Coop contest promotes bird-flu prevention

U.S., Egypt, Orascom partner behind "Build Your Own Cage"

Above, a resident of Kafr Amira village in Fayoum stands in front of the poultry coop she made from mud brick for the Build Your Own Cage contest. On it, she wrote: "The proper cage is safety for me and my family." Behind her is a poster announcing the contest and showing recommended cage dimensions. The contest is part of the U.S.-Egyptian development partnership.

When residents in nine villages in rural Egypt competed to build the safest poultry cages in fall 2009, the publicity and awards ceremonies were an uplifting reminder to thousands of their neighbors about the actions that individuals can take to prevent the spread of deadly avian influenza.  The “Build Your Own Cage” contest was the latest approach in the ongoing effort by the United States and Egypt to keep awareness high in rural communities during Egypt’s long fight against avian flu.

The contest was organized under the Communication for Healthy Living project (CHL), which is overseen by the Egyptian Ministry of Agriculture and the U.S. Agency for International Development (USAID) and implemented by the Johns Hopkins University Center for Communication Programs and Save the Children. Private-sector support for the contest was provided by Orascom Telecom.

Above, domestic poultry breeders from Minyat Sandoub, Dakahliya, read a brochure on avian flu delivered during judging for the Build Your Own Cage contest.

Egypt and USAID have worked together since late 2005 to educate Egyptians about the best ways to prevent the spread of H5N1 avian influenza.  The birdborne disease damages livelihoods and threatens human life.  About 90 Egyptians have been infected with avian flu since 2006; of those, 23 have died.  Epidemiologists also are concerned that H5N1 could recombine with Novel A(H1N1) flu as a more dangerous strain.  The CHL project delivers safety information through multiple coordinated channels including broadcasts; posters and fliers in clinics and pharmacies; and in-person outreach in communities such as home visits, theatrical plays, seminars in youth centers, and art and writing contests in schools.

Above, Dr. Mohamed Intesar from the Ministry of Agriculture (GOVS) ranks a cage built by a resident of Kafr Amira village in Fayoum during judging in November for the Build Your Own Cage contest.

With outbreaks still frequent in 2009, Egypt and the U.S. targeted messages to those who raise poultry both small-scale and at large farms, reinforcing biosecurity practices.  The CHL partners worked with the Ministry of Agriculture’s General Organization for Veterinary Services (GOVS) to announce the building contest in nine villages in Dakahliya, Minya and Fayoum governorates in August.  Orascom generated excitement by donating souvenir gold coins as prizes.  Posters in public places displayed a model poultry coop with explanations of how its features minimize the risk of avian flu.  Download the poster (Arabic, PDF) Volunteers from local community development associations distributed fliers on preventive behaviors for people who raise poultry in and near the household.

Nearly 350 residents entered the contest, and many more were reached by the messages. Officials from GOVS’ national and local offices visited entrants’ homes with Johns Hopkins and Save the Children representatives in October and November to evaluate their coops and select 84 winners.

Above, a contest winner, Abeer Farouk from Reda village, Minya, speaks at the award ceremony about how she improved her hygienic practices in response to the information she received during home visits from volunteers through the CHL project.

Awards ceremonies were held in each of the three governorates in November with 520 attendees in total. At the November 12 ceremony in Minya, winner Abeer Farouk discussed how the AI awareness activities changed her approach to poultry raising on the grounds of her home: “I learned about this contest from female volunteers who are working with Reda village youth center,” Ms. Farouk told the audience. “I started to determine specific clothes [to use] when dealing with poultry, and I take them off when I finish before going to my kids. After I get the prize, I will tell my neighbors about the best practices when raising poultry.”

With performances of a theatrical play and songs by a local children’s choir, the ceremonies conveyed messages about the importance of biosecurity in household poultry breeding and keeping children away from poultry, especially during slaughtering. Representatives of the local governorates attended the ceremonies along with officials from GOVS and the State Information Services and local journalists. Orascom arranged for coverage by its affiliated satellite channel OTV of the November 19 award ceremony in Fayoum.

“We supported the Build Your Cage Initiative as part of our corporate social responsibility program because it is one of our objectives to reform the health behavior of the local community in Egypt in both the rural and urban areas,” said Manal Abdel Hamid, Public Relations and Corporate Communications Director for Orascom Telecom. “The initiative targets the risk groups who are likely to spread avian influenza and build their awareness in a creative and motivating way. In addition, it provides them with the necessary tools to mitigate the risk of raising birds at the household level. Unlike other programs, the Build Your Cage initiative builds awareness, teaches the know-how of proper caging, and rewards the best performer. I really hope we can replicate this initiative in all the other governorates.”

--December 2009