Field trip report: On-site development and pre-testing of Avian Influenza related IEC materials, Shwe Bo, Sagaing Division, Myanmar, 7-13 May 2006
Background During an Avian Influenza Communication Working Group meeting on 20 April 2006 at UNICEF, the group agreed to the idea of forming a team to develop a range of communication materials related to avian influenza prevention on-site, in villages, together with community members. It was suggested that the group visit either Shwe Bo or Monywa (AI affected areas) and Pathein or Mawlamyein (non-affected areas). This report covers the first trip to Shwe Bo. The team was comprised of technical health, veterinarian and communication experts from the Ministry of Health, Ministry of Livestock and Fisheries, WHO, FAO, UNICEF, and complemented by a team of creative talent, including an artist, illustrator, graphic designer, script writer and photographer. Purpose of the Trip The purpose of the visit was to rapidly develop and pre-test prototype avian influenza-related information, education and communication (IEC) materials on-site. Location and Time Shwe Bo, Sagaing Division was selected as the site for the first trip. The team was equipped with a computer, laptop, printer, scanner and generator. During the week of 7 to 13 May 2006, the team visited and worked with commercial and backyard poultry farms, and families living in villages in Shwe Bo District. Methodology 1. Participatory Learning and Action (PLA) Process 1. Data collection
Activities The team took the precaution of visiting a non-affected farm and village on the first day of the trip, and affected farms on the second day, so as to prevent the team’s possible carrying of the AI virus from affected areas to non-affected areas. Day 1: Monday, 8 May 2006 Morning: The team visited the KT commercial poultry farm in Shwe Bo, carried out mapping of the poultry farm, and held discussions with 30 small-scale poultry farmers. Semi-structured interviews were also conducted with some of the farm owners, as well as farm workers. Afternoon: The team visited May Gon village, which is situated near Maha Nada Lake, where different types of migratory birds frequent from November to February each year. The team carried out mapping of the village tract, and held discussions with residents about practices involving the raising of chickens, ducks and pigs. The discussions revealed that different kinds of livestock are often kept together, and that chickens are often raised just under families’ living areas, without being properly fenced. Some residents raise fighting cocks, and cock-fighting is a common event in the community. The “Pocket Chart” method was also used to learn more about residents’ hygiene practices. At the end of the day, the team shared findings from the day, exchanged views, and evaluated the day’s activities and people’s responses. The team then planned for the next day’s activities on AI-affected areas, which included the development of a set of questionnaires to be used in villages. The team agreed to be sensitive to residents’ situation following recent AI outbreaks, and to try to ensure their questions don’t unnecessarily evoke painful experiences. Day 2: Tuesday, 9 May 2006 Morning: The team visited Zee Gone village, 28 miles north of Shwe Bo. In Zee Gone, three-quarters of all commercial and small-scale poultry farms were affected by recent outbreaks, and flocks were culled. For the purpose of the trip, commercial poultry farmers were divided into two categories – those from affected farms, and those from non-affected farms. Focus group discussions were conducted with farmers from affected farms, addressing a range of issues, including: (1) their opinions on what kind of preventive measures should be taken to prevent this kind of event; (2) how they reacted to the AI outbreak; (3) their views on information sharing, reporting systems and other issues that they are facing; and (41) whether they were interested in restocking poultry. The team then engaged in a mapping exercise with those whose farms were not affected, identifying the location of some poultry farms in the area, and discussing their experiences following the AI outbreak, including the problems that they are facing due to restrictions placed on poultry products, social discrimination in their community, their response to the outbreak, preventative measures they are taking, and their assumptions about AI. Afternoon: The team visited Khin U, with the same approaches employed to ascertain residents’ and farmers’ knowledge, attitude and practices pertaining to poultry rearing. The team met with 21 small-scale poultry farm owners, including the Chairperson of the Livestock Federation (township level), whose farm was the first to be detected with avian flu in Khin U. Most of the farms located within a 3 kilometer radius of the outbreak site had their flocks immediately culled. Through discussions with those whose farms were not affected, it became apparent that many had misunderstandings about AI, with many confusing it with a serious and strong form of Newcastle Disease that normally occurs during this season. The team visited the most AI-affected communities in the area. The responses of the poultry farmers were objective, and they clearly understood the importance of the information sharing and reporting developments to relevant authorities. The discussions were productive, and the findings proved very useful in providing a foundation for the development of locally-appropriate IEC materials which the team aimed to produce. Day 3: Wednesday, 10 May 2006 Morning: The team visited Shar Daw village, and carried out mapping exercises as well as pocket chart method exercises to explore the dynamics of risky behaviours. Afternoon: The team interviewed two chicken vendors and two egg sellers about their awareness of AI, with a focus on potentially risky behaviours. Those who were interviewed demonstrated good existing knowledge of AI. Based on the exercises described above, that evening the team began the process of identifying risk behaviours and based on the inputs provided by farmers and community members, compiled a comprehensive mobility map of the poultry farmers, breeders, local veterinarians, chicken dealers, chicken feed sellers, chicken disposal buyers, drug stores, and staff from LBVD, the township development council and Livestock Federation. Day 4: Thursday, 11 May 2006 The team identified desired behaviours based on the risk behaviours that were identified, and came up with ten major messages consistent with these desired behaviors. Five key messages were then prioritized, and detailed discussions were held about target audiences, media channels, illustration, layout design and the wording of messages. Pursuant to the outcomes of these discussions, that evening the group began producing a range of draft prototype IEC materials. Day 5: Friday, 12 May 2006 Morning: The team continued working on the layout and design of posters and other IEC materials. This was limited due to time constraints. Afternoon: The team field-tested four prototype posters with residents of Oo-yin-daw village, and workers from a commercial poultry farm near Shwe Bo. Overall, the messages communicated in the IEC materials were well understood by community members and farmers. Day 6: Saturday, 13 May 2006 On the way back to Mandalay, the team met with some quail farm owners, and carried out additional mapping exercises to understand their current and risk behaviours, knowledge on AI, and practices. The pocket chart method was also used to identify how people handle sick/dead quails. The team visited one quail farm in Amarapura. Conclusion The team randomly visited some affected areas during the trip. Non-affected areas will also be visited in the third week of May 2006 in a different area of Myanmar to identify a more complete set of behavioural patterns of poultry farmers, so as to produce more effective and appropriate IEC materials to prevent transmission of Avian Influenza.
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