FAO Risk Communication seminar
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Transcript of FAO Risk Communication seminar
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Risk communication for “One Health”
Thomas Abraham
The University of Hong Kong
Presented at FAO Risk Communication for One Health Seminar14 April 2011, Rome Italy
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Man Man
AnimalsAnimalsThe
environment
New Disease
New Disease
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Outline
• Based on experience of H5N1 communication, a two pronged approach using community level risk communication and participatory development communication
• Some principles of participatory communication
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Building on the experience of H5N1 communication
1. Differing perceptions of risk between communities living with the disease and outside experts.
2. H5N1 was a livelihood issue, as much as a human and animal health issue. Communication messages tended to treat it as a health issue.
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Differing Perceptions of Risk
We’re protecting global health security
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No big deal, chicken die all
the time
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I don’t think they’ve ever seen a live chicken before
Crazy guys, but love the
suits
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Differences in perceptions of risk between experts and the public is a feature of modern society
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Differences in perception of risks
• Technical experts judge the risk to be very low
• Those against nuclear energy ( and increasingly the public) judge the risk to be high
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All risks have benefits
• Modern industrial society needs power
• Other sources of power such as fossil fuels also have risks associated with them
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Risk Communication
• Acting as a bridge between expert assessments and public assessments of risk
• Outcome is a shared understanding of risk, and a consensus on what needs to be done
• Risk communication is not about putting out messages and persuading the public to accept them but a process of reaching consensus
• Different from emergency communication, where people need to know quickly what to do
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Why consensus and common understanding?
• Risks are uncertain: they may or may not happen
• Every “risky” action, or behaviour, has a benefit attached to it. Changing behaviourand practices have costs attached to them
• People on the ground need to balance the costs and benefits, not experts
• Local communities have their own knowledge which needs to be used to solve problems
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Community level risk communication is an essential strategy to bridge the gap between public and expert perceptions and should be a foundation for communication on animal-human health
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A livelihood issueIf you kill my
ducks, what am I going to feed my
family?
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• More poultry have probably died in culling operations during H5N1 than from the disease itself
• For farmers and rural communities, the risk to livelihood of preventive measures, can be greater than the health risks from the disease itself
• We need to start looking at livestock and animal disease as a livelihood issue, rather than a purely health issue
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This is a development issue
• Aim of strategy is to help people protect and improve their livelihoods through keeping livestock and themselves healthy
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Because this is a development issue, we need to use the tools of participatorydevelopment communication to empowercommunities to solve this problem
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Two models of development communication
• Top down model: originally based on Rogers’ diffusion of innovations approach
• Uses tools like social marketing, education-entertainment, media messages to promote certain goals and objectives
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• Participatory model: a more radical model, in which communities decide their priorities, and design programmes to meet these needs
• Role of communicators and outside experts is to assist communities in this process
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Why is participation better than a top down approach
• Top down programmes are driven by funding from outside.
• They often have little meaning for the community
• When the funding ends, so does the programme
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• Participatory programmes are things the community actually wants and is asking for
• With help, communities can raise and find funding to do the things they need to do
• Benefits are long lasting, organic
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"Communication for development is about people, who are the drivers of their own development; It contributes to sustainable change for the benefit of the poorest; It is a two way process [and] is about people coming together to identify problems, create solutions and empower the poorest; It respects indigenous knowledge and culture and that local context is key; It is critical to the success of the Millennium Development Goals."Declaration of 9th UN Communication for Development Round Table, 2004.
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Let’s get real…
• In the real world, pure, participatory development communication is hard to come be
• Goals do not come from the community: set by donors, governments, and international community.
• But communities still need to play a role by discussing, understanding, and deciding on how best to implement
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Principles of participatory risk communication
• Communication should be a dialogue on risk rather than a monologic delivery of messages.
• Communities have their own knowledge and experience, and communication should be a process by which this local knowledge is assimilated with information from outside in order to define problems and arrive at solutions.
• The aim of the communication exercise should be to help communities find ways to protect and improve their livelihood
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• Guidelines and measures to reduce risk produced by outside experts should be flexible and indicative rather than prescriptive; allowing communities to decide priorities and design programmes
• Communicators have a role not only as messengers, but as act as change agents, helping communities to organize and get access to resources.
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Some next steps
• Substantial community level development communication capacity has been built up over several decades
• New efforts needs to build on existing capacity
• Determining the key technical issues on which community level dialogue can begin
• Training programmes for communicators to act as change agents and not messengers
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