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Evaluation database

Evaluation report

2009 India: Assessment of Effectiveness of the Avian Influenza Communication Interventions in 4 Districts

Executive summary


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India has been affected with Avian Influenza for the third time in the last three years.
Bordering with endemic countries like, Afghanistan, China and Pakistan and sharing a porous border with Bangladesh & Myanmar, India is more susceptible to re-occurrences of the influenza. As it also lies at the terminus of the Central Asian Flyway, with numerous wetlands, long coastlines, sanctuaries and natural habitats for wild birds make India more vulnerable to Avian Influenza. The Indian poultry business is largely an unorganized sector and unless preventative steps in terms of providing intensive education to the unorganized sector takes place, India will always remain in danger of another outbreak potentially affecting lives of millions.


The midline evaluation study was commissioned by UNICEF to understand the impact of the mass-media campaign on the current knowledge, attitude and practice of backyard poultry families on poultry rearing practices, specifically aimed at finding out knowledge, attitude and practices.


Since the aim of the study is to reach the mass sample population of backyard poultry families as to understand the reach and impact of the campaign and to assess any changes in knowledge, attitude and practices of this population in poultry rearing with respect to the baseline study – the midline study is also a quantitative exercise

AI campaign effectiveness midline study June 2008 .The districts selected remain the same as those in the baseline for comparison purposes. The districts are: Badwani in Madhya Pradesh, Thane in Maharashtra, Coimbatore in Tamil Nadu and Murshidabad in West Bengal. A purposive muliti-staged sampling was undertaken in each district to reach the target respondents. Both rural and urban samples were taken. The villages and urban wards were selected through PPS sampling in each district and then the respondents were randomly selected after conducting a listing exercise in each unit.

Findings and Conclusions:

Refer in Report to the
Summary Conclusions – Preparing and consuming poultry
Summary Conclusions – Reporting and safe disposal of poultry


The study is expected to gauge extent of success / failure of the campaign and provide suitable recommendations
The four advertisements which were launched in mass-media are:
1. Separate
2. Hand-wash
3. Report
4. Bury
These advertisements are expected to deliver the following key messages:
􀂃 discouraging children from playing with birds and from coming in contact/ mixing with
sick birds
􀂃 washing hands always with soap/ fresh ash after handling poultry including cleaning
poultry area
􀂃 reporting sickness and quick succession of death in poultry to the district veterinary
hospital, village leader or village committee members
􀂃 burying dead birds safely in consultation with district veterinary hospital, in a deep pit
outside the village
􀂃 reporting and seeking treatment immediately if anybody develops fever, cold and
respiratory problem after contact with sick birds [identify signs/ symptoms]

Full report in PDF

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