AN INTRODUCTION TO RISK COMMUNICATIONS

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Session Objectives

• To ensure that participants have an understanding of the function of risk communications in EVD prevention and control

• To ensure participants have a basic understanding of the process of risk communication in EVD prevention and control

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Risk Communications defined

“Risk communication is an interactive process of exchange and evaluation of information among stakeholders and the establishment of appropriate and effective communication actions and responses. It is an integral component of public health risk management.” (Asia Pacific Strategy for Emerging Diseases, 2010*).

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* http://www.wpro.who.int/emerging_diseases/documents/docs/APSEDTechnicalPapers03Sep10Final.pdf DECEMBER 2014

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“For a highly lethal

disease like Ebola,which has no vaccine orcure, information aimedat behavioural changebecomes the principal

preventive measure.” (WHO, 2004)

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5 Principles of Risk Communicationsi) Trust: communications should build,

maintain and restore trust between public and outbreak managers

ii) Announcing early: late announcements erode trust between public and outbreak managers

iii) Transparency: new developments should be communicated in a timely and complete way

iv) Listening: seek to understand how the public perceive a given risk and what their existing beliefs and practices are

v) Planning: integral to achieving i – iv. 5DECEMBER 2014

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Priority Groups/Target Audiences• Primary Target Audiences (PTA): people

who may be directly affected by EVD, through direct exposure to a case– Travellers from countries of intense EVD

transmission, relatives of travellers, community members who live where the positive case lives

• Secondary Target Audiences (STA): people who can influence the health decisions of the PTA– Health professions, HEPO, teachers, politicians,

media professionals, celebrities6DECEMBER 2014

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Evidence based risk communicationsFormative research in planning stages to assess:• Knowledge and attitudes around transmission

modes• Perceived EVD susceptibility• KAP around EVD prevention measures • Perceived benefits of adopting preventive

behaviours• Perceived self-efficacy of adapting preventive

behaviours• Perceived barriers and costs of adopting

preventive behaviours

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Stages of Change Model

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Stages of Change (cont)

Note that this is not always a linear process!

– Pre-contemplation: no intention to change– Contemplation: aware that problem exists but

not yet made commitment to take action– Determination: intending to take action– Intention: considering making change – Action: behaviour is trialled– Maintenance/advocacy: maintains desired

behaviour and becomes an advocate

• [relapse]

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Risk communication is results orientated

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Stages of EVD prevention & control: a risk communications perspective

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Pre-event

Introduction of disease

Rapid increase Peak

transmissionDecrease in incidence

Eventual resolution

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Fig 1. Number of presumptive case-patients with EVD, by week of onset: Uganda, August 2000 – January 2001

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Adapting communications

1 Pre-event: basics of EVD (transmission routes and prevention)2 Introduction of EVD: transparency is key in communicating facts around index case3 Rapid increase of EVD and peak transmission: manage fear and panic while addressing misconceptions. May need to re-adapt initial objectives at this stage.4 Decrease in EVD and eventual resolution: Re-emphasise preventive measures.

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Key messages for PhPre-event:

– Infection prevention– Signs and symptoms of EVD– Promote EVD call centre number: 711 1001/02– Address misperceptions and stigmas

Introduction of EVD/Rapid increase/Peak Transmission:– Get to a health facility if sick with EVD symptoms– Care and treatment increases the chance for survival and can reduce

transmission to others– Promote safe funeral and burial practices– Condom use for convalescent men – Support and provide accepting environment for Survivors

Decrease in EVD/Eventual resolution:– Emphasise that recovered people are no longer infectious– Condom use for convalescent men – Promote unity, cooperation and hope to fight against EVD

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Opportunities for Risk Communication in PH• Total Adult Literacy Rate (2012) 95.4%• Risk communications already initiated• Strong communication networks, for eg.

36% internet penetration rates, high social media usage

• Media engaged in the issue• Administrative Order on risk

communications [currently in draft]

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Further Reading

1. www.wpro.who.int/emerging_diseases/documents/docs/APSEDTechnicalPapers03Sep10Final.pdf

2. www.fsnnetwork.org/sites/default/files/resource_uploads/dbc_english.pdf

3. www.who.int/csr/resources/publications/WHO_CDS_2005_32web.pdf

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RISK COMMUNICATIONS:Communicating RISKnotPANIC

DECEMBER 2014