1. Social mobilization and One Health:
collaboration between local, national,
and international partners
Presented at the 1st International One Health Congress, Melbourne, 14-16th February 2011
st th
Asiya Odugleh-Kolev, Project Lead, Social Mobilization/COMBI, Global Alert and
Response Department, WHO Geneva
Anthony Burnett, Advocacy and Communication Coordinator, FAO Rome
Ben Hickler, Assistant Professor, Department of Environmental and Population
Health, Tufts University
FAO Risk Communication Seminar, 14 April 2011

2. Direct economic impact, selected infectious
disease outbreaks, 1990-2003
FAO Risk Communication Seminar, 14 April 2011

3. FAO/F. Jufri
FAO Risk Communication Seminar, 14 April 2011

4. FAO/S. Dokubo
FAO Risk Communication Seminar, 14 April 2011

5. FAO/R. Zakaria
FAO Risk Communication Seminar, 14 April 2011

6. FAO/E. Abd al Latif
FAO Risk Communication Seminar, 14 April 2011

7. Epidemic risk is
increasing and
driven by
complex factors
Human behaviour
is a common
denominator and
our challenge has
been how to
understand and
influence it
FAO Risk Communication Seminar, 14 April 2011

8. Rift valley fever outbreak alert and response
Animal outbreak
Human outbreak
Early
Forecasting Detection
Readiness Rapid
90 Control
Vector
Response
80 Opportunity
Control ?
70
Number of Cases
60 Mass Animal
50 Vaccination
Amplification
40
30
20
10
0
10
15
20
25
30
35
40
0
5
0
5
0
5
0
0
5
-5
-4
-3
-3
-2
-2
-1
-1
TIME
FAO Risk Communication Seminar, 14 April 2011

9. General strategy for controlling outbreaks
Traditional Medical Barrier Triage Clinical
COMBI * nursing
healers Anthropology IN / OUT trials
Posters Behavioural Psycho
Radio - TV
Social Mobilization
and Social Case Management Burial
Team
SocialHealth Education
Interventions
support Funerals
Discussion Infection control Water and
Community Sanitation
Media Environment
Information Coordination Vector control
Lodging Follow-up
Of contacts
Food
Logistics Epidemiological
Security investigation Active search
roads for cases
police Communications Surveillance
Laboratory
Analysis
Mobile teams Finances Database Search for Samples
Transports
Epi + Soc salaries analysis the source Results
Vehicles
FAO Risk Communication Seminar, 14 April 2011

10. The pressure to develop messages, materials
and global templates are enormous…
FAO Risk Communication Seminar, 14 April 2011

11. "Shifting from "communication
simple" to "communication
complex" is part of the same
shift that moves us from
Newtonian physics to Quantum
Mechanics and the Theory of
Relativity"
Professor John Parrish-Sprowl, Co-Director
Global Health Communications Center
Indiana University Purdue University
FAO Risk Communication Seminar, 14 April 2011

12. To develop effective and
appropriate control measures we
need to "listen to the consumer"
to understand what control
measures are feasible, realistic,
appropriate and technically-
WHO/D. Pollet sound
To help people take up
control measures we need
to offer a solution to an
existing need, want or desire
FAO Risk Communication Seminar, 14 April 2011

13. Focusing on behavioural and social interventions…
WHO/P. Formenty WHO/P. Formenty
…helps us see the links between existing response
strategies and expands our range of options
FAO Risk Communication Seminar, 14 April 2011

14. Enhance capacities and skills in strategic places
Sub-national and national outbreak
Sub-national and national outbreak
investigation and rapid response
investigation and rapid response
teams
teams
Country staff: Health Promotion and
Country staff: Health Promotion and
Communication (MoH, MoAg, FAO,
Communication (MoH, MoAg, FAO,
UNICEF, WHO)
UNICEF, WHO)
Training Programmes EPIET,
Training Programmes EPIET,
Veterinary Services, GOARN,
Veterinary Services, GOARN,
Response Partners (IFRC)
Response Partners (IFRC)
iStockphoto
FAO Risk Communication Seminar, 14 April 2011

15. We essentially have
to turn public health
on its head
iStockphoto
FAO Risk Communication Seminar, 14 April 2011

16. Strong local level
ownership and response
supported by national and
international partners
FAO Risk Communication Seminar, 14 April 2011

17. In Summary….
Disease outbreaks can have huge economic costs and
equally devastating social costs. Understanding behaviour
and society is critical
We must shift how we understand and apply
"communications" and embed a "communication
perspective" into behavioural and social interventions as a
key pillar in outbreak response strategies
We need to build capacity at critical points to support a
more informed, participatory, coordinated and appropriate
response
FAO Risk Communication Seminar, 14 April 2011

18. Wash your
hands
Keep away
from dead
animals and
birds We must look beyond technical
Report sick accuracy to behavioural efficacy,
animals and otherwise we may end up with
humans what a colleague at WHO called,
Cook food “a shopping list of control
thoroughly measures but no understanding
before eatin
g of how to implement them.”
FAO Risk Communication Seminar, 14 April 2011