what you’ll find in section v—resources for producing local · information on practices to...

*New entry **Entry updated in this edition

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What you’ll find in Section V—Resources for Producing Local Avian Influenza Communications Material This section is a small but excellent collection of assets for the writing and graphics production of materials.

• Sources for photographs, maps, and clip art. (11, 100,125, 13)

• Message maps and other “supports” for message development. (205, 203, 230)

• U.S. Center for Disease Control and Prevention’s comprehensive CD-ROM, Your Guide to Effective Health Communication, which covers all phases of the planning, development, production, and evaluation of materials or a full communications initiative. (202)

(11) Acclaim Images (Website of). Avian f lu poster s and c l ipart . Medford, OR: Acclaim Images. Preview or purchase at: www.acclaimimages.com/search_terms/avian_flu.html (accessed February 13, 2007).

The Website provides stock photography. Their medical and healthcare inventory includes hundreds of bird images, including a specific collection, “Avian flu biohazard concept.” Language: English.

*(202) Centers for Disease Control and Prevention (CDC). CDCynergy 3.0: Your guide to ef fec t i ve heal th communicat ion. Atlanta, GA: CDC. Learn more at www.cdc.gov/ healthmarketing/cdcynergy. To purchase a copy of the disk go to the Public Health Foundation at http://bookstore.phf.org/ (accessed February 7, 2007).

CDCynergy is a multimedia CD-ROM used for planning, managing, and evaluating public health communications programs. This innovative tool guides and assists users in designing health communication interventions within a public health framework. CDCynergy is adapted for use by public health professionals on a national, state, and/or local level. CDCynergy 3.0 allows users to assemble the pieces of a health communication plan systematically by answering questions in a specific sequence. The planning model guides the user through conceptualizing, planning, developing, testing, implementing, and evaluating health communication activities. Throughout, the model promotes accountability and the importance of evaluation. The user is presented with a step-by-step detailed tutorial, case examples, a wealth of resources that include a diverse media library and a cumulative evaluation plan. The program also provides the user with a link to a word processing template to aid in writing a detailed intervention

V. Resources for Producing Local Avian Influenza Communications Material


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campaign. For more information on this CD-ROM, go to www.cdc.gov/ healthmarketing/cdcynergy/; to order the disk go to the Public Health Foundation bookstore at http://bookstore.phf.org/ (accessed February 7, 2007). Language: English.

(100) Food and Agriculture Organization of the United Nations (Website of). Knowledge forum, H5N1 av ian inf luenza . Rome, Italy: Food and Agriculture Organization of the United Nations. Available at www.fao.org (accessed February 13, 2007).

The H5N1 Avian Influenza section of the Website’s Knowledge Forum is a rich resource on the animal health dimension of avian influenza (AI). Communicators can access the latest international animal health information and data, capture photographs to use in publications and mass communication, download sound bites for broadcast, review the most recent issue of the AI Bulletin, and follow the projected socio-economic impact of AI. The “Questions and Answers” section of the Avian Influenza section is written in non-technical language, useful for general audiences. Languages: English, French, and Spanish.

*(205) Food and Agriculture Organization of the United Nations (FAO) . Pro tect Pou ltry -Protec t People : Bas ic adv ice for s topping the spread of av ian f lu . Rome, Italy: FAO of the United Nations. Download in English at www.fao.org/docs/eims/upload//207623/FAO_HPAI_messages.pdf in Spanish: www.fao.org/docs/eims/upload//216094/FAO_HPAI_messages_es.pdf and in French: www.fao.org/docs/eims/upload//207679/FAO_HPAI_messages_fr.pdf (accessed February 5, 2007).

These are messages prepared by the FAO for a range of different audiences—poultry keepers, poultry sellers, animal health providers, cullers, hunters, sporting bird keepers, and the general public. Communicators can incorporate these prevention messages in national and local communications media and materials. The messages provide information on practices to avoid the spread of avian flu among animals and thus reduce the risk of spread to humans. The objective of the messages is to break down barriers of ignorance and fear. What people do not know or what they think might happen can block success in the fight against avian influenza. Languages: Chinese, English, Spanish, French, and Italian

*(203) Interagency Public Affairs Group on Avian Influenza Preparedness (Website of). Pandemic inf luenza pre-event message maps . Washington, DC: U.S. Department of Health and Human Services (DHHS). In English download at http://avianflu.gov/news/pre_event_maps.pdf and in Spanish at www.linksmedia.org/ shared/USAIDavian/Publications/ (accessed February 6, 2007).

The U.S. Department of Health and Human Services (DHHS) developed these avian influenza and pandemic influenza communication tools using the communication science-based message mapping development process. “Message maps” are risk communication tools used to help organize complex information and make it easier to express current knowledge. The messages are written at a 6th grade reading level and presented in three short sentences that convey three key messages in 27 words. Each



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primary message has three supporting messages that can be used when and where appropriate to provide context for the issue being mapped. These message maps can be freely used or redistributed. Languages: English and Spanish.

(125) Public Health Image Library (PHIL), Centers for Disease Control and Prevention. (Updated frequently). Photographs , i l lustr at ions , and mul t imedia f i l es , which include images related to avian influenza. Atlanta, GA: Centers for Disease Control and Prevention, U.S. Department of Health and Human Services. Preview and download at http://phil.cdc.gov/phil/ (accessed February 13, 2007).

The Public Health Image Library (PHIL) of the Centers for Disease Control and Prevention (CDC) contains photographs, illustrations, and multimedia files, which are free of charge, have been “copyright cleared” (with few exceptions), and are readily accessible through the Internet to both Macintosh and PC users. This pictorial database was created by a Working Group at CDC to provide public health professionals, the media, laboratory scientists, educators, students, and the worldwide public use of this pictorial material for reference, teaching, presentation, and public health messages. The content is organized into hierarchical categories of people, places, and science, and is presented as single images, image sets, and multimedia files. Extensive descriptions and links are also provided. Language: English. There is no accompanying narrative for pictures.

**(25) U.S. Department of Agriculture (USDA). Av ian inf luenza photo ga l lery . Washington, DC: USDA. Available at www.usda.gov/birdflu (click “photo gallery”) (accessed February 13, 2007).

This Website provides a variety of photos that may be used in communication about avian influenza risk, and prevention and response strategies. Examples of photographs include close up of birds sampled for avian influenza, and environmental sampling in the field. Photos are frequently renewed. Preview and download at www.usda.gov/wps/ portal/!ut/p/_s.7_0_A/7_0_1OB?navid=AI_PHOTOS&parentnav=AVIAN_INFLUENZA&navtype=RT Images are available in higher resolution by email at [email protected] (accessed February 13, 2007). Language: English, none for pictures.

*(230) U.S. Department of Agriculture (USDA). August 2006. USDA key messages for av ian inf luenza: scenar ios 1, 2, and 3 . Washington, DC: USDA. Download messages for all three scenarios at www.usda.gov/wps/portal/!ut/p/_s.7_0_A/ 7_0_1OB?Contentidonly=true&contentid=AI_Spotlight_Documents.xml (accessed February 13, 2007).

Health communicators can use these key messages to educate the media and the public about the complexities of avian influenza (AI) as a disease among birds. The U.S. Department of Agriculture (USDA), in partnership with other Government has developed key AI messages to accompany three scenarios in the event of detection and/or outbreak of highly pathogenic AI (HPAI) in the United States. Each scenario contains key questions and answers about AI, guidance for the general public, and



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actions to be taken by the USDA in the event HPAI is detected. Language: English.

(13) U.S. Geological Survey, National Wildlife Health Center (USGS, NWHC) (Website of). Avian in f luenza maps . Madison, WI: USGS, NWHC. Available at www.nwhc.usgs.gov/disease_information/avian_influenza/avian_influenza_maps.jsp (accessed February 13, 2007).

This National Wildlife Health Center (NWHC) Website provides links to avian influenza (AI) maps created by the NWHC or by other sources such as the United Nations Development Group (UNDP), the Food and Agriculture Organization (FAO), the World Health Organization (WHO), the European Commission, and others. Types of maps include but are not limited to interactive AI incidence, outbreak updates, human and animal cases, and bird migration flyways. Health communicators may access these for publications and presentations. Language: Website in English.

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Index by Sect ion of Indiv idual o r Organizat ion Authors Sect ion I—Communications Resources for Community Organizations ,

Workplaces, and Schools

Academy for Educational Development, (44), p. 3; (76), p. 4

American Society for Microbiology, (224), p. 4

Australian Government Department of Health and Ageing, (17), p. 4

Caja Costarricense de Seguro Social, Costa Rica; (2), (31) and (32), p. 5

California Department of Health Services, (226), p. 5

CARE International, (58), p. 6

Cato, The Reverend Phillip, Ph.D., Dawn Hohl, R.N., M.S., and Jay Lozier, M.D., Ph.D.; (231), p.6

Centers for Disease Control and Prevention, (123), p. 7

Central and Eastern Europe and the Commonwealth of Independent States, United Nations Children’s Fund; (34), p.7

Comision Panama-Estados Unidos para la Erradicacion y Prevencion del Gusano Barrenador del Ganado, (223), p. 7

Department of Health, Philippines; (49), p. 8

Department of Health, United Kingdom; (128), p.8

Diario El Pais S.L., (39), p.8

Federacion Red NicaSalud and the Ministry of Agriculture of Nicaragua, (234) and (232), p. 9

Food and Agriculture Organization of the United Nations, (205), p. 9; (99) and (228), p. 10

General Direction of Health Promotion, Ministry of Health, Peru; (237), p.10

Hand Hygiene Resource Center, (223), p. 11

Health, Welfare, and Food Bureau, Government of Hong Kong, (43), p.11

Interagency Public Affairs Group on Influenza Preparedness, (24), p.11; (101) and (94), p.12; (37), (68), (69), (97), p. 13

Kids Health, Nemours Foundation Center for Children’s Health Media, (29), p. 14

Latin-American and Caribbean Center on Health Sciences Information, (193), p. 14

Life Sciences Office, Center for Technology and National Security Policy, National Defense University, (40), p. 14

Massachusetts Department of Public Health, (222), p. 15

Ministry of Agriculture and Supply, Brazil; (88), (92), and (95); p. 15

Ministry of Health, Costa Rica, (26), p. 15

Ministry of Health, Peru (235) and (236), p. 16

Ministry of Health and Environment, Argentina, (9), p. 16

National Broadcasting Corporation, (42), p. 16

National Chicken Council, National Turkey Federation and Egg Safety Center, (200), p. 17

National Food Service Management Institute, (221), p. 17

Index by Section of Individual or Organization Authors

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National Public Radio, (3), p. 18

New Zealand Ministry of Health, (117), (118), and (119), p. 18

Pan American Health Organization, (192), p. 19

Patient Education Institute, Inc. (48), p. 19

Public Broadcasting Service, (19), p. 19

Public Health Agency of Canada, (122), p. 20

Secretariat of Health, Mexico; (206), p. 20

Servicio Nacional de Sandidad Agropecuaria e Inocuidad Alimentaria, (220), p. 20

Soap and Detergent Association, (227), p. 20

SIL International, (21), p. 21

SOPE Project, (225), p. 21

U.S. Agency for International Development (USAID); (96), (109), and (111), p. 22; (120) and (131), p. 23

U.S. Chamber of Commerce and Trust for America’s Health, (103), p. 23

U.S. Department of Agriculture, (4), p. 23; (15), (22), (82), and (229), p. 24

U.S. Department of State, Bureau of International Information Programs, (80), p. 25

World Health Organization (WHO), (30) and (110), p. 25; (104), (105), (84), and (144); p. 26

Sect ion I I—Pandemic Preparedness P lans with an Emphasis on Communications

CARE, Avian Flu Working Group; (115), p. 28

Cato, Rev. Phillip, Ph.D., Dawn Hohl, R.N., M.S., and Jay Lozier, M.D., Ph.D.; (231), p. 29

Centers for Disease Control and Prevention (CDC), (212), (216), p. 29

Communication Initiative, (201); p. 30

Contra Costa Health Services and Contra Costa County Office of Education, (211), p. 30

General Direction of Health Promotion, Secretariat of Health, Mexico; (217), p. 30

Interagency Public Affairs Group on Avian Influenza Preparedness, U.S. Department of Health and Human Services; (203), p. 31

European Centre for Disease Prevention and Control, (36), p. 31

Gernon, Lawrence W.; (215), p. 31

Health, Welfare, and Food Bureau, Government of Hong Kong; (59), p. 32

Ministry of Health, Argentina; (56), p. 32

Ministry of Health, Brazil; (61), p. 33

Ministry of Health, Chile; (62), p. 33

Ministry of Health, Costa Rica; (41), p. 33

Ministry of Health, Nicaragua; (67), p. 34

Ministry of Health, Panama; (60), p. 34

Ministry of Health, Peru; (70), p. 34

Ministry of Health, Venezuela; (71), p. 34


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Ministry of Health and Sports, Bolivia; (57), p. 35

Ministries of Public Health: Bolivia, Chile, Colombia, Ecuador, Peru, Venezuela; Organismo Regional Andino de Salud-Convenio Hipolito Unanue (ORAS-CONHU), and International Federation of the Red Cross; (214), p. 35

Ministry of Public Health, El Salvador; (63), p. 35

Ministry of Public Health, Guatemala; (65), p. 36

Ministry of Public Health, Uruguay; (12), p. 36

Ministry of Social Protection, Colombia; (218), p. 36

Office of Communications, Ministry of Health, Peru; (77), p. 37

Office of the Assistant Secretary for Public Affairs and Office of Public Health Emergency Preparedness; (102), p. 37

Pan American Health Organization (PAHO), (108), p. 37

Secretariat of Health and Secretariat of Agriculture and livestock, Honduras; (66), p. 38


U.S. Agency for International Development (USAID), (213), p. 38; (54), p. 39

U.S. Department of Agriculture (USDA), Animal and Plant Health Inspection Service (APHIS); (81), p. 39

U.S. Department of Education, Office of Safe and Drug-Free Schools; (51), p. 39

U.S. Department of Health and Human Services (DHHS), (74), p. 40

U.S. Department of Homeland Security, (87), p. 40

UK Health Departments, United Kingdom; (129), p. 40

World Health Organization (WHO), Department of Communicable Disease; (20), (141), and (197), p. 41

Sect ion I I I—Training and Se l f - Instruct ion Resources to Bui ld Local Communications Capacity

Agency for Toxic Substances and disease Registry, (135), p. 43

CARE, Avian Flu Working Group; (114), p. 44

Centers for Disease Control and Prevention (CDC), (202), p. 44; (207), p. 45

Deployment Health Clinical Center (DHCC), U.S. Department of Defense (DOD); (209), p. 45

Division of Healthcare Quality Promotion, National Center for Infectious Diseases, Centers for Disease Control and Prevention (CDC); (126); p. 45

Infection Control Services and Medical Photography, Auckland District Health Board, New Zealand; (106), p. 46

Reynolds, Barbara; (52), p. 46

Rutz, Dan; (208), p. 46

Sanchez, Marisabel, M.P.H.; (28), p. 47

Sandman, Peter and Jody Lanard; (113), p. 47


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U.S. Agency for International Development (USAID), (130) and (210), p. 47; (89), p. 48

U.S. Department of Health and Human Services (DHHS), (78), p. 48

World Health Organization (WHO), (33), p. 48; (46) and (197), p. 49

Sect ion IV—Key Websites for Avian Inf luenza health Information and Mater ials

Canadian Food Inspection Agency (CFIA), (45), p. 51

CARE International, (112), p. 52

CARE USA, (6), p. 52

Caribbean epidemiology Centre (CAREC), (38), p. 52

Centers for Disease Control and Prevention (CDC), (123), p. 53

Department of Health, United Kingdom; (127), p. 53

Food and Agriculture Organization (FAO) of the United Nations (UN), (99), p. 53

Government of Canada, (121), p. 54

Henry the Hand Foundation, (204), p. 54

International Federation of the Red Cross and Red Crescent Societies (IFRC), (8), p. 55

Interagency Public Affairs Group on Influenza Preparedness, U.S. Department of Health and Human Services (DHHS), (50), p. 55

Johns Hopkins University, Bloomberg School of Public Health; (14) and (16), p. 56

National Institute of Allergy and Infectious Diseases (NIAD), National Institutes of Health (NIH); (107), p. 56

National Library of Medicine, National Institutes of Health, U.S. Department of Health and Human Services; (47), p. 57

National Vaccine Program Office, U.S. Department of Health and Human Services; (1), p. 57

New Zealand Ministry of Health, (116), p. 57

Occupational Safety and Health Administration (OSHA), U.S. Department of Labor; (5), p. 58

Public Broadcasting Service (PBS), (18), p. 58


U.S. Department of Agriculture; (23) and (79), p. 59

United Nations Children’s Fund (UNICEF), (35), p. 59

Voice of America, (86), p. 60

World Health Organization (WHO), (143), p. 60; (83) and (219), p. 61

Sect ion V—Resources for Producing Local Avian Inf luenza Communications Mater ial

Acclaim Images, (11), p. 63

Centers for Disease Control and Prevention (CDC), (202), p. 63

Food and Agriculture Organization (FAO) of the United Nations (UN), (100) and (205), p. 64


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Interagency Public Affairs Group on Avian Influenza Preparedness, U.S. Department of Health and Human Services; (203), p. 64

Public Health Image Library (PHIL), Center for Disease Control and Prevention (CDC); (125), p. 65

U.S. Department of Agriculture (USDA), (25) and (230), p. 65

U.S. Geological Survey, National Wildlife Health Center; (13), p. 66

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Index to Sect ions by I tem Numbers , Page Numbers , and Languages Sect ion I—Communications Resources for Community Organizations ,

Workplaces, and Schools

( Item), Page, Language(s ) (2), p. 5, Spanish (3), p.18, English (4), p.23, English (9), p.16, Spanish (15), p.24, English (17), p.4, English (19), p.19, English (21), p.21, Bahasa (Indonesia), English, French, Portuguese, and Spanish (22), p.24, English, Spanish, and Vietnamese (24), p.11, English; some material in Spanish (26), p.16, Spanish (29), p.14, English; some material in Spanish (30), p.25, Arabic, Chinese, English, French, Russian, and Spanish (31), p.5, Spanish (32), p.5, Spanish (34), p.7, Armenian, Azeri, English, Georgian, Romanian, Russian, and Turkish. (37), p.13, English; some material in Spanish (39), p.8, Spanish (40), p.14, Chinese, English, French, German, Japanese, Portuguese, Spanish, Thai, and

Vietnamese (42), p.16, English (43), p.11, English, and some material in Chinese, French, Hindi, Portuguese, Spanish,

Tagalog, Thai, and others (44), p.3, English (48), p.19, English and Spanish (49), p.8, English; some material in Tagalog (58), p.6, English, some material in Spanish, a few materials in Arabic, French, German

Portuguese, Thai, and Vietnamese. (68), p.13, English; some material in Spanish (69), p.13, English; some material in Spanish (76), p.4, English, French, Portuguese, and Spanish (80), p. 25, English and Spanish (82), p. 24, English; some material in Spanish and Vietnamese (84), p. 26, English, French, and Spanish (88), p.15, Portuguese (92), p.15, Portuguese (94), p.12, English; some material in Spanish (95), p.15, Portuguese (96), p.22, English (97), p.13, English; some material in Spanish

Index to Sections by Item Numbers, Page Numbers, and Languages

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(99), p.10, English, French, and Spanish (101), p.12, English; some material in Spanish (103), p.23, English (104), p.26, English (105), p.26, English (109), p.22, Language depends on document: English, French, Indonesian, Khmer,

Laotian, Portuguese, and Vietnamese (110), p.25, Arabic, Chinese, English, French, Russian, and Spanish (111), p.22, Language depends on document: English, French, Indonesian, Khmer,

Laotian, Portuguese, and Vietnamese (117), p.18, English, Maori, Arabic, Chinese, Cook Islander, Hindi, Korean, Samoan, and

Tongan (118), p.18, English, Maori, Arabic, Chinese, Cook Island, Hindi, Korean, Samoan, and

Tongan (119), p.18, Cook Island Maori, English, Maori, Samoan, and Tongan (120), p.23, English and Vietnamese (122), p.20, English and French (123), p.7, English and Spanish (128), p.8, English, French, Portuguese, Spanish, and 17 other languages. (131), p.23, Language depends on document: English, French, Indonesian, Khmer,

Laotian, Portuguese, and Vietnamese (144), p.26, English (192), p.19, English and Spanish (193), p.14, English, Portuguese, and Spanish (200), p.17, English; some material in Spanish (205), p.9, Chinese, English, French, Italian, and Spanish (206), p.20, Spanish (220), p.20, Spanish (221), p.17, English; some posters in Spanish (222), p.15, English; some material is found in Chinese, French, Haitian Creole,

Portuguese, Spanish, and Vietnamese (223), p.11, English (224), p.4, English and Spanish (225), p.21, English (226), p.5, English; some material is available in Chinese, Cambodian, Japanese, Korean,

Laotian, Punjabi, Russian, Spanish, Tagalog, and Vietnamese (227), p.21, English; some material in Spanish (228), p.10, English (229), p.24, English and Spanish (231), p.6, English (232), p.9, Spanish (233), p.7, Spanish (234), p.9, Spanish (235), p.16, Spanish and some material in English (236), p.16, Spanish (237), p.10, Spanish


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Sect ion I I—Pandemic Preparedness P lans w ith an Emphas is on Communicat ions

( Item), Page, Language(s ) (12), p.36, Spanish (20), p.41, Arabic, Chinese, English, French, Japanese, Russian, and Spanish (36), p.31, English (41), p.33, Spanish (51), p.39, English (54), p.39, English (56), p.32, Spanish (57), p.35, Spanish (59), p.32, Chinese (traditional and simplified) and English (60), p.34, Spanish (61), p.33, English and Portuguese (62), p.33, Spanish (63), p.35, Spanish (64), p.36, Spanish (65), p.36, Spanish (66), p.38, Spanish (67), p.34, Spanish (70), p.34, Spanish (71), p.34, Spanish (72), p.38, Spanish (74), p.40, English (77), p.37, Spanish (81), p.39, English (87), p.40, English (102), p.37, English (108), p.37, English and Spanish (115), p.28, English (129), p.40, English (141), p.41, Arabic, Chinese, English, French, Russian, and Spanish (197), p.41, English (201), p.30, English (203), p.31, English and Spanish (211), p.30, English; some sample material and posters are also in Spanish (212), p.29, English and Spanish (213), p.38, English and Spanish (214), p.35, Spanish (215), p.31, English (216), p.29, English (217), p.30, Spanish (218), p.36, Spanish (231), p.29, English


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Sect ion I I I—Training and Se l f - Instruct ion Resources to Bui ld Local Communications Capacity

( Item), Page, Language(s ) (28), p.47, English (33), p.48, English and Spanish (46), p.49, English and French (52), p.46, English (78), p.48, English (89), p.48, English, French, and Portuguese (106), p.46, English (113), p.47, English and Spanish (114), p.44, Arabic, English, French, Spanish, and Vietnamese (126), p.45, English; one poster in Spanish (130), p.47, English (135), p.43, English and Spanish (197), p.49, English (202), p.44, English (207), p.45, English (208), p.46, English (209), p.45, English (210), p.47, English, French, and Russian

Sect ion IV—Key Websites for Avian Inf luenza health Information and Mater ials

( Item), Page, Language(s ) (1), p.57, English (5), p.58, English; some material in Spanish (6), p.52, English, some material in Spanish, a few materials in Arabic, French, German

Portuguese, Thai, and Vietnamese (8), p.55, English, French, and Spanish (14), p.56, English (16), p.56, English (18), p.58, English (23), p.59, English (35), p.59, English, French, and Spanish (38), p.52, English (45), p.51, English and French (47), p.57, English and Spanish (50), p.55, English and Spanish (79), p.59, English (83), p.61, English, French, and Spanish (86), p.60, English, French, Portuguese, Spanish, and others (99), p.53, English, French, and Spanish (107), p.56, English (112), p.52, English, French, Spanish, Portuguese, and others (116), p.57, English (121), p.54, English and French (123), p.53, English and Spanish


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(127), p.53, English; one leaflet is available in an additional 20 languages (143), p.60, Arabic, Chinese, English, Spanish, and Russian (204), p.54, English (206), p.58, Spanish (219), p.61, English

Sect ion V—Resources for Producing Local Avian Inf luenza Communications Mater ial

( Item), Page, Language(s ) (11), p.63, English (13), p.66, English (25), p.65, English, none for pictures (100), p.64, English, French, and Spanish (125), p.65, English; no accompanying narrative for pictures (202), p.63, English (203), p.64, English and Spanish (205), p.64, Chinese, English, Spanish, French, and Italian (230), p.65, English