Project BIRD FLU Campaign

1
Project BIRD FLU Campaign

• Prepared for
• Image Dimensions

2
BACKGROUND

• TB LINC was tasked by the United States Agency
  for International Development Office of Health to
  provide technical assistance to key offices of
  the Philippine Government Implementing the
  National Avian Influenza Preparedness and
  Response Plan specifically to
• Lead the conduct of national communications
  campaign on bird flu awareness
• Develop communications messages targeting
  high-risk groups on appropriate behaviors and
  practices
• Develop specific media for building public
  awareness
• This report will show the attitudes and
  perceptions of the target high-risk groups on the
  various materials prepared by Image Dimensions
  for TB Linc.

3
SCOPE OF WORK

• This project aimed to pre-test the various
  promotional materials prepared by Image
  Dimensions for TB LINC
• The materials were tested for acceptability and
  cultural appropriateness among target audiences.
  
• The results of this pre-testing will therefore
  assist USAID and its partners to ensure that the
  promotional materials are able to meet the
  message objectives.

4
RESEARCH OBJECTIVES

• To assess the effectiveness of communication
  materials developed for TB LINC by Image
  Dimensions.
• Specifically to
• Evaluate the materials visuals and copy on
  whether it is
• Visually appealing
• Acceptable
• Understandable
• Culturally appropriate
• Relevant to the target audiences
• Provide information
• Motivate people to take action
• Provide recommendations on which among the
  materials would be best used
• Provide recommendations on changes required to
  ensure existing images and copy fit the Filipino
  context

5
METHODOLOGY

• Communications materials Pre-test
• FGD (Focus Group Discussion)
• Respondents are from pre-selected barangays in a
  given area who are
• Minalin, Pampanga engaged in poultry farming
• Cauayan, Isabela engaged in backyard poultry
  growing, poultry farming or gamefowl breeding
• La Carlota City, Bacolod engaged in gamefowl
  breeding
• General Santos City - 2 groups
• Muslim
• Non-Muslim group both of which are engaged in
  backyard poultry farming and/or in the trade of
  exotic birds

6
DISCUSSION GUIDE

• General Discussion on respondents livelihood
• How long been in the business?
• (For poultry farmers/ gamefowl breeders) How many
  heads of chicken do they have under their care?
• (For exotic bird traders) How many do you get to
  trade in a month?
• Awareness for Bird Flu/ Avian Flu
• Have you heard about Bird Flu?
• What do you know about it?
• From where did you learn about Bird Flu?
• From where/ whom else do you want to learn about
  Bird Flu?
• Monadic Presentation of Materials
• Super Chicken Seal
• Poster/ Print Ads
• Coloring Book Cover
• Coloring Book Story Line
• Radio Ad
• TV Ad

• Appeal (Likes/ Dislikes)
• Visuals
• Situation
• Copy
• Understandability
• Correctness of translation
• Message take-out
• What does the material ask you to do?
• Relevance
• Of message
• For whom is this material? Who is its target
  audience?
• Of situation depicted
• Do you find yourself in a similar situation?
• Are there more appropriate/ relevant situations?
• Believability
• Of message (especially of prevention)

7
Knowledge of Pests/ Infestation/ Illness
8
Common Pests/ Infestations experienced (Pampanga)

• ILT
• Symptoms
• Nose bleeding cheese like mucus on the throat
• Source
• Unknown
• Cure
• Veterinarian administers medicines
• NCD (New Castle Disease)
• Symptoms
• Fever
• Source
• Virus
• Cure
• Veterinarian administers medicines

• Gumboro
• Symptoms
• Tayo ang balahibo bagsak ang pakpak at palong
  (Feathers stand on endswings and crown are down)
• Source
• From vaccination introduction of the virus
  lowers the resistance of un-vaccinated chicks
  which leads to infestation
• Cure
• Veterinarian administers medicines

9
Common Pests/ Infestations experienced (Isabela)

• Chicken lice (Ulmog)
• Symptoms
• Caretaker suffers from itching
• Chicken has ear infection
• Source
• Mainit ang panahon (Hot weather)
• Cure
• Malathion (pesticide)
• Tobacco leaves (Soak in water and then spray like
  pesticides)
• Sipon
• Symptoms
• Runny nose
• Source
• Change of weather
• Cure
• Pakainin ng paminta (Make the chicken eat whole
  pepper)

• Bulutong
• Symptoms
• Blisters
• Source
• Virus
• Cure
• Pakainin ng siling labuyo (Make the chicken
  eat hot chili)
• Betadine (antibacterial wash)
• Lugpi (paralyzed)
• Symptoms
• Unable to walk
• Source
• Cold weather
• Cure
• Vitamins

10
Common Pests/ Infestations experienced(Bacolod)

• Sipon
• Symptoms
• Runny nose
• Source
• Change of weather
• Cure
• Medicine from poultry supply store
• Cholera
• Symptoms
• Natutuyo ang paa (Drying of the feet)
• Source
• Unknown
• Cure
• Sulpa powder

• Bulutong
• Symptoms
• Blisters
• Source
• Virus
• Cure
• Pa-injection-an ng gamot (Inject medicine)

11
Common Pests/ Infestations experienced(MUSLIM
General Santos)

• Cough/ Cold
• Symptoms
• Runny nose
• Droopy head
• Source
• Change in weather
• Cure
• Cold Medicines for humans i.e., Neozep cut in
  half and fed to the chicken (Hatiin yung Neozep
  tapos ipasok sa bibig ng manok)
• Medicines recommended by poultry feed store i.e.,
  Vetracin
• Injections recommended by poultry feed store
• Piping hot rice

12
Source of Information on Pests/ Infestation and
Cure

• The respondents (poultry/ gamefowl owners/
  caretakers) are usually left with their own
  devices in terms of diagnosis and cure for common
  bird illness. As such, the caretakers credit the
  poultry/ gamefowl farm owners with the CARE
  MANUAL used within the farm.
• The veterinarian is usually called in during dire
  situations (i.e., when there is an outbreak, when
  the caretaker is not familiar with the symptoms
  present)
• The Filipinos penchant for self-medication
  extends to how they treat their farm
  animals/pets. If the regular Pinoy relies on the
  drugstore clerk to recommend medication, the
  caretakers regard themselves and the poultry feed
  retailer to be the authority regarding
  infestation and cure.
• The sources of information on pests/ infestation
  and cure are
• Poultry/ feed retailer
• Customized manual/ program/ chart developed by
  Owner and Veterinarian
• Observed from years of experience
• Seminars given by
• Cooperatives i.e., MIPOLCO (Pampanga only)
• Companies selling vaccines (Pampanga only)
• USAID funded program (Non Muslim Gen San)

13
Common Practice in terms of responding to
possible infestation

• Separate sick chicken/s
• Caretaker may
• Find out what the problem is by himself i.e.,
  Slit the throat of the chick to find out what is
  wrong with it
• Find a palliative/ traditional cure i.e., Make
  the chicken take vitamins/ medicine from poultry
  feed retailer/ pepper/ hot chili
• If specific problem could not be identified,
  inform (true only in Pampanga)
• Veterinarian (for Poultry Farmers)
• Barangay then Municipal Hall then City
  Veterinarian (For Backyard growers)
• Only care takers can share information about what
  to do with infestation
• Owners rarely admit that his poultry has been
  infested
• a. If still manageable,
• the veterinarian administers medicine (only in
  Pampanga)
• the caretaker administers medicine recommended by
  poultry feed retailer (for all areas)
• the caretaker administers medicine that is used
  by humans for the same condition (Muslim Gen San)

14
Common Practice in terms of responding to
possible infestation

• b. If no longer manageable, the chickens are
• Buried (for all areas)
• Burned (only in Pampanga)
• Given to crab/ lobster growers as feed (only in
  Pamapanga)
• Sold for a much cheaper cost to poor people in
  the city (only in Pampanga)
• Binibili pa rin kahit na double dead alam naman
  ng bumibili kasi 3 for P100 lang, pero kinakain
  pa rin dahil sa hirap ng buhay
• (The people still buy it even if it is double
  dead they know it is double dead because it is
  priced 3 for P100, but they still eat it simply
  because life is hard)
• Generally JUST EATEN before the chicken dies on
  its own (Pampanga, Isabela, Muslim Gen San)
• Disinfect the cages
• use a disinfectant (in all areas)
• using 4 different chemicals/ pesticides (only in
  Pampanga)

15
Knowledge about BIRD FLU
16
Knowledge on Bird Flu

• Majority of the research participants have heard
  about the term BIRD FLU, they fear it but do not
  know what the cause, symptom, prevention and cure
  for the disease is.
• Even the professionally knowledgeable
  Pampangueños are still in the dark as to what are
  the causes, symptoms and correct response to Bird
  Flu are.
• Since the majority of the Non-Muslim respondents
  in General Santos were part of the pilot group on
  Bird Flu awareness, they seem to be the most
  informed and vigilant about Bird Flu.

17
Knowledge on Bird Flu

• However, among those who were not initially
  recruited to be Purok leaders on Bird Flu
  awareness in General Santos, the awareness on the
  epidemic is very low.
• Alam naming masama ang Bird Flu kailangang
  patayin ang mga manok pag nagkaroon na niyan
  pero paano ba nagkaka Bird Flu? Ano ba ang gamot
  dyan? (We know that Bird Flu is bad we need to
  kill the chicken if it happens but where does it
  come from? What is its medicine?) Pampanga
• Nagkaka Bird Flu ba kapag nakakain ka ng double
  dead na manok? (Do you get Bird Flu if you eat a
  double dead chicken?) Isabela
• Nahahawa ang manok sa tagapag alaga na may flu
  (If the caretaker has flu and the chicken
  contract it from him) Bacolod
• Nakita namin sa TV na may Bird Flu sa Indonesia
  may nagsabi rin sa TV na kapag may nakitang
  banyagang manok sa lugar namin (ang local
  officials) ikukulong kami nang mapanood namin
  yun, pinakawalan namin lahat ng banyagang ibon
  namin (We saw on TV that Indonesia has Bird
  Flu it was also on TV that we learned that we
  can be locked up in jail (by the local officials)
  if they see us with foreign birds after we saw
  that we released all the foreign birds in our
  care) Muslim Gen San
• Wala kaming alam ano ba yun? (We do not know
  anything about it what is it?) Non Muslim Gen
  San (also not part of pilot group)

18
Source of awareness

• News feed from TV
• Parang napanood ko sa TV merong mga pinakitang
  patay na maraming manok sa ibang bansa (I think
  I saw that on TV there were a lot of dead
  chicken in another country) Pampanga, Isabela,
  Bacolod, Muslim Gen San
• Posters/ billboards in the area
• Merong mga naka lagay na ganyan dito sa may
  labasan may nakasulat na Bird Flu nakita ko
  lang hindi ko nabasa lahat (Just outside this
  area there is a (billboard) that has the word
  Bird Flu I just saw it but I did not read it
  in its entirety) Bacolod
• Meron dating mga poster dito ng lechon manok
  tapos nakalagay bawal kainin Bird Flu
  (There used to be a poster that shows roasted
  chicken and the words Do not eat Bird Flu)
  Non Muslim Gen San

19
Source of awareness

• Seminar given by HealthGov (USAID program)
• Kami ang pilot area ng Bird Flu awareness kasi
  malapit ang lugar naming sa Indonesia. Nag
  seminar kami tapos kami naman ang nag disseminate
  ng information sa mga taga Purok namin. Maraming
  nakaalam, marami ring hindi kasi yung iba ayaw
  makinig sa seminar sabi may trabaho daw sila
  walang panahon sa seminar (We are the pilot
  area for Bird Flu awareness because we are the
  area closest to Indonesia. We attended a seminar
  and in turn we disseminated the information in
  our own areas. There were a lot who learned
  about Bird Flu, but there are also a lot who
  refused to attend a seminar they said they were
  at work too busy to attend a seminar) Non Muslim
  Gen San

20
Misconceptions about bird flu

• Simply because there has been no opportunity for
  most to learn about Bird Flu, there are a lot of
  misconceptions about it.
• The major misconceptions about Bird Flu are
• The virus could not enter the country because of
• the hotter climate in the Philippines (vs. cold
  climates of China, etc.)
• Filipinos are better at raising chicken because
  Filipinos clean cages, gives chicken baths and
  change drinking water frequently
• Mas magaling mag-alaga ang mga Pinoy malinis
  ang mga kulungan, pinaliliguan ang mga manok at
  madalas palitan ang iniinom na tubig ng manok
  (We Pinoys care for the chicken better the cages
  are clean the chicken are given baths and
  drinking water is changed frequently) - Pampanga
• Philippines is cleaner than other countries
• Mas malinis ang kapaligiran dito sa Pilipinas
  (The environment is cleaner in the Philippines) _
  Isabela, Bacolod, Muslim Gen San
• Filipinos are prayerful/ Maka Diyos
• Mas madasalin kasi tayo mas maka Dtyos kesa sa
  ibang bansa Muslim Gen San

21
Misconceptions about bird flu

• The major misconceptions about Bird Flu are
  (continued)
• Avian influenza has always been in the
  Philippines but Filipinos are more madiskarte
  thats why it does not go to the level of an
  outbreak
• Matagal nang meron dito nyan nagkakalagnat
  talaga ang mga manok madiskarte kasi ang Pinoy
  maraming alam gawin sa manok kaya hindi nagiging
  outbreak yan (It has been around for a long
  time the chicken really experience fever the
  Filipino simply has more ways to deal with it
  thats why it does not become an outbreak) All
  areas
• Kapag may lagnat ang manok tubigan mo tapos
  ituwad (if the chicken has fever, pour water
  over it then hang it upside down) Pampanga
• I- vetracin agad (Give Vetracin immediately)
  Isabela
• Painumin ng gamot sa lagnat ng tao (Give the
  chicken what humans take for fever) Muslim Gen
  San
• Even if you hold a chicken with Bird Flu it does
  not immediately follow that you would contract it
  It is dependent on each persons resistance
• Depende yan sa resistensya ng tao kung lagi
  kang kumakain ng hilaw na ampalaya, i-blender mo
  na may kasamang calamansi hindi ka tatablan (It
  depends on how strong the persons resistance is
  if he eats blended raw bitter gourd with
  calamansi then he will be resistant to Bird Flu)
  Muslim Gen San

22
What do the Pilot group in Gen San know about
Bird Flu?

• SOURCE/ CAUSES OF BIRD FLU
• It is a disease from other birds and animals
• It comes from chicken lice (Galing sa kuto ng
  ibon)
• It comes from bad wind (Galing sa masamang
  hangin)
• It comes from birds from Indonesia/ foreign
  countries with Bird Flu
• EFFECT
• It can kill 30 of the flock in a day
• STATUS IN THE PHILIPPINES
• It is not yet present but the danger is imminent
  because of Gen Sans proximity to Indonesia

23
PROMOTIONAL MATERIALS TESTED
24
SUPER CHICKEN SEAL
25
POSTER/ PRINT AD MATERIAL
26
COLORING BOOK COVER
27
COLORING BOOK STORY LINE

• SCRIPT 1 SUPER TIPS NI SUPER CHICKEN LABAN SA
  BIRD FLU1. AKO SI SUPER CHICKENNANDITO AKO
  PARA TULUNGANKO KAYONG LABANAN ANG BIRD FLU2.
  UNA, HUWAG HALUAN NG MANOKNA MAY SAKIT ANG
  INYONG MGA MANOK3. PANGALAWA, PANATILIHING
  MALINISANG KULUNGAN NG MGA MANOK4. PANGATLO,
  IWASANG HAWAKANANG MGA MANOK NA MAYSAKITPARA
  MAIWASAN ANG PAGKALAT NG SAKIT5. PANG-APAT,
  LAGING MAGHUGAS NG KAMAYPAGKATAPOS MANGGALING SA
  MANUKAN 6. PANGLIMA, IREPORT AGAD SA PUNONG
  BARANGAYO BETERINARYO KAPAG MAY NAKITANGMAHINA
  O MAY SAKIT NA MGA MANOK7. TANDAAN, NASA KAMAY
  NATINANG KALIGTASAN LABAN SA BIRD FLU

• SCRIPT 2 NASA KAMAY MO ANG KALIGTASAN SA BIRD
  FLU1. VISUAL Two handsCOPY Bawal humawak
  ang mga kamay na ito2. VISUAL Hands backing
  offCOPY sa mga manok na maysakit3. VISUAL
  Hands look like dying birdCOPY Baka makahawa
  ka!4. VISUAL Hands under faucetCOPY Dapat
  maghugas ng kamay
• Matapos manggaling sa manukan!5. VISUAL Hands
  fly away like birdsCOPY para maiwasan ang
  pagkalat ng bird flu6. VISUAL Hands with
  pointing finger at audienceKaya, pag may
  nakitang mga manok na maysakit.COPY agad
  i-report sa pinakamalapit na Barangay Captain o
  Beterinaryo7. VISUAL Hands holding each
  otherCOPY Tandaan, nasa kamay natin ang ating
  kaligtasan8. VISUAL Hands clappingCOPY Kung
  walang bird flu, lahat happy!

28
RADIO AD

• Radio Commercial Script 1 MartsaMEN
  KALIWA, KANANKALIWA KANANKAMAY AY HUGASAN
• MATAPOS MANGGALING SA MANUKANCHORUS BIRD FLU
  AY IWASANKIDS WASH YOUR HANDSWASH YOUR
  HANDSLAGING TANDAANCHORUS BIRD FLU AY
  IWASANWOMEN KALIWA, KANANKALIWA, KANANNASA
  KAMAY NATIN ANG KALIGTASANSTINGER Agad
  i-report ang patay o may sakit na mga manok na
  pinakamalapit na Barangay Captain o Beterinaryo

• Radio Commercial Script 2 ExpertWOMAN
  Hawak dito, hawak doonHimas dito, himas
  doonBawat hawak mo sa mga manok na maysakitay
  hawa dito, hawa doonbird flu dito, bird flu
  doonKaya dapat maghugas ng kamay ditoat
  maghugas ng kamay doonAt ooops! pag may
  nakitang patay na manokdito o dooni-report
  agad Nasa kamay mo, kamay ko, kamay natinang
  kaligtasan sa bird flu!STINGER Agad i-report
  ang patay o may sakit na mga manok sa
  pinakamalapit na Barangay Captain o beterinaryo

29
TV AD
30
RESEARCH HIGHLIGHTS
31
RESEARCH HIGHLIGHTS

• The respondents (poultry/ gamefowl owners/
  caretakers) are usually left with their own
  devices in terms of diagnosis and cure for common
  bird illness. As such, the caretakers credit the
  poultry/ gamefowl farm owners with the CARE
  MANUAL used within the farm.
• The veterinarian is usually called in during dire
  situations (i.e., when there is an outbreak, when
  the caretaker is not familiar with the symptoms
  presented, etc.)
• The Filipinos penchant for self-medication
  extends to how they treat their farm
  animals/pets. If the regular Pinoy relies on the
  drugstore clerk to recommend medication, the
  caretakers regard themselves and the poultry feed
  retailer to be the authority regarding
  infestation and cure.

32
RESEARCH HIGHLIGHTS

• The sources of information on pests/ infestation
  and cure are
• Poultry/ feed retailer
• Customized manual/ program/ chart developed by
  Owner and Veterinarian
• Observed from years of experience
• Seminars given by
• Cooperatives i.e., MIPOLCO (Pampanga only)
• Companies selling vaccines (Pampanga only)
• USAID funded program (Non Muslim Gen San)

33
RESEARCH HIGHLIGHTS

• Among all the areas, Pampanga seems to have the
  most professional and organized approach to
  caring for chicken. The presence of MIPOLCO in
  the area has helped in making the poultry farm
  owners/ caretakers more aware of
• chicken pest/ infestation/ illness awareness
• prevention
• detection and
• diseased chicken disposal practices.
• Majority of the research participants have heard
  about the term BIRD FLU, they fear it but do not
  know what the cause, symptom, prevention and cure
  for the disease is.
• Even the professionally knowledgeable
  Pampangueños are still in the dark as to what are
  the causes, symptoms and correct response to Bird
  Flu.

34
RESEARCH HIGHLIGHTS

• Since the majority of the Non-Muslim respondents
  in General Santos were part of the pilot group on
  Bird Flu awareness, they are the most informed
  and vigilant about Bird Flu.
• The major misconceptions about Bird Flu are
• It does not enter the country because of
• the hotter climate in the country (vs. cold
  climates of China, etc.)
• Filipinos are better at raising chicken because
  Filipinos clean cages, gives chicken baths and
  change drinking water everyday.
• Philippines is cleaner than other countries
• Filipinos are prayerful
• Avian Influenza has always been in the
  Philippines but Filipinos are more madiskarte
  thats why it does not go to the level of an
  outbreak
• Even if you hold a chicken with Bird Flu it does
  not immediately follow that you would contract it
  is dependent on each persons resistance

35
RESEARCH HIGHLIGHTS

• Areas where they prefer to see the materials
  posted are at the following areas
• Barangay Hall
• Health Centers
• Municipal Hall
• Poultry farms
• Cooperatives office
• Feed mills
• Feed stores
• Tiangge (Bacolod)
• Palengke (General Santos)
• Katayan ng manok (General Santos)
• Malapit sa Mosque
• For the Pampanga respondents, they are under the
  impression that seminars given by the companies
  are a lure to sell them vaccines.

36
RESEARCH HIGHLIGHTS

• The respondents also admit to not watching much
  TV nor listen to the radio. If they do watch or
  listen they say it would have to be
• Early evening news on either Channel 2 or 7
• Noontime variety show (Wowowee or Eat Bulaga)
• Sports oriented shows (Boxing match/ Wrestling)
• Morning commentary
• Local radio drama programs
• The Pampangueños do not see the need to have the
  advertising materials translated into
  Kapampangan for them materials in Tagalog are
  sufficient. As they have said, no Kapampangan
  will admit that his flock has been infested, they
  definitely will not want the ad to single out
  Pampanga as an area where infestation may occur.
• For the people of Isabela, Bacolod and General
  Santos, advertising materials in their language
  would be the best so that they will be attracted
  and can the materials better.

37
CHOICE FOR MATERIALS
38
SUPER CHICKEN SEAL

• This seal is chosen as the most preferred in
  almost all areas because of the play of colors in
  the banner like background AND the fact that the
  chicken is standing up and that it looks macho
  and healthy.

39
SUPER CHICKEN SEAL

• In general the seal is liked because of the play
  of colors in the banner like background AND the
  fact that the chicken is standing up and that it
  looks macho and healthy.
• Dislikes are based on the perception that the
  banner-like background makes the chicken look
  like a politician.
• For the flag background, 2 of 6 Muslim Gen San
  respondents chose this logo as their most
  preferred.
• This seal is chosen as the most preferred in
  Pampanga, Isabela, Bacolod and Non Muslim Gen San.

40
POSTER/ PRINT AD MATERIAL

• This is the preferred material in all the areas
  except for the Muslim Gen San group because the
  material was not scary and it was able to clearly
  state what they should do to avoid Bird Flu.

41
POSTER/ PRINT AD MATERIAL

• This is the preferred material in Pampanga,
  Isabela, Bacolod and the
• Non Muslim Gen San respondents who were not part
  of the pilot group.
• This was preferred because the material was not
  scary and it was able to clearly state what they
  should do to avoid Bird Flu.
• The respondents also recognize that this is like
  an advertisement for Safeguard. The respondents
  recognize that there may be some confusion as to
  who is behind the advertisement.

42
POSTER/ PRINT AD MATERIAL

• Only the Muslim Gen San respondents voted for
  this material.
• They were however very determined to see this
  poster thru.
• They liked this poster simply because this seems
  like a marching order for
• everyone to be on their guard against Bird Flu.
• In all other areas, the material is disliked
  because the visuals are of dead chicken which
  they find as scary dead chicken means loss of
  livelihood for them.
• The message was seen to be, literally alarming.
• The material will make them care for the chicken
  in their care and possibly administer vitamin to
  boost the chickens resistance BUT NOT to keep
  their hands off from sick chicken BUT they would
  use plastic to cover their hands

43
On Poster content in General

• ON THE CALL TO ACTION
• Some respondents noted that from afar the call to
  action line could not be read. They suggest a
  bigger call to action line
• Agad i-report ang patay o may sakit na mga manok
  sa pinakamalapit na Barangay Captain o
  beterinaryo
• The singling out of the Barangay Captain was seen
  as slightly off in some areas
• For ISABELA they ask what happens if the
  Barangay Captain is not around?
• For BACOLOD the Barangay Captain himself (who
  was present during the session) admitted that he
  does not know what to tell the person who would
  come to him and report
• For MUSLIM GEN SAN they found it funny that
  they have to report dead or sick chicken to their
  Barangay Official as they kill chicken for food
  practically everyday in the area
• For NON MUSLIM GEN SAN - they know that there
  are issue champions among the Barangay Officials
  and Bird Flu is not championed by their Captain

44
COLORING BOOK COVER

• This is the preferred material in almost all
  areas because the diamond shape resembles the
  logo of Superman. It is believed that kids love
  super heroes.

45
COLORING BOOK COVER

• This is the preferred material in almost all
  areas except for Isabela because the diamond
  shape resembles the logo of Superman. It is
  believed that kids love super heroes.
• This was appreciated because of the flag like
  background that makes the cover colorful.
• The respondents recognize that this cover conveys
  that Bird Flu is not allowed in the area.
  Although the message is clear, it was voted out
  because kids are believed to not be attracted to
  messages but with visuals

46
COLORING BOOK STORY LINE

• Avian Influenza Coloring Book/Comic Script 1
  Super Chicken
• TITLE SUPER TIPS NI SUPER CHICKEN LABAN SA BIRD
  FLU1. AKO SI SUPER CHICKENNANDITO AKO PARA
  TULUNGANKO KAYONG LABANAN ANG BIRD FLU2. UNA,
  HUWAG HALUAN NG MANOKNA MAY SAKIT ANG INYONG MGA
  MANOK3. PANGALAWA, PANATILIHING MALINISANG
  KULUNGAN NG MGA MANOK4. PANGATLO, IWASANG
  HAWAKANANG MGA MANOK NA MAYSAKITPARA MAIWASAN
  ANG PAGKALAT NG SAKIT5. PANG-APAT, LAGING
  MAGHUGAS NG KAMAYPAGKATAPOS MANGGALING SA
  MANUKAN 6. PANGLIMA, IREPORT AGAD SA PUNONG
  BARANGAYO BETERINARYO KAPAG MAY NAKITANGMAHINA
  O MAY SAKIT NA MGA MANOK7. TANDAAN, NASA KAMAY
  NATINANG KALIGTASAN LABAN SA BIRD FLU

• Avian Influenza Coloring Book/Comic Script 2
  KamayTITLE NASA KAMAY MO ANG KALIGTASAN SA
  BIRD FLU1. VISUAL Two handsCOPY Bawal
  humawak ang mga kamay na ito2. VISUAL Hands
  backing offCOPY sa mga manok na maysakit3.
  VISUAL Hands look like dying birdCOPY Baka
  makahawa ka!4. VISUAL Hands under
  faucetCOPY Dapat maghugas ng kamay
• Matapos manggaling sa manukan!5. VISUAL Hands
  fly away like birdsCOPY para maiwasan ang
  pagkalat ng bird flu6. VISUAL Hands with
  pointing finger at audienceKaya, pag may
  nakitang mga manok na maysakit.COPY agad
  i-report sa pinakamalapit na Barangay Captain o
  Beterinaryo7. VISUAL Hands holding each
  otherCOPY Tandaan, nasa kamay natin ang ating
  kaligtasan8. VISUAL Hands clappingCOPY Kung
  walang bird flu, lahat happy!

• This is the preferred material in all areas
  because it gives them clear instruction on how to
  prevent the outbreak of Bird Flu.
• Suggestion include adding more tips and the line
• Kung walang bird flu, lahat happy!

47
COLORING BOOK STORY LINE

• This is the preferred material in all areas
  because it gives them clear instruction on how to
  prevent the outbreak of Bird Flu.
• To further improve the content however, the
  respondents gave other suggested tips to be
  included in the coloring book (please see next
  slide for the tips)
• This was appreciated because of the last line
  Kung walang bird flu, lahat happy!

48
Other Suggested Tips

• PAMPANGA
• Huwag ihalo ang ligaw na manok sa alagang manok
• (Do not allow stray chicken near the poultry)
• Hindi pwedeng pumasok sa kulungan ang ibang tao
  na hindi naman nag-aalaga ng manok
• (Do not allow other people, those who are not
  involved in caring for the chicken near the
  cages)
• Huwag hayaan lumapit ang ibang hayop sa manukan
• (Do not allow other animals near the poultry)
• ISABELA
• Ang sisiw ilayo sa inahin kung may sakit
• (Take away the chicks from the sick hen)
• Lagyan ng gamot ang inumin
• (Place medicines into the drinking water)
• Panatilihing malinis ang inumin ng manok
• (Always keep the drinking water clean)
• MUSLIM GENERAL SANTOS
• Huwag mag-alaga ng banyagang hayop
• (Do not keep foreign/ exotic animals)

49
RADIO AD

• Avian Influenza Radio Commercial Script 1
  Martsa
• MEN KALIWA, KANANKALIWA KANANKAMAY AY
  HUGASAN
• MATAPOS MANGGALING SA MANUKANCHORUS BIRD FLU
  AY IWASANKIDS WASH YOUR HANDSWASH YOUR
  HANDSLAGING TANDAANCHORUS BIRD FLU AY
  IWASANWOMEN KALIWA, KANANKALIWA, KANANNASA
  KAMAY NATIN ANG KALIGTASANSTINGER Agad
  i-report ang patay o may sakit na mga manok sa
  pinakamalapit na Barangay Captain o Beterinaryo

• Avian Influenza Radio Commercial Script 2
  ExpertWOMAN Hawak dito, hawak doonHimas
  dito, himas doonBawat hawak mo sa mga manok na
  maysakitay hawa dito, hawa doonbird flu dito,
  bird flu doonKaya dapat maghugas ng kamay
  ditoat maghugas ng kamay doonAt ooops! pag
  may nakitang patay na manokdito o
  dooni-report agad Nasa kamay mo, kamay ko,
  kamay natinang kaligtasansa bird
  flu!STINGER Agad i-report ang patay
• o may sakit na mga manok sa pinakamalapit na
  Barangay Captain o beterinaryo

• This is the preferred material by almost all
  areas because the ad had a sing song beat and was
  very clear on what they need to do to keep
  themselves safe wash their hands and keep their
  hands off sick chicken.

50
RADIO AD (Expert)

• This is the preferred material by almost all
  areas because the ad had a sing song beat and was
  very clear on what they need to do to keep
  themselves safe wash their hands and keep their
  hands off sick chicken.
• The Muslim Gen San respondents noted that some of
  the ads lines have double meaning that it
  could mean touching your wife and another woman
  instead of just touching chicken.

51
TV AD

• This is the preferred material by almost all
  areas because the ad is entertaining and easy to
  understand.
• The ad has a clear message the caretaker has
  the power to prevent Bird Flu from spreading.
• The action required is also clear - stay away
  from sick chicken and the need to report sick
  chicken to authorities.

52
TV AD (San Pedro)

• This is the preferred material by almost all
  areas, except for Bacolod, because the ad is
  entertaining and easy to understand.
• The only dislike about this ad is showing the
  dead chicken.
• The ad has a clear message the caretaker has
  the power to prevent Bird Flu from spreading.
• The action required is also clear - stay away
  from sick chicken and the need to report sick
  chicken to authorities.

53
TV AD (Hands)

• This is the preferred material in Bacolod because
  it talks about washing hands to prevent disease.
• The dislikes about this ad is that it does not
  seem to be focused on Bird Flu, but on hand
  washing as a preventive measure against all
  diseases.
• The ad has a clear message everyone has to wash
  their hands.

54
SUMMARY OF MATERIALSFOR FINALIZATION
55
Campaign Seal
56
Poster / Print Ad
57
Billboard
58
Bumper Sticker
59
Comic Book

• SCRIPT 1 SUPER TIPS NI SUPER CHICKEN LABAN SA
  BIRD FLU1. AKO SI SUPER CHICKENNANDITO AKO
  PARA TULUNGANKO KAYONG LABANAN ANG BIRD FLU2.
  UNA, PANATILIHING MALINIS ANG KULUNGAN NG MGA
  MANOK
• 3. PANGALAWA, IHIWALAY ANG MANOK NA MAY SAKIT
• 4. PANGATLO, HUWAG ISAMA ANG MGA IBONG GALA O
  IBANG HAYOP SA MANUKAN
• 5. PANG-APAT, IWASANG HAWAKAN ANG MGA MANOK NA
  MAYSAKITPARA MAIWASAN ANG PAGKALAT NG SAKIT.
  GUMAMIT NG GWANTES KUNG KINAKAILANGAN.6.
  PANG-LIMA, LAGING MAGHUGAS NG KAMAY PAGKATAPOS
  MANGGALING SA MANUKAN 7. PANG-ANIM, IREPORT
  AGAD SA PUNONG BARANGAY O BETERINARYO KAPAG MAY
  NAKITANGMAHINA O MAY SAKIT NA MGA MANOK8.
  TANDAAN, NASA KAMAY NATIN ANG KALIGTASAN LABAN SA
  BIRD FLU
• KUNG WALANG BIRD FLU, LAHAT HAPPY

60
Comic Book
61
Comic Book
62
Radio Commercial
Radio Commercial Script 2 ExpertWOMAN
Hawak dito, hawak doonHimas dito, himas
doonBawat hawak mo sa mga manok na maysakitay
hawa dito, hawa doonbird flu dito, bird flu
doonKaya dapat maghugas ng kamay ditoat
maghugas ng kamay doonAt ooops! pag may
nakitang patay na manokdito o dooni-report
agad Nasa kamay mo, kamay ko, kamay natinang
kaligtasan sa bird flu!STINGER Agad i-report
ang patay o may sakit na mga manok sa
pinakamalapit na Barangay Captain o beterinaryo
Radio Commercial Pampanga - Tagalog Isabela
- Ilocano La Carlota - Ilonggo Gen. Santos
- Cebuano
63
TVC
64
TVC