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Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Avian Influenza Behaviour ChangeBaseline Study: Vietnam and Cambodia
June 2008
Prepared for
AED
Kay Engelhardt, TNS Vietnam
Daniel Lindgren, TNS Regional
Page 2Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008 2
IntroductionBackground & method
The Mind-set Barometer
KAP indicators Vietnam
KAP indicators Cambodia
USAID KAP indicators
Program Effectiveness Index Benchmarking
Barriers to preventative behavior
Media usage
Recommendations
Annex
In response to the need for Avian Influenza (AI) prevention, AED is planning to conduct behavioural change communication activities in Vietnam, Cambodia and Laos mainly targeted to backyard poultry farmers and small commercial poultry farmers.
Research was needed to gain insight and information for developing communication strategy. AED also needed to establish baseline measures for a number of pre- determined KAP indicators. These will later be monitored over time.
This report represent the baseline result for Sector 3 & 4 farmers across 10 provinces and 20 districts in the three countries. The focus is on KAP indicators, the overall mindset of beneficiaries, barriers to AI prevention behavior and media behavior.
Page 3Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Background &Method
Page 4Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
BackgroundThe study design includes both a qualitative and quantitative assessment to allow for a detailed assessment of attitudes and behaviour in relation to AI prevention as well as change barriers. The qualitative assessment is presented in a separate report focusing on to what extent AI is a concern to poultry farmers and other stakeholders. The quantitative report is more focused on KAP indicators and setting a baseline to which future communication efforts can be assessed.
As a direct measure of knowledge and behavioural change, the framework is linked to a “Mind-set Barometer”. The Mind-set Barometer is developed around the predetermined KAP (Knowledge, Attitude, Practice) indicators established by USAID. It is simply a weighted one number measure made up from all the key indicators.
Because communication will be carried out in several countries, it is important that measurements and evaluations are aligned for better consistency. The study was therefore designed to have a framework that will allow AED to benchmark its activities across countries as well as over time. Benchmarking is achieved through the incorporation of a Program Effectiveness Index (PEI) which is independently measured.
Page 5Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Research Objectives
Specific objectives include:
Baseline Stage
To highlight main concerns about AI as well as knowledge gaps (mainly through qualitative assessment)
To map results in terms of behavioral change process (Knowledge, Attitude, Practice) across countries and segments through a “Mind-set Barometer”
To determine extent of behavior compliance in relation to specific KAP indicators
To determine main barriers to AI prevention
To gain an insight into effectiveness of current AI initiatives and establish a benchmark to which future programs can be assessed
To determine how people best can gain access to information about AI
Page 6Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Research Design
Country Vietnam Cambodia* Laos
Locations
4 provinces: − Nam Dinh− Thai Binh− Nghe An− Hau Giang
3 provinces: − Kandal− Pursat− Kampot
3 provinces− Champasack− Savannakhet− Vientiane
Sample size
Backyard poultry farmers (Sector 4) N=800 N=600 N=600
Small commercial poultry farmers (Sector 3)
N=400
SamplingRandom sampling of households selecting dwelling with an interval of 3. Data collection methodFace to face, door to door interviewing using a structured questionnaire
•* Fieldwork conducted by MSD, TNS’ field partner in Cambodia.
Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Field Procedure
In each country a central briefing was conducted with the participation of:All supervisorsThe project manager and executive
All interviewers were thus personally briefed and instructed.
The instructions included:Sampling proceduresQuestion by question training on the questionnaireHow to avoid refusals to important questionsQuality control procedures
Role-play and pilot interviews were conducted to familiarize the interviewers with the questionnaire.
The pilot tests in both countries were successful and minor adjustments in the wording of a few items were implemented.
In the main field phase no major occurrences were reported.
According to TNS standard 30% of all questionnaires for each interviewer are validated.
Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Final Sample: Vietnam
Province District Commune Sector 3 – Small commercial
poultry farmers
Sector 4 – Backyard poultry farmers
Total
Nam Dinh Nam Truc Nam Giang, Nam Hung, Nam Thai
50 100 300
Truc Ninh Truc Chinh, Truc Thanh, Trung Dong
50 100
Thai Binh Dong Hung Dong Kinh, Thang Long, Trong Quan
50 100 301
Thai Thuy Thai Hung, Thuy Thanh 50 101Nghe An Dien Chau Dien Hong, Dien Lien 50 100 304
Hung Nguyen
Hung Nguyen town, Hung Tan
54 100
Hau Giang
Phung Hiep Tan Long, Hoa My, Cay Duong town
50 101 301
Chau Thanh Dong Phuoc A, Dong Thanh, Phu An, Phu Huu, Dong Phuoc
50 100
Total 404 802 1,206
Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Final Sample: Cambodia
Province District Commune Sector 4 – Backyard
poultry farmers
Total
•Kandal Kien Svay Banteay Daek, Kokir, Kokir Thum
105 210
Kaoh Thum Chheu Khmau, Preaek Chrey, Sampov Lun
105
•Pursat Kandieng Anlong Vil, Kandieng, Svay Luong
105 210
Bakan Ou Ta Paong, Svay Doun Kaev, Trapeang Chong
105
•Kampot Kampot Chum Kriel, Trapeang Pring, Trapeang Sangkee
105 209
Bantheay Meas Bantheay Meas Khang Kaeut, Samraong Kraom, Samraong Leu
104
Total interviews 629
Page 10Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Main decision maker for poultry in the family
Females overall and children in Cambodia are facing a greater risk of contracting AI as they are mainly responsible for handling the poultry.
2
24
45
29
3
8
58
31
3
9
50
37
0 10 20 30 40 50 60 70
Other person
Child
Female household head
Male household head
Vietnam sector 3
Vietnam sector 4
Cambodia
Laos
Page 11Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Awareness of AI and AI programs
Awareness of AI and related programs is overwhelming with nearly 100%.
AI Awareness
100100100 1009898
0
20
40
60
80
100
VietnamSector 3
VietnamSector 4
CambodiaSector 4
Laos Sector4
Aware of AISeen AI initiative
Page 12Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
The Mind-set Barometer
Quick overview of KAP results
Page 13Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
KAP Questions
In line with previous research and building upon indicators set by USAID, a total of 6 key questions were used as a basis for the Mind-set Barometer. Each question addresses a specific knowledge and behavioral change issue and has been weighted:
Weight Key Questions Correct Answer
10 Identifying a possible outbreak of AI
Sudden and massive death in poultry
10 AI sign in humans Fever, Difficulty breathing, Cough, Muscle ache, Head ache, Sore throat
10 To whom an AI outbreak should be reported
Animal health worker , Village head, Agricultural extension worker, Local authority,
Cluster head, District office, Unit head, Animal raising authorities,
Person of authority non-political, People’s committee (Vietnam only),
Head of Hamlet (Vietnam only), Village policeman (Vietnam only)
10 Action to take with AI victims Bring to them to a health facility
30Knowledge about and Practice of ways to decrease risk of AI in poultry
Vaccinate poultry against AI, Keep in fenced area or pen, Separate chickens and ducks, Keep new poultry separate for 2 weeks, Wash hands with soap before and after handling poultry, Change clothes when coming from other farm or market, Keep visitors away from your poultry, Store manure/ fertilizer from other farm for 3 weeks
30Knowledge about and Practice of ways to decrease risk of AI in humans
Wash hands with soap before and after handling poultry, Wash hand with soap before cooking, Change and wash clothes after handling poultry, Do not let children handle poultry or eggs, Do not eat duck or geese blood pudding, Do not eat under cooked poultry or eggs, Don’t eat poultry that has fallen dead, Burn and bury dead poultry
Page 14Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Mind-set Barometer
Behavioral change without the right mind-set may be short lived without a sustainable outcome. In accordance with the KAP concept, behavioral change must be supported by knowledge as well as the desired attitude.
•Positive•Achieved Goal
•Neutral•Developing Positive
•Negative•High Risk Attention
Knowledge
Attitude
Behavior
Naive
Denial
Developed
Engaged
PreventativeHigh Risk
Result from the KAP are converted into a weighted 0-200 barometer score
The “Mind-set Barometer” provides a quick overview of peoples’ mental state and adopted behavior. It pin- points where critical situations exist as well as monitoring development over time.
KAP weight
25%
25%
50%
Page 15Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Mind-set Distribution
Thrivers Strivers Survivors
Identify success
Develop & improve
Push
Educate
Follow up
Reinforce behavior
Improve program reach
Identify and overcome barriers
Educate
Have the required knowledge and are
building towards behavioral change
Desired behavior is present but it is not
supported by knowledge and / or
attitude
Neither the desired knowledge nor behavior
is in place.
STR
ATE
GY
SIT
UA
TIO
N
Beneficiaries can be divided into three groups based on their developmental stage: Thrivers, Strivers and Survivors. Because of their different situation, variation to event strategy is required. For thrivers we can push forward whereas strivers and survivors require more education to build knowledge.
Page 16Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Overall Behavioral Change
Mind-set Barometer
109
93
117
80
90
100
110
120
130
Vietnam Cambodia Laos
Sector 4 Sector 3
Mind-set Distribution
38 289
2124
11
41 48
80
0%
20%
40%
60%
80%
100%
VietnamSector 3
VietnamSector 4
CambodiaSector 4
Laos Sector4
SurvivorsStriversThrivers
Situation:Given that there have been AI initiatives taking place in Vietnam and most people are aware of them, it is not surprising to see Sector 3 Farmers with a higher barometer score (117) compared to backyard poultry (Sector 4) farmers (109). However, the scores are relatively low and both groups have significant proportion of people who are at risk with poorly developed awareness and not engaging in preventative behavior.
Strong educational focus is needed, especially on preventative methods for how to protect poultry and ones family from potentially contracting AI. Effective use of messages should be considered.
Page 17Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Vietnam Sector 3 Mind-set Barometer Score
Situation:Looking across subgroup it can be seen that smaller Sector 3 farmers face higher risks together with those who involve children in looking after the poultry business. Not surprisingly perhaps, those with lower education are at higher risk. On the positive side it can be seen that media has a positive effect on those watching TV and listening to radio regularly.
Segment Sample size % Sector 3
Barometer scoreOverall 405 100 117
Number of poultryLess than 50 174 43 105
50-99 poultry 125 31 125
100+ poultry 105 26 126
MediaTV watchers 352 75 121
Radio listeners 72 15 129
No media consumption 46 10 87
EducationNo formal education / primary school 70 17 87
Secondary school 204 50 123
High school or higher 130 32 122
Mainly responsible for poultryMale household head 151 38 120
Female household head 203 50 118
Children in the household 38 9 103
Other person 13 3 na
Page 18Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Mind-set Barometer Score by Segment
Situation:Sector 4 farmers also face higher risks amongst those who involve children in looking after poultry, although this is a relatively small group. Those with lower education face higher risk. Again, media has a positive effect and those listening regularly to radio and watching TV have a much more developed mind-set.
Segment Sample size % Sector 4
Barometer scoreOverall 802 100 109
Number of poultry5-19 poultry 799 100 109
20-50 poultry 2 0 na
50-99 poultry 1 0 na
MediaTV watchers 709 78 113
Radio listeners 109 12 117
No media consumption 86 10 84
EducationNo formal education / primary school 149 19 88
Secondary school 464 58 113
High school or higher 189 24 116
Mainly responsible for poultryMale household head 252 31 109
Female household head 464 58 112
Children in the household 66 8 96
Other person 20 2 na
Page 19Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Mind-set Barometer Score by Segment
Situation:Cambodia has a very uniform result. Unlike Vietnam, TV and Radio media does not appear to have played a major role in contributing to behavioral change. More children are responsible for handling the poultry.
Segment Sample size % Cambodia
Sector 4Sample
size % Laos Sector 4
Overall 629 100 93Number of poultry5-19 poultry 479 76 93
20-50 poultry 150 24 95
50-99 poultry 0 0
MediaTV watchers 269 43 98
Radio listeners 220 35 96
No media consumption 268 43 89
EducationNo formal education / primary school 345 55 90Secondary school 192 31 96High school or higher 92 15 102Mainly responsible for poultryMale household head 183 29 92Female household head 283 45 91Children in the household 153 24 99Other person 10 2 na
Page 20Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008Base: All
Sector 4 80 Chau Thanh 82 Phung Hiep 79
Sector 3 86 Chau Thanh 88 Phung Hiep 84
Hau Giang
Mind-set Barometer Vietnam by Region
Sector 4 125 Nam Truc 127 Truc Ninh 123
Sector 3 143 Nam Truc 149 Truc Ninh 137
Nam Dinh
Sector 4 119 Dong Hung 119 Thai Thuy 118
Sector 3 124 Dong Hung 122 Thai Thuy 126
Thai Binh
Sector 4 114 Dien Chau 107 Hung Nguyen 121
Sector 3 115 Dien Chau 107 Hung Nguyen 122
Nghe An
Situation:There are clear regional differences. Hau Giang in particular has a significantly lower barometer score for both sectors. Sector 3 is also somewhat weaker than average in Nghe An. Nam Dihh on the other hand is doing much better, especially Sector 3 Farmers.
Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Mind-set Barometer Cambodia (Sector 4)
KrongKep
OtdarMean Chey
BanteayMean Chey
Battambang
PursatKg. Chhnang
Paillin
Siem Reap
Kg. Thom
Preah Vihear
Kg. Cham
Kratie
SvayRieng
Prey VengKohKong
KampotTakeo
Kg. Spue
Kandal
StoeungTreng Rattanak Kiri
MondulKiri
KrongKep
OtdarMean Chey
BanteayMean Chey
Battambang
PursatKg. Chhnang
Paillin
Siem Reap
Kg. Thom
Preah Vihear
Kg. Cham
Kratie
SvayRieng
Prey VengKohKong
KampotTakeo
Kg. Spue
Kandal
StoeungTreng
Rattanak Kiri
MondulKiri
Sector 4 92 Kandieng 92 Bakan 91
Pursat
Sector 4 94 Kampot 95 Banteay Meas 93
Kampot
Sector 4 94 Kaoh Thom 93 Kien Svay 96
Kandal
Page 22Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
KAP Indicators Vietnam:
Sector 3 & 4 farmers
Page 23Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Overview of KAP Measurement Questions
Unprompted questions about AI knowledge- Yes- No
To what extent do you yourself believe this is true?- Extremely serious / Very necessary / Definitively- Serious / Necessary / Probably- Not so serious / not really / probably not or not sure
Unprompted questions about preventative action taken- Have done- Could do- Not done
Knowledge
Attitude
Practice
Page 24Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Vietnam: Knowledge , I significantly lower knowledge in Sector 4 farmers and need to build knowledge on symptoms in humans beyond fever
72
41
25
11
9
49
67
31
33
21
8
6
38
58
0 20 40 60 80
Sudden, massive death of poultry
Fever
Difficulty breathing
Cough
Head ache
Muscle ache
Sore throat
Sector 3(n=404)
Sector 4(n=802)
Vietnam (total), Sector 4: n=802, sampling error: +/- 3.5% (max), unprompted
Sector 3: n=404, sampling error: +/- 4.9% (max), unprompted
K1. Events to report as AI outbreak
K2. AI symptoms in humans
%
Page 25Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Vietnam: Knowledge, II Good level of knowledge in these areas
83
84
73
14
86
17
0 20 40 60 80 100
Animal health worker
Village head
Bring to a healthfacility
Sector 3(n=404)
Sector 4(n=802)
Vietnam (total), Sector 4: n=802, sampling error: +/- 3.5% (max),
Sector 3: n=404, sampling error: +/- 4.9% (max)
K3. Persons to report to
K4. Actions when someone has AI
%
Page 26Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Vietnam: Knowledge (risk prevention poultry), III vaccinations may create a false sense of security as it is the only action considered by most
85
28
25
13
12
10
6
4
28
24
11
10
11
8
5
76
0 20 40 60 80 100
Vaccinate poultry
Wash hands when handling poultry
Keep in fenced area/pen
Change clothes
Separate chickens & ducks
Seperate new poultry
Keep visitors away
Store manure/fertilizer
Sector 3(n=404)
Sector 4(n=802)
K5. Actions to reduce AI risks in poultry
%
Vietnam (total), Sector 4: n=802, sampling error: +/- 3.5% (max),
Sector 3: n=404, sampling error: +/- 4.9% (max)
Page 27Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Vietnam: Knowledge (risk prevention: humans), IV need for further awareness building across all areas
53
52
33
33
33
17
14
11
48
27
31
31
18
14
14
54
0 10 20 30 40 50 60
Don’t eat dead poultry
Wash hands when handling poultry
Burn and bury dead poultry
Don’t eat poultry blood
Don’t eat under cooked poultry
Wash hand before cooking
Don’t let children handle poultry
Change and wash clothes
Sector 3(n=404)
Sector 4(n=802)
K6. Actions to reduce AI risks in humans
%
Vietnam (total), Sector 4: n=802, sampling error: +/- 3.5% (max),
Sector 3: n=404, sampling error: +/- 4.9% (max)
Page 28Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Vietnam: Attitude (Top Box), I no attitude barriers in these areas
89
83
89
81
80
92
88
96
0 20 40 60 80 100
Sudden and massivedeath of poultry
A family member hasAI symptoms
Reportsudden/massivedeath of poultry
Take someone to ahealth facility if theyhave AI symptoms
Sector 3 Sector 4Vietnam (total), Sector 4: n=802, sampling error: +/- 3.5% (max),
Sector 3: n=404, sampling error: +/- 4.9% (max)
Top rating = Extremely serious/ Definitely
A1. Seriousness of events (“extremely serious”)
A2. Likelihood to take actions (“definitely”)
%
Page 29Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Vietnam: Attitude (Top Box), II the emphasis on vaccination means other, simple, actions are almost ignored and may have long term ramifications
91
66
53
52
48
48
45
65
50
43
43
40
42
3937
84
0 20 40 60 80 100
Vaccinate poultry
Wash hands when handling poultry
Keep poultry in fenced areas
Separate new poultry
Keep visitors away
Separate chickens & ducks
Change clothes
Store manure/ fertilizer
Sector 3 Sector 4
A3. Belief in preventive actions for poultry (“very necessary”)
%
Vietnam (total), Sector 4: n=802, sampling error: +/- 3.5% (max),
Sector 3: n=404, sampling error: +/- 4.9% (max)
Top rating = Very necessary
Page 30Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Vietnam: Attitude (Top Box), III relatively low levels of attitudes are to some extent a reflection of low awareness levels, strong need to emphasize protection of children
82
77
77
71
70
51
84
78
73
70
56
42
60
61
70
60
0 20 40 60 80 100
Wash hands when handling poultry
Don’t eat sick/dead poultry
Don’t eat under cooked poultry
Don’t eat poultry blood
Burn and bury dead poultry
Don’t let children handle poultry
Wash hand before cooking
Change and wash clothes
Sector 3 Sector 4
A4. Belief in preventive actions for humans (“very necessary”)
%
Vietnam (total), Sector 4: n=802, sampling error: +/- 3.5% (max),
Sector 3: n=404, sampling error: +/- 4.9% (max)
Top rating = Very necessary
Page 31Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Vietnam: Behavior to protect poultry (unprompted) besides vaccination only few actions top of mind in both Sector 3+4
92
38
35
17
17
11
10
7
82
39
32
11
11
9
11
6
0 20 40 60 80 100
Vaccinate poultry
Wash hands when handling poultry
Keep poultry in fenced areas/pen
Separate new poultry
Separate chickens & ducks
Keep visitors away
Change clothes
Store manure/ fertilizer
Sector 3(n=404)
Sector 4(n=802)
B1a. Activities performed to protect poultry (unprompted)
%
Vietnam (total), Sector 4: n=802, sampling error: +/- 3.5% (max),
Sector 3: n=404, sampling error: +/- 4.9% (max)
Page 32Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Vietnam: Behavior to protect humans (unprompted) strong need to create behavioral change for human protection
68
57
40
38
34
30
17
15
64
55
39
34
32
27
16
12
0 20 40 60 80 100
Wash hands when handling poultry
Don’t eat dead poultry
Don’t eat under cooked poultry
Burn and bury dead poultry
Don’t eat poultry blood
Wash hand before cooking
Don’t let children handle poultry
Change and wash clothes
Sector 3(n=404)
Sector 4(n=802)
B2a. Activities performed to protect humans (unprompted)
%
Vietnam (total), Sector 4: n=802, sampling error: +/- 3.5% (max),
Sector 3: n=404, sampling error: +/- 4.9% (max)
Page 33Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Vietnam: Behavior to protect poultry (prompted) even when asked prompted it is clear that many preventative actions are not done
96
68
58
41
40
33
32
20
88
73
52
34
28
31
31
17
0 20 40 60 80 100
Vaccinate poultry
Wash hands when handling poultry
Keep poultry in fenced areas/pen
Separate new poultry
Separate chickens & ducks
Change clothes
Keep visitors away
Store manure/ fertilizer
Sector 3(n=402)
Sector 4(n=789)
B1d. Activities performed to protect poultry (prompted)
%
Vietnam (total), Sector 4: n=802, sampling error: +/- 3.5% (max),
Sector 3: n=404, sampling error: +/- 4.9% (max)
Page 34Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Vietnam: Behavior to protect humans (prompted) Again, prompted behavior still show large gaps in behavior
87
84
74
70
66
56
44
37
86
83
75
71
62
60
45
36
0 20 40 60 80 100
Wash hands when handling poultry
Don’t eat dead poultry
Don’t eat under cooked poultry
Don’t eat poultry blood
Burn and bury dead poultry
Wash hand before cooking
Don’t let children handle poultry
Change and wash clothes
Sector 3(n=403)
Sector 4(n=801)
B2d. Activities performed to protect humans (prompted)
%
Vietnam (total), Sector 4: n=802, sampling error: +/- 3.5% (max),
Sector 3: n=404, sampling error: +/- 4.9% (max)
Page 35Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Vietnam Sector 4: Other preventative measures In terms of other preventative methods most have been focused around protecting poultry (26% overall) as opposed to humans (18%).
•B4a. Things done to protect poultry (unlisted actions), n=209
•B4b. Things done to protect humans (unlisted actions), n=142
5944
2129
24
1767
4130
204
2314
918
98
525
125
23
0 10 20 30 40 50 60 70 80 90 100
Nett PenKeep pen/breeding facilities clean
Spread lime powder or disinfectant around penNett Treatment/ remedies
Give medicine to the poultry/ Disinfect with medicineNett Feeding
Mixed food and medicine for poultryFeed poultry with clean food
Nett Other
Nett WearingWear mask when dealing with poultryWear gloves when contacting poultry
Put on bootsNett Stay away
Keep people away from the poultryStay away from sick poultry
Nett PenKeep pen away from house
Keep pen/breeding facilities cleanSpread lime powder or disinfectant around pen
Nett OtherEat hygienic food
Dont eat poultry that have diseases
Vietnam (total), Sector 4
%
26%
18%
Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Summary: KAP Vietnam
Overall there is significantly lower knowledge about Avian Influenza for Sector 4 farmers.
Knowledge and attitude towards reporting of AI and taking a AI victim to a health facility is relatively high and well established.
Knowledge about AI symptoms in humans is limited to fever with little awareness about other symptoms.
The provision of vaccinations may create a false sense of security as it is the only preventative action considered by most. The focus onvaccination leads to the neglect of other preventative actions and a certain carelessness.
Generally, sector 4 farmers take more action to protect themselves rather than the poultry itself but compliance is generally low across all actions.
Page 37Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
KAP Indicators Cambodia
Sector 4 farmers
Page 38Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Cambodia: Knowledge , I Critical gaps in knowledge about symptoms in humans including fever.
42
19
15
15
5
2
83
36
63
38
0 20 40 60 80 100
Sudden and massive death of poultry
Fever
Cough
Difficulty breathing
Head ache
Muscle ache
Sore throat
Village head
Animal health worker
Bring to them to a health facility
K1. Events to report as AI outbreak
K2. AI symptoms in humans
K3. Persons to report to
K4. Actions when someone has AI
Cambodia (total), Sector 4: n=629, sampling error: +/- 3.9% (max)
%
Page 39Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
3530
25
91
057
2020
1917
11
18
22
3
0 10 20 30 40 50 60 70 80 90 100
Keep in fenced area/penSeparate chickens & ducks
Wash hands when handling poultrySeperate new poultry
Vaccinate poultryKeep visitors away
Change clothes Wash hands when handling poultry
Burn and bury dead poultryWash hand before cooking
Don’t eat dead poultryDon’t eat under cooked poultry
Don’t let children handle poultryChange and wash clothes
Store manure/fertilizer Don’t eat poultry blood
K5. Actions to reduce AI risk in poultry
K6. Actions to reduce AI risk in humans
Cambodia (total), Sector 4: n=629, sampling error: +/- 3.9% (max)
%
Cambodia: Knowledge, II Knowledge about preventative behaviors relatively low
Page 40Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Cambodia: Attitudes (Top Box), I Preventative behaviors for poultry are not supported by attitude and could be a warning sign
85
69
83
83
83
67
61
60
56
39
36
30
0 20 40 60 80 100
A family member has AI symptomsSudden and massive death of poultry
Report sudden/massive death of poultryTake someone with AI symptoms to hospital
Wash hands when handling poultryVaccinate poultry
Separate chickens & ducksSeparate new poultry
Keep poultry in fenced areas Keep visitors away
Change clothesStore manure/ fertilizer
A1. Seriousness of events
A3. Belief in preventive actions for poultry
A2. Likelihood to take actions
Cambodia (total), Sector 4: n=629, sampling error: +/- 3.9% (max)
Top rating = Extremely serious/ Definitely/ Very necessary
%
Page 41Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
92
84
83
82
79
74
66
48
0 20 40 60 80 100
Wash hands when handling poultry
Wash hand before cooking
Don’t eat under cooked poultry
Don’t eat sick/dead poultry
Burn and bury dead poultry
Don’t let children handle poultry
Don’t eat poultry blood
Change and wash clothes
A4. Belief in preventive actions for humans
Cambodia (total), Sector 4: n=629, sampling error: +/- 3.9% (max)
Top rating = Very necessary
%
Cambodia: Attitudes (Top Box), II Attitudes towards preventative behaviors regarding AI in humans are relatively higher.
Page 42Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
35
28
25
15
3
1
0
59
24
19
18
18
16
5
2
0 10 20 30 40 50 60 70 80 90 100
Keep poultry in fenced areas/penSeparate chickens & ducks
Wash hands when handling poultrySeparate new poultry
Keep visitors awayChange clothes
Store manure/ fertilizerWash hands when handling poultry
Wash hand before cookingDon’t eat under cooked poultry
Burn and bury dead poultryDon’t let children handle poultry
Don’t eat dead poultryChange and wash clothes
Don’t eat poultry blood
B1a. Things currently done to protect poultry (unprompted)
B2a. Things currently done to protect humans (unprompted)
Cambodia (total), Sector 4: n=629, sampling error: +/- 3.9% (max)
%
Cambodia: protective behavior (unprompted) preventative behaviors are not top of mind and therefore also not reflected in behavior
Page 43Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
93
62
60
46
45
42
30
91
86
85
84
81
81
70
44
0 20 40 60 80 100
Wash hands when handling poultrySeparate chickens & ducks
Keep poultry in fenced areas/penSeparate new poultry
Change clothesKeep visitors away
Store manure/ fertilizerWash hands when handling poultry
Don’t eat under cooked poultryBurn and bury dead poultry
Don’t eat dead poultryWash hand before cooking
Don’t let children handle poultryDon’t eat poultry blood
Change and wash clothes
B1d. Things currently done to protect poultry (prompted)
B2d. Things currently done to protect humans (prompted)
Cambodia (total), Sector 4: n=629, sampling error: +/- 3.9% (max)%
Cambodia: protective behavior (prompted) If farmers really are doing some of this, the behavior is not supported by knowledge and means consistency in behavior may not be there.
Page 44Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
•B4a. Things done to protect poultry (unlisted actions), n=269
•B4b. Things done to protect humans (unlisted actions), n=345
7068
256
95
37
53
8985
3511
53
25
333
1618
11
0 20 40 60 80 100
Nett PenKeep pen/breeding facilities clean
Nett Treatment/ remediesGive medicine to the poultry/ Disinfect
Vaccinate poultryNett Bury/ burn/Destroy
Burn or bury poultry faecesBury or Burn feathers
Bury/ burn dead poultryNett Feeding
Mixed food and medicine for poultryNett Other
Nett WearingWear mask when dealing with poultryWear gloves when contacting poultry
Nett Cleansing/ WashingClean the tools with soap/detergent
Nett PenKeep pen/breeding facilities clean
Keep pen away from houseNett Bury/ burn/Destroy
Bury or Burn feathersNett Stay away
Stay away from sick poultry
Cambodia (total), Sector 4
%
Cambodia: additional protective behaviors Keeping cage clean and wearing protection when slaughtering are the most common additional protective actions.
42%
55%
Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Summary: KAP Cambodia
Knowledge about Avian Influenza in general is significantly lower compared to Vietnam.
When prompted, farmers have a belief in the necessity of preventative measures, especially for humans. However, most of these behaviors are not performed, at least not knowingly.
The only area with relatively high awareness, knowledge and practices is the area of washing hands after handling poultry.
Preventative behaviour in Cambodia is focused on human health, while preventions to protect poultry is very low.
Page 46Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
USAID KAP Indicators
Page 47Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Summary USAID Indicators 1 - 4
The indicators are set out according to the USAID standard and are summarized in the tables following. Note that indicator 5 and 6 are represented on both Knowledge and Practice. All questions were asked in an unprompted format.
Key Questions
(unprompted)
Vietnam Sector 3
%
Vietnam Sector 4
%
Cambodia Sector 4
%
Laos Sector 4
%
K1 Identifying a possible outbreak of AI (massive and rapid death of poultry) 58 49 42
K2 AI sign in humans (at least 3 correct answers) 48 34 15
K3 To whom an AI outbreak should be reported (only correct answers counted) 86 77 89
K4 Action to take with AI victims (take to health facility) 84 86 63
K5 Knowledge about ways to decrease AI in poultry (at least one activity) 88 86 65
K6 Knowledge about ways to decrease AI in humans (at least one activity) 82 82 75
K5 Action taken to decrease AI in poultry (at least one activity) 94 90 57
K6 Action taken to decrease AI in humans (at least one activity) 86 87 79
Page 48Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Summary USAID Indicators 5 – 6 (Knowledge)
K5Knowledge about ways to decrease AI in
poultry
(unprompted)
Vietnam Sector 3
%
Vietnam Sector 4
%
Cambodia Sector 4
%
Laos Sector 4
%1 Vaccinate poultry against AI 85 76 92 Keep in fenced area or pen 25 24 353 Separate chickens and ducks 12 10 304 Keep new poultry separate for 2 weeks 10 11 185 Wash hands with soap before handling poultry 28 28 256 Change clothes when coming from other farm 13 11 <17 Keep visitors away from your poultry 6 8 18 Store manure from other farm for 3 weeks 4 5 1
K6 Knowledge about ways to decrease AI in humans % % % %
1 Wash hands with soap after handling poultry 52 48 572 Wash hand with soap before cooking 17 18 203 Change and wash clothes after handling poultry 11 14 34 Do not let children handle poultry or eggs 14 14 175 Do not eat duck or geese blood pudding 33 31 16 Do not eat under cooked poultry or eggs 33 31 197 Don’t eat poultry that has fallen dead 53 54 208 Burn and bury dead poultry 33 27 22
Page 49Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Summary USAID Indicators 5 – 6 (Practice)
K5Action taken to decrease AI in poultry
(unprompted)
Vietnam Sector 3
%
Vietnam Sector 4
%
Cambodia Sector 4
%
Laos Sector 4
%1 Vaccinate poultry against AI 92 82 na2 Keep in fenced area or pen 35 32 353 Separate chickens and ducks 17 11 284 Keep new poultry separate for 2 weeks 17 11 155 Wash hands with soap before handling poultry 38 39 256 Change clothes when coming from other farm 10 11 17 Keep visitors away from your poultry 11 9 38 Store manure from other farm for 3 weeks 7 6 <1
K6 Action taken to decrease AI in humans % % % %
1 Wash hands with soap after handling poultry 68 64 592 Wash hand with soap before cooking 30 27 243 Change and wash clothes after handling poultry 15 12 54 Do not let children handle poultry or eggs 17 16 185 Do not eat duck or geese blood pudding 34 32 26 Do not eat under cooked poultry or eggs 40 39 197 Don’t eat poultry that has fallen dead 57 55 168 Burn and bury dead poultry 38 34 18
Page 50Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Program Effectiveness Index
Benchmarking program performance
Page 51Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Program Effectiveness Index (PEI)A 5-dimension indicator for perceived performance of past and current programs and initiatives as rated by the receiving communities.
It should be noted that whilst AED has not launched its program yet other initiatives have taken place and so the current measure is really a benchmark of the situation at hand and not an evaluation of AED per se.
• •Overall program success
• •Overall quality of •communication
•Program•Effectiveness
•Index• •Favorable opinion
•towards the program
• •Trust in what is being •communicated
•“•weak•“ •“•strong"•Perception development
•Overall effort behind the •program
•Effective Engagement •Emotional Engagement
• •Overall program success
• •Overall quality of •communication
ProgramEffectiveness
Index• •Favorable opinion
•towards the program
• •Trust in what is being •communicated
•“•weak•“ •“•strong"•Perception development
Overall effort behind the program
Effective Engagement Emotional Engagement
Being practical and using the right channels
Building trust, credibility and relevance
Creating awareness and being visible
Page 52Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Performance Effectiveness Index Questions
1. How do you rate the overall effort behind AI?Excellent – very good – good – fair - poor
2. How favourable is your opinion about AI prevention?Extremely favourable - very favourable - fairly favourable - not very favourable - not favourable at all
3. How much do you believe you can trust what is being communicated in relation to AI? Definitely - probably - fairly likely - probably not - definitely not
4. How do you rate overall success achieved by AI initiatives ?Excellent – very good – good – fair - poor
5. How do you rate the quality of what is being communicated about AI? Excellent – very good – good – fair - poor
Page 53Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Effective Engagement
Emotional Engagement
Program Effectiveness Index Component by Country
3
3.5
4
4.5
5
Effort Favorability Trust Success Quality
Ave
rage
rat
ing
scor
e
Vietnam S3Vietnam S4CambodiaLaos
Comment:Emotional engagement is high especially on the trust dimension and may result from many people having experienced or seen first hand the effects of AI. Hence they are also favorable to the program and trust the communication. However, in Vietnam poultry farmers don’t see enough effort behind the program and hence, overall quality of the program is rated lower. It is possible that some farmers may doubt the vaccination program. Both Vietnam and Cambodia score low on success.
Effort
Page 54Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Program Effectiveness Index (PEI)
Comment:Cambodia has achieved a significantly higher PEI compared to Vietnam. In Vietnam the AI initiative has been very focused on poultry vaccinations but this has not been the case in Cambodia. It is interesting to note that whilst Cambodia has a higher PEI the Barometer score is lower. It may be that Sector 4 farmers started from a lower base in which case an increase in the index should be seen over time. Alternatively, the program is not covering all the essential components that make up the barometer score.
Program Effectiveness Index (PEI)Program Effectiveness Index by Country
40
60
80
100
120
140
VietnamSector 3
VietnamSector 4
CambodiaSector 4
Laos Sector 4
PEI and Mind-set Barometer by Country
40
60
80
100
120
140
VietnamSector 3
VietnamSector 4
CambodiaSector 4
Laos Sector 4
40
60
80
100
120
140
PEI Mind-set Barometer
93 89
10993 89
10993
109117
Page 55Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
PEI by Province
Situation:Overall the PEI is fairly consistent across provinces except for Hau Giang in Vietnam where program effectiveness is significantly lower.
Segment
Vietnam Sector 3 Total Nam Dinh Nghe An Thai Binh Hau Giang
Awareness of AI (%) 100 100 100 100 100
Program Effectiveness B-Mark 93 99 102 101 84
Vietnam Sector 4 Total Nam Dinh Nghe An Thai Binh Hau Giang
Awareness of AI (%) 100 100 100 100 100
Program Effectiveness B-Mark 89 95 90 89 85
Cambodia Sector 4 Total Kandal Pursat Kampot
Awareness of AI (%) 100 100 100 100
Program Effectiveness B-Mark 109 108 106 111
Laos Sector 4 Total Champasack Savannakhet Vientiane
Awareness of AI (%)
Program Effectiveness B-Mark
Page 56Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Barriers to preventative behavior
Based on those who don’t practice preventative behavior
Page 57Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Action Barriers (protecting poultry): Sector 3 Vietnam High levels of unawareness and disbelief in protective behaviours
12
6
4
4
3
3
8
8
24
23
24
28
25
26
38
39
18
29
36
32
40
41
32
32
46
42
37
37
32
30
22
21
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Vaccinate my poultry against AI,n=33
Change clothes when comingfrom other farm or market, n=365
Store manure/ fertilizer from otherfarm for 3 weeks, n=374
Wash hands with soap before andafter handling poultry, n=251
Keep new poultry separate for 2weeks, n=334
Keep visitors away from yourpoultry, n=359
Separate chickens and ducks,n=262
Keep poultry in a fenced area orpen, n=262
Cannot afford to do it Too much trouble They were not aware of this action They don't believe it will help to prevent bird flu
Vietnam (total), Sector 3: FILTER: only farmers, not practicing these behaviors
Page 58Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Action Barriers (protecting humans): Sector 3, Vietnam Money is not a major issue but attitude and awareness
5
7
4
2
5
3
7
6
17
17
12
14
30
15
36
37
31
31
40
42
29
48
30
34
47
45
44
42
36
34
27
23
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Don't eat sick or deal poultry, n=174
Burn and bury dead poultry, n=251
Do not eat under cooked poultry or eggs, n=244
Do not eat duck or geese blood pudding, n=266
Wash hands with soap before and after handlingpoultry, n=129
Do not let children handle poultry or eggs, n=337
Wash hand with soap before cooking, n=284
Change and wash clothes after handling poultry,n=344
Cost too much money Too much troubleThey were not aware ot this action They don't believe it will help to prevent bird flu
Vietnam (total), Sector 3: FILTER: only farmers, not practicing these behaviors
Page 61Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Action Barriers (protecting poultry): Sector 4 Cambodia Money is a bigger issue in Cambodia
14
14
11
12
22
21
16
23
27
24
24
37
27
26
26
34
27
23
44
38
37
30
27
20
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Store manure/ fertilizerfrom other farm for 3
weeks, n=627
Change clothes whencoming from other farm or
market, n=621
Wash hands with soapbefore and after handling
poultry, n=473
Keep new poultry separatefor 2 weeks, n=538
Keep visitors away fromyour poultry, n=610
Separate chickens andducks, n=412
Cannot afford to do it Too much troubleThey were not aware of this action They don't believe it will help to prevent bird flu
Cambodia (total), Sector 4: FILTER: only farmers, not practicing these behaviors
Page 62Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Action Barriers (protecting humans): Sector 4, Cambodia There is a great need for attitude change
12
5
11
1
1
4
8
17
22
18
19
31
30
34
23
27
24
36
31
32
25
48
47
47
44
37
34
33
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Don't eat sick or dealpoultry, n=531
Do not eat under cookedpoultry or eggs, n=511
Burn and bury dead poultry,n=514
Do not eat duck or geeseblood pudding, n=614
Do not let children handlepoultry or eggs, n=518
Change and wash clothesafter handling poultry, n=597
Wash hand with soap beforecooking, n=479
Cost too much money Too much trouble They were not aware ot this action They don't believe it will help to prevent bird flu
Cambodia (total), Sector 4: FILTER: only farmers, not practicing these behaviors
Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Summary: Barriers
Overall, money is not a large barrier but awareness and attitude. Money is to some extent a greater barrier in Cambodia for protecting poultry. For Vietnam, vaccinations have a high cost barrier for Sector 4 farmers.
The biggest challenge for human protection is building knowledge and changing beliefs. It is clear that a lot can be achieved simply by raising awareness, especially in Vietnam. Cambodia is in more need of anattitude change.
Page 64Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Media Usage
Penetration, consumption and type of programs
Page 65Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Media penetration in households Television available in most households in Vietnam whereas Cambodia has higher penetration for radio
Sector 3 Vietnam Vietnam Cambodia
Television 98 98 70Radio 32 31 61Newspapers/ magazines 16 11 2Internet 1 1 0None of the above 2 1 12
Sector 4 Unit: %
Vietnam sector 3: n=404, sampling error: +/- 4.9% (max) Vietnam sector 4: n=802, sampling error: +/- 3.5% (max)
Cambodia sector 4: n=629, sampling error: +/- 3.9% (max)
Page 66Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Media Consumption (day before) Television consumption is also much higher in Vietnam whereas in Cambodia Television and Radio are consumed in similar proportions. But 43% in Cambodia cannot be reached.
Sector 3 Vietnam Vietnam Cambodia
Television 87 88 43Radio 18 14 35Newspapers/magazine 5 2 1Internet 1 0 0None of the above 11 11 43
Sector 4 Unit: %
Vietnam sector 3: n=404, sampling error: +/- 4.9% (max) Vietnam sector 4: n=802, sampling error: +/- 3.5% (max)
Cambodia sector 4: n=629, sampling error: +/- 3.9% (max)
Page 67Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Media Consumption TV reaches most households in the evening which is normal
Sector 3 Vietnam Vietnam Cambodia
Mon-FriMorning at 5 - 8 15 13 4Morning at 8 - 11 5 7 7Noon at 11 - 14 33 29 19Afternoon at 14 - 19 19 16 26Evening at 19 - 22 95 96 82Night at 22 or later 3 4 27Not watch TV 0 0 1
Sat-SunMorning at 5 - 8 16 14 4Morning at 8 - 11 7 10 10Noon at 11 - 14 33 31 26Afternoon at 14 - 19 22 20 28Evening at 19-22 96 96 77Night at 22 or later 4 4 28Not watch TV 0 0 3
Unit: % Sector 4
Vietnam sector 3: n=395, sampling error: +/- 4.9% (max) Vietnam sector 4: n=787, sampling error: +/- 3.5% (max)
Cambodia sector 4: n=438, sampling error: +/- 4.7% (max)
Page 68Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Media Consumption Radio usage peaks in the early morning, around noon and early evening
Sector 3 Vietnam Vietnam Cambodia
Mon-FriMorning at 5 - 8 38 31 29Morning at 8 - 11 9 11 26Noon at 11 - 14 27 24 44Afternoon at 14 - 19 13 15 29Evening at 19 - 22 31 19 48Night at 22 or later 18 16 16Not listen to radio 3 9 1
Sat-SunMorning at 5 - 8 38 30 28Morning at 8 - 11 6 11 22Noon at 11 - 14 24 26 44Afternoon at 14 - 19 16 15 29Evening at 19-22 33 21 51Night at 22 or later 18 14 19Not listen to radio 3 9 1
Unit: % Sector 4
Vietnam sector 3: n=128, sampling error: +/- 8.7% (max) Vietnam sector 4: n=248, sampling error: +/- 6.2% (max)
Cambodia sector 4: n=386, sampling error: +/- 5.0% (max)
Page 69Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Media Consumption: TV News is watched by most but entertainment is more popular in Cambodia
Unit: % Sector 3 Vietnam Vietnam Cambodia
National news 95 91 80Local news 72 68 35Film/ movies/ series 69 70 81
Agricultural expansion encouraging programs (knowledge program)
35 30 28
Music 18 17 73Sports 18 13 44Comedy or game show 17 21 80Traditional soap opera 17 15 20Talk show 4 6 32Kids program 2 3 18
Sector 4
Vietnam sector 3: n=395, sampling error: +/- 4.9% (max) Vietnam sector 4: n=787, sampling error: +/- 3.5% (max)
Cambodia sector 4: n=438, sampling error: +/- 4.7% (max)
Page 70Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Media Consumption: Radio Not only do a larger proportion of people in Cambodia listen to radio, they also have a broader repertoire of programs
Sector 3 Vietnam Vietnam Cambodia
National news 81 78 84Local news 57 54 30Traditional music 20 18 46Local music 12 12 10Talk shows 12 13 55Sports 8 4 15Comedy show 6 7 53Kids program 2 2 8Pop music 1 0 75Quiz or game show 1 2 31None 5 10 0
Unit: % Sector 4
Vietnam sector 3: n=128, sampling error: +/- 8.7% (max) Vietnam sector 4: n=248, sampling error: +/- 6.2% (max)
Cambodia sector 4: n=386, sampling error: +/- 5.0% (max)
Page 71Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Media Consumption TV Channels Watched
Vietnam Total Sector 3 Sector 4 Cambodia Sector 4
VTV 3 84 83 85 TV5 PP 79VTV 1 79 79 80 TV21 CTN 68VTV 2 35 41 32 TV27 PP 52Thai Binh TV 25 25 24 TVK 45Nam Dinh TV 23 23 22 CTV9 33Nghe An TV 21 22 20 TV11 28Hau Giang TV 20 21 19 TV3 PP 25Can Tho TV 20 20 19 TVK BB 1Vinh Long TV 19 18 19 Battambang TV 1Hai Phong TV 4 6 3 Cable TV 1Hanoi TV 3 3 3Hung Yen TV 2 3 1VTC1 1 2 1HTV 7 1 1 1Ben Tre TV 1 1 1HTV 9 0 1 0Tien Giang TV 0 1Ha Tay TV 0 0 0Ca Mau TV 0 0 0Long An TV 0 0 0Thanh Hoa TV 0 0
Unit: %
Vietnam total : n=1182, sampling error: +/- 2.9% (max)
Vietnam sector 3: n=395, sampling error: +/- 4.9% (max) Vietnam sector 4: n=787, sampling error: +/- 3.5% (max)
Cambodia sector 4: n=438, sampling error: +/- 4.7% (max)
Page 72Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Media Consumption Radio Channels Listened To
Vietnam Total Sector 3 Sector 4 Cambodia Sector 4
VOV 1 48 52 47 FM 103 37Hau Giang Radio 25 26 24 FM 95 29Nam Dinh Radio 20 24 18 FM 105 26VOV 3 14 17 12 FM 93.25 26VOV 2 13 16 11 FM 102 15Vinh Long Radio 11 10 12 FM 100.5 12Hanoi Radio 5 5 5 FM 98 11Tien Giang Radio 1 2 0 FM 99 11Ca Mau Radio 1 0 1 VOA 10Thanh Hoa Radio 0 1 0 FM 88 7Ben Tre Radio 0 0 0 AM 918 6None 10 7 11 FM 96 5
FM 93.5 5RFA 5FM 91 5FM 103.25 4FM 106 4FM 90.5 4FM 97 4FM 90 3FM 99.5 2FM 104 2FM 107 1AM Battambang 1FM 97.5 0
Unit: %
Vietnam total : n=376, sampling error: +/-5.1% (max)
Vietnam sector 3: n=128, sampling error: +/- 8.7% (max) Vietnam sector 4: n=248, sampling error: +/- 6.2% (max) Cambodia sector 4: n=386, sampling error: +/- 5.0% (max)
Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Summary: Media usage
TV and Radio are the main media owned and used in Vietnam and Cambodia. Vietnam has higher TV penetration and should be considered the main media. In Cambodia TV needs to be complemented with Radio for more effective reach.
However, ca. 43% of backyard poultry farmers in Cambodia may notconsume any media regularly and 12% of farmers indicated they donot have any access to media at home. This means grassroots activities will need to be considered to a greater extent in Cambodia.
Program interest differ between countries. While Vietnamese farmers mainly watch or listen to news, Cambodian farmers have a significantly broader repertoire and also consume quite a bit ofentertainment programs.
Page 74Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Recommendations
Page 75Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Vietnam is faced with a long term risk when the vaccination program is no longer sustainable. Cost for example, is a barrier for sector 4 farmers. Behavioral communication needs to go beyond vaccinations and educate farmers about simple actions to take to protect both their poultry and humans. More focus is needed on:
- Separating poultry both from humans and keeping chickens and ducks apart
- General hygiene to protect poultry
- Personal hygiene after coming in contact with poultry
- AI symptoms in humans, especially in Cambodia
People are not concerned about AI top of mind and this has implication for the creative aspect of message development. Apart from ensuring good reach and build awareness, messages must be able to gain attention and increased involvement. Consider to:
- To increase involvement it will be important to make a clear link between AI prevention and potential loss of income.
- Focus on behavior that is simple to implement, especially for poultry protection measures where cost can have significant impact non-compliance.
- In Cambodia it will be important to compliment mainstream media with some form of ‘on site’ media that serves as a direct reminder at the point of action.
- Women are at greater risk and also children in Cambodia so this needs to be considered for communication.
Recommendations
Page 76Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
There is potential to achieve a lot by simply building on awareness. Whilst farmers in general are well informed about who to report and AI outbreak and that a AI victim should be taken to a health facility, knowledge about preventative action is fragmented. It would be worth while to look at initiatives that have taken place in the Nam Dinh region in Vietnam, as this region had a relatively high barometer score. Cambodia, on the other hand, is uniformly low and needs a focused campaign.
Past campaigns have not had much impact, especially in Cambodia. There may be too messages about different preventative actions. There really is need for focus on what best prevention should be. For example, is the focus on protecting poultry or humans? And within that set, what should be considered best practice so that messages can be more focused and thereby more effective.
The media strategy need to be different in Vietnam and Cambodia. For Vietnam television can be highly effective, especially using PSA and other news announcements. For Cambodia Radio as a booster media needs to be considered. Grass roots campaigns will also be important in Cambodia as media watching is much lower compared to Vietnam.
Recommendations
Page 77Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Recommendations for upcoming Baseline StudyIt is recommended to include Stakeholders as part of the quantitative survey as it was discovered that this group may not be clear on what farmers understand about AI.
Important to incorporate program implementation partners as part of the evaluation on program effort and effectiveness as well as looking at different communication initiatives and media channels.
The KAP indicators needs to be reviewed for better focus and once decided it may be necessary to recalculate the barometer score based on the new set of indicators.
Recommendations
Page 78Report: AI.COMM Report: KAP study Laos, Cambodia and VietnamJune 2008
Annex
• Vietnam (Sector 3)• Vietnam (Sector 4)• Cambodia (Sector 4)• Laos (Sector 4)