following a period of transition, the global website has been transferred to the University of the Witwatersrand (Wits) in South Africa, where it will be administered by the Social and Behaviour Change Communication Division. Wits' commitment to social change and justice makes it a trusted steward for The CI's legacy and future.
 
Co-founder Victoria Martin is pleased to see this work continue under Wits' leadership. Victoria knows that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction.
 
We honour the team and partners who sustained The CI for decades. Meanwhile, La Iniciativa de Comunicación (CILA) continues independently at cila.comminitcila.com and is linked with The CI Global site.
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Making Preparation Count: Lessons from the Avian Influenza Outbreak in Turkey

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Affiliation
World Health Organization (WHO) Europe
Summary

This report examines the factors that contributed to the first avian influenza deaths recorded outside of eastern Asia. In December 2005, 3 siblings in eastern Turkey died as a result of close contact with chickens infected with bird flu. Their deaths signified the arrival of avian flu in Europe, triggering a national and international response to step up preparations for a possible pandemic.

The report is based on press releases, reports and newspaper articles from the major agencies involved and interviews with key health workers who treated affected people, communicated with the public and oversaw the outbreak response.

The report includes an update on the global and European avian influenza situation, and provides 5 questions for public heath agencies and policy-makers to examine regarding national and international preparedness. The questions include:

  • Why prepare for a pandemic now?
  • How to prepare for a pandemic?
  • How can preparation for tomorrow’s influenza pandemic be used to strengthen today’s public health systems?
  • How can international agencies be most helpful?
  • What is the best way to communicate with key stakeholders?

In response to question 5, the report states that outbreak communication can be divided into four major challenges: building and maintaining trust; dealing with the demands of the international media; communicating among the international agencies involved; and mobilising the population (social mobilisation). According to the report, The Turkish Ministry of Health did an excellent job of gaining and keeping public confidence during the outbreak. Massive media coverage also increased awareness and helped generate a high level of global support for avian influenza surveillance, control and pandemic preparedness.

The report includes a list of 9 lessons learned from Turkey’s experience with avian influenza:

  • Lesson 1: The time to act is now.
  • Lesson 2: Planning should take place at multiple levels.
  • Lesson 3: Strengthening working relationships between health and veterinary sectors is essential.
  • Lesson 4: Plans need to be tested; the devil is in the details.
  • Lesson 5: Pandemic preparedness can strengthen health systems.
  • Lesson 6: Cross-border coordination is the only possible way to control viruses.
  • Lesson 7: Good communications are key to effective outbreak control.
  • Lesson 8: “Boundary spanners,” particularly the WHO country offices, play a critical role.
  • Lesson 9: Attention to equity pays off.

The report concludes by advising that now, before the onset of a pandemic, is the best time for international collaboration on avian flu and pandemic preparedness.

Web link
to download the report in PDF format.
Source

WHO Europe website