Overview
The Community-Based Avian Influenza Control Project (CBAIC), a three-year project funded by USAID, was part of USAID and Indonesia’s strategy for reducing the risk of pandemic flu. Led by Development Alternatives, Inc. (DAI), the goals of CBAIC included prevention of pandemic flu from H5N1 avian influenza (AI), building the Indonesian Government's capacity for pandemic response and reducing occurrence of AI transmission in poultry and humans. CCP’s role was to design and implement a short, intensive behavior change communications (BCC) strategy. An integrated approach included mass media, print material distribution, and community-level events, with each element reinforcing the impact of the others.
Accomplishments
- Launched an intensive, three-month mass media campaign. A total of 3,408 TV spots aired and 34,991 radio spots were broadcast.
- Neilsen media research data estimated that CBAIC reached 96 percent of the targeted audience – men and women aged 22 to 45 across Indonesia. Approximately 159 million viewers saw a CBAIC behavior change television spot at least once during the campaign.
- Radio station estimates showed that CBAIC radio content reached an estimated 31 million listeners nationwide.
- Quantitative and qualitative research showed the short, intensive mass media campaign was successful in promoting key behaviors, reinforcing messages that were also delivered directly to the community level.
- Studies showed that people who saw CBAIC television messages were more likely than those who had not, to properly dispose of, and report dead chickens to authorities.
- Study results showed that the more often people had seen the CBAIC messages on TV, in print or at a variety show, the more likely they were to perform suggested behaviors.
- A cost-benefit analysis found that an investment of US$ 1.10 per household per message could affect positive behavior change to reduce the risk of AI transmission.
