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After nearly 28 years, The Communication Initiative (The CI) Global is entering a new chapter. Following a period of transition, the global website has been transferred to the University of the Witwatersrand (Wits) in South Africa, where it will be administered by the Social and Behaviour Change Communication Division. Wits' commitment to social change and justice makes it a trusted steward for The CI's legacy and future.
 
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The Model Poultry Farm Program (MPFP)

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Funded by the United States Agency for International Development (USAID) and implemented by the Citizens Network for Foreign Affairs (CNFA) through the National Rural Development Agency (ACSA), the Model Poultry Farm Program (MPFP) was an effort to prevent the appearance and spread of avian influenza by providing approved housing for domestic poultry flocks in Moldova. The project supported the rural population in the creation of model poultry farms that were located near a farmer's home; the 97 model poultry units were built to secure the poultry breeding process and minimise the risk of poultry becoming infected with avian flu. An information and promotion awareness campaign drawing upon printed materials, face-to-face sessions, and the mass media was carried out in parallel with the construction of the poultry houses.
Communication Strategies

In order to inform household poultry breeders about avian influenza and to give them the means and motivation to play a role in helping prevent it, MPFP used a variety of communication tools. For example, appoximately 20,000 information brochures were distributed, and a beneficiaries' programme guide was published. In addition, CNFA hosted 400 information seminars and on-the-spot presentations. Almost 10,000 household poultry breeders participated in these activities.

The mass media played a role in sharing information with rural inhabitants, as well as poultry breeders. Some of those who built model poultry farms were interviewed by journalists, who wrote stories to appear in local newspaper articles. Seventy-nine articles were also published in regional and national newspapers. In addition, radio broadcasts and television shows featured avian flu prevention information; organisers estimate that approximately 100,000 rural dwellers were reached through these channels.

Development Issues

Natural Resource Management, Health.

Key Points

CNFA indicates that, according to official statistics, there are about 20 million domestic birds in Moldova, out of which 90% are located in households in rural areas.

Partners

The Citizens Network for Foreign Affairs (CNFA) through the National Rural Development Agency (ACSA), with funding from USAID.

Sources

"Despite Traditional Hospitality, Moldovan Farmers Refuse to Welcome Avian Influenza", March 21 2007.