The importance of communication for VS worldwide OIE Regional Seminar on Communication Muscat, Oman 20-21 April 2010 Maria Zampaglione Head, OIE Communication Unit 1
Contents WHAT IS COMMUNICATION? WAKE-UP CALL COMMUNICATION AT THE OIE ANIMAL HEALTH SYSTEMS AND COMMUNICATION: THE GLOBAL APPROACH 2
COMMUNICATION: A DEFINITION The science and technique of interactively informing, influencing, and motivating individual, institutional and public audiences about animal health, animal welfare and related public health and food safety issues. 3
WAKE-UP CALL Global crises turned case studies 4
WAKE-UP CALL urging us to face media 5
WAKE-UP CALL urging us to face protest 6
THE SITUATION TODAY 1/2 AWARENESS that early detection of animal diseases and rapid response mechanisms are key to the effective prevention and control of natural or intentional animal health disasters is still LOW Acknowledged need for a better understanding of animal health issues Acknowledged need of decision and policy makers throughout the world for better defining animal health systems 7
THE SITUATION TODAY 2/2 However VS fail to take full leadership of their activities This hinges on the capacity to effectively communicate.. 8
COMMUNICATION MUST BE ACKNOWLEDGED AND SUPPORTED BY VS Get the work done and let them know Policy makers and civil society must be convinced of the economic and social worth of the missions the VS perform every day. 9
THE FUTURE OF COMMUNICATION WITHIN VETERINARY SERVICES THE NEED FOR A PARADIGM SHIFT From strictly short-term reactive emergency communication campaigns To Mid and long-term proactive communication strategies VS with communication elements in its infrastructure Use of Capacity Building to achieve this change 10
THE ROLE OF THE OIE HOW. 11
THE FRAMEWORK Resolution Nr XXI OIE General Assembly 2001 Fourth OIE Strategic Plan (2006-2010) 12
IMPROVING COMMUNICATION: A STRATEGIC ORIENTATION FOR THE OIE INVESTING IN ANIMAL HEALTH SYSTEMS Disease Public health Trade Poverty alleviation 13
Communication within the OIE The importance of communication as a discipline and a profession has been well recognized The need for definitions, terms of reference and standards has been identified Ad Hoc group on communication 14
Communication within the OIE Ad hoc group on communication SEPTEMBER 2008: Group to look into definitions SEPTEMBER 2009: First round of MC comments/evaluations by the Code Commission JUNE 2010: Group to draft chapter 15
THE OIE CODE Proposed chapter on communication to be introduced in the Code The full integration of communication into the Code will be the effective mechanism to create the necessary incentive for countries, ministries to incorporate communication strategies within animal health policies 16
THE OIE-PVS TOOL AND COMMUNICATION The OIE is currently reviewing and updating this tool Elements to assess the competence and commitment to communication of a modern Veterinary Service are being incorporated 17
WHAT IS THE GOAL AT GLOBAL LEVEL? To promote a sound animal health environment Foundation of an animal health communication strategy For the continuous implementation of the relevant communication guidelines in animal health policies and activities To make consumers throughout the world aware of the importance of animal health issues 18
EFFECTIVE ANIMAL HEALTH COMMUNICATION AT GLOBAL LEVEL HOW?. 19
INTERAGENCY COLLABORATION Shared vision and consensus on animal health communication, its importance and role in the prevention and control of diseases, and the necessity for close collaboration with public health counterparts Advocate the importance of the process of communication 20
The concept of One World-One Health (OWOH) A global strategy for preventing and managing risks at the animal-human interface 21
The concept of One World-One Health (OWOH) Build around the OWOH concept to facilitate greater international collaboration and conceptual convergence in communication thinking, approaches and interventions at the animal-human-environment interface 22
SUCCESSFUL ANIMAL HEALTH COMMUNICATION RESULTS IN: The Public having a better understanding of animal health issues. Stakeholders appreciating their vital role in supporting the design and delivery of animal health policy and programmes. Staff being fully involved in the development and delivery of animal health programmes. 23
شكرا جزيلا Organisation Mondiale de la Santé Animale World Organisation for Animal Health Organización Mundial de Sanidad Animal 12 rue de Prony, 75017 Paris, France - www.oie.int oie@oie.int 24