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EFSA: Risk communication on Avian Flu Biosecurity
Credit EFSA
#18,089
Last August, in H5Nx: Reassort & Repeat, we looked at worrying signs - in both Europe and North America - that this fall's avian flu season might be unusually robust.
Again, in November (see A Robust Start To Avian Flu Season In Europe & North America), we saw additional indications that the recent trend in declining European HPAI outbreaks might be over, and that we could be on the verge of seeing a significant uptick in bird flu activity.
The above graphic from last week's EFSA quarterly reporton avian flu confirms those fears, as the number of detections in wild and migratory birds dwarfs anything we've seen before, and the number of affected poultry farms is the highest we've seen in 4 years.
Europe's avian flu season is far from over, and whatever respite they get over the summer could be short-lived.
While it is possible that avian flu activity could decline next year, the reality is the virus is now solidly endemic in wild and migratory birds, and the threat is unlikely to go away anytime soon.
Because of this open-ended threat, the European Commission has asked the EFSA (European Food Safety Authority) to produce a risk communications strategy.
The European Union consists of 27 member countries with 24 `official languages', which can make risk communications difficult. And, as we've seen previously with ECDC guidance, the recommendations in today's technical document are not legally binding.
This 40-page document is part of a triad of related documents published on March 10th.
Avian flu awareness‐raising campaign communication strategy
Daniela Ulicna, Raphaël De Landsheer, Samuël Costa, Francesca Fumagalli, VERIAN GROUP BELGIUM S.A.
Risk communication on biosecurity in relation to poultry ‐ final report
Jenny Castillo, Francesca Porta, Victoria Levery, Noah Tozer, Vincent Fierens
A key point in this risk communications is that while general avian influenza awareness is high - knowledge of symptoms, transmission and specific biosecurity measures is uneven - particularly among small‑scale and backyard keepers who may rely on informal or unreliable channels for information.
This report `. . . proposes a phased, three-year communication strategy progressing from legitimacy-building to facilitated adoption and long-term reinforcement, supported by a coherent channel architecture and a robust evaluation framework.'
The authors of this report state:
The analysis indicates that a shift is needed from one-off awareness campaigns to structured communication approaches that support farmers across their behavioural journey. This includes improving understanding of why measures matter, building motivation through credible and context‑sensitive messages, and supporting the development of practical skills needed to sustain behaviours over time.
How much of this report is actionable, or will be accepted and pursued by member nations, remains to be seen. A `phased, three-year plan' also assumes the panoply of HPAI viruses cooperates, and doesn't do anything crazy.
But apparently, what they've been doing up till now hasn't been working.
I've reproduced the abstract below. Follow the link to read the full report. I'll have a postscript after the break.
Risk communication on avian flu biosecurity: social research, audience segmentation, and communication strategy for an EU awareness-raising campaign
European Food Safety Authority (EFSA), Anthony I. M. Smith, Angela Bearth, Mario Mazzocchi, Tom Jansen, Wim Verbeke … See all authors
First published: 10 March 2026
https://doi.org/10.2903/sp.efsa.2026.EN-10003Digital Object Identifier (DOI)
Requestor: European Commission
Question number: EFSA-Q-2026-00130
Correspondence: Ask a Question
This publication is linked to the following EFSA Supporting Publications articles: http://onlinelibrary.wiley.com/doi/10.2903/sp.efsa.2026.EN-9907; http://onlinelibrary.wiley.com/doi/10.2903/sp.efsa.2026.EN-10005
PDF
Abstract
This report comprises EFSA's response to the European Commission's request for technical assistance in risk communication for a strengthened, evidence-based approach to awareness-raising on avian influenza (AI) biosecurity within the European Union (EU).
It integrates social research, audience segmentation and strategic communication design to inform a multi-year campaign aimed at improving the awareness and consistent uptake of biosecurity measures across diverse poultry-sector stakeholders. Its evidence base derives from two outsourcing activities: social science research and an audience segmentation carried out by ICF, and a multi-year communication strategy undertaken by Verian Group Belgium S.A..
These draw on a systematic literature review, 39 in-depth interviews conducted in three EU Member States, Eurostat data, and behavioural analysis using the ADKAR® framework.
Findings indicate that while general awareness of AI is high, knowledge of transmission pathways, symptoms and the effectiveness of specific biosecurity measures is uneven, particularly among small-scale farmers and backyard keepers. Behavioural, psychological and structural barriers—rather than lack of awareness—limit consistent implementation across segments.
Five distinct audience segments—four farmer segments and one operational workforce segment—were identified. A sixth group composed of trusted intermediaries, especially veterinarians, emerge as pivotal for communication credibility and behavioural influence. The report proposes a phased, three-year communication strategy progressing from legitimacy-building to facilitated adoption and long-term reinforcement, supported by a coherent channel architecture and a robust evaluation framework.
Overall, the report provides an integrated, evidence-driven foundation for an EU-level biosecurity communication campaign capable of enhancing awareness and resilience, strengthening behavioural uptake and contributing to reduced AI transmission risk across the poultry sector. 
Europe is not alone in trying to bridge this `avian flu knowledge gap'; last October we looked at our own UF/IFAS Extension: What Backyard Flock Owners Need to Know about Bird Flu (Influenza H5N1).
Even in countries with far more experience dealing with avian flu, compliance with biosecurity has been a constant struggle (see Taiwan: H5N1 Infected Chicken Dumping Incident Investigated).
South Korea has repeatedly stated that this year's wave of HPAI is far more virulent than previous years, and they are operating under an extended state of emergency (South Korea: MAFRA Investigation Into Biosecurity Lapses on HPAI Affected Poultry Farms).
What this means for the future of HPAI is uncertain. Avian flu is constantly mutating, and sometimes that attenuates the threat, and sometimes it increases its impact.
While many governments are loath to speak frankly about the risks of avian flu - we either find better ways to convincingly communicate the risks of HPAI - or risk the virus will find a way to do it for us.
Credit EFSA
#18,089
Last August, in H5Nx: Reassort & Repeat, we looked at worrying signs - in both Europe and North America - that this fall's avian flu season might be unusually robust.
Again, in November (see A Robust Start To Avian Flu Season In Europe & North America), we saw additional indications that the recent trend in declining European HPAI outbreaks might be over, and that we could be on the verge of seeing a significant uptick in bird flu activity.
The above graphic from last week's EFSA quarterly reporton avian flu confirms those fears, as the number of detections in wild and migratory birds dwarfs anything we've seen before, and the number of affected poultry farms is the highest we've seen in 4 years.
Europe's avian flu season is far from over, and whatever respite they get over the summer could be short-lived.
While it is possible that avian flu activity could decline next year, the reality is the virus is now solidly endemic in wild and migratory birds, and the threat is unlikely to go away anytime soon.
Because of this open-ended threat, the European Commission has asked the EFSA (European Food Safety Authority) to produce a risk communications strategy.
The European Union consists of 27 member countries with 24 `official languages', which can make risk communications difficult. And, as we've seen previously with ECDC guidance, the recommendations in today's technical document are not legally binding.
This 40-page document is part of a triad of related documents published on March 10th.
Avian flu awareness‐raising campaign communication strategy
Daniela Ulicna, Raphaël De Landsheer, Samuël Costa, Francesca Fumagalli, VERIAN GROUP BELGIUM S.A.
Risk communication on biosecurity in relation to poultry ‐ final report
Jenny Castillo, Francesca Porta, Victoria Levery, Noah Tozer, Vincent Fierens
A key point in this risk communications is that while general avian influenza awareness is high - knowledge of symptoms, transmission and specific biosecurity measures is uneven - particularly among small‑scale and backyard keepers who may rely on informal or unreliable channels for information.
This report `. . . proposes a phased, three-year communication strategy progressing from legitimacy-building to facilitated adoption and long-term reinforcement, supported by a coherent channel architecture and a robust evaluation framework.'
The authors of this report state:
The analysis indicates that a shift is needed from one-off awareness campaigns to structured communication approaches that support farmers across their behavioural journey. This includes improving understanding of why measures matter, building motivation through credible and context‑sensitive messages, and supporting the development of practical skills needed to sustain behaviours over time.
How much of this report is actionable, or will be accepted and pursued by member nations, remains to be seen. A `phased, three-year plan' also assumes the panoply of HPAI viruses cooperates, and doesn't do anything crazy.
But apparently, what they've been doing up till now hasn't been working.
I've reproduced the abstract below. Follow the link to read the full report. I'll have a postscript after the break.
Risk communication on avian flu biosecurity: social research, audience segmentation, and communication strategy for an EU awareness-raising campaign
European Food Safety Authority (EFSA), Anthony I. M. Smith, Angela Bearth, Mario Mazzocchi, Tom Jansen, Wim Verbeke … See all authors
First published: 10 March 2026
https://doi.org/10.2903/sp.efsa.2026.EN-10003Digital Object Identifier (DOI)
Requestor: European Commission
Question number: EFSA-Q-2026-00130
Correspondence: Ask a Question
This publication is linked to the following EFSA Supporting Publications articles: http://onlinelibrary.wiley.com/doi/10.2903/sp.efsa.2026.EN-9907; http://onlinelibrary.wiley.com/doi/10.2903/sp.efsa.2026.EN-10005
Abstract
This report comprises EFSA's response to the European Commission's request for technical assistance in risk communication for a strengthened, evidence-based approach to awareness-raising on avian influenza (AI) biosecurity within the European Union (EU).
It integrates social research, audience segmentation and strategic communication design to inform a multi-year campaign aimed at improving the awareness and consistent uptake of biosecurity measures across diverse poultry-sector stakeholders. Its evidence base derives from two outsourcing activities: social science research and an audience segmentation carried out by ICF, and a multi-year communication strategy undertaken by Verian Group Belgium S.A..
These draw on a systematic literature review, 39 in-depth interviews conducted in three EU Member States, Eurostat data, and behavioural analysis using the ADKAR® framework.
Findings indicate that while general awareness of AI is high, knowledge of transmission pathways, symptoms and the effectiveness of specific biosecurity measures is uneven, particularly among small-scale farmers and backyard keepers. Behavioural, psychological and structural barriers—rather than lack of awareness—limit consistent implementation across segments.
Five distinct audience segments—four farmer segments and one operational workforce segment—were identified. A sixth group composed of trusted intermediaries, especially veterinarians, emerge as pivotal for communication credibility and behavioural influence. The report proposes a phased, three-year communication strategy progressing from legitimacy-building to facilitated adoption and long-term reinforcement, supported by a coherent channel architecture and a robust evaluation framework.
Overall, the report provides an integrated, evidence-driven foundation for an EU-level biosecurity communication campaign capable of enhancing awareness and resilience, strengthening behavioural uptake and contributing to reduced AI transmission risk across the poultry sector.
Europe is not alone in trying to bridge this `avian flu knowledge gap'; last October we looked at our own UF/IFAS Extension: What Backyard Flock Owners Need to Know about Bird Flu (Influenza H5N1).
Even in countries with far more experience dealing with avian flu, compliance with biosecurity has been a constant struggle (see Taiwan: H5N1 Infected Chicken Dumping Incident Investigated).
South Korea has repeatedly stated that this year's wave of HPAI is far more virulent than previous years, and they are operating under an extended state of emergency (South Korea: MAFRA Investigation Into Biosecurity Lapses on HPAI Affected Poultry Farms).
What this means for the future of HPAI is uncertain. Avian flu is constantly mutating, and sometimes that attenuates the threat, and sometimes it increases its impact.
While many governments are loath to speak frankly about the risks of avian flu - we either find better ways to convincingly communicate the risks of HPAI - or risk the virus will find a way to do it for us.