THURS-099 - Avian Influenza and One Health: Public Perceptions in the European Union and Missouri Poultry Farming
Thursday, April 23, 2026
5:00 PM - 6:00 PM PST
Location: Plaza Foyer, Plaza Level
Area of Responsibility: Area VI: Communication Keywords: Community-Based Participatory Research@@@Global Health@@@Health Communication@@@Infectious Disease@@@Rural Health, Subcompetencies: 6.1 Determine factors that affect communication with the identified audience(s)., 6.3 Develop message(s) using communication theories and/or models. Research or Practice: Research
Graduate Student University of Missouri Columbia, Missouri, United States
Learning Objectives:
At the end of this session, participants will be able to:
Describe how awareness, knowledge, and occupation influence public perceptions of avian influenza and zoonotic disease risk perception.
Apply communication and behavioral theories to design targeted health messages for rural and agricultural populations.
Identify implications for improving avian influenza communication strategies in rural and agricultural communities.
Brief Abstract Summary: Gain insight into how public awareness, knowledge, and occupation shape perceptions of avian influenza risk across global and local contexts. This presentation compares European Union data with emerging patterns in Missouri poultry farming to highlight communication gaps among agricultural workers. Discover how applying a One Health framework and adapting Knowledge, Attitudes, and Practices (KAP) survey tools can strengthen risk communication, rural outreach, and preparedness. Attendees will recognize how culturally relevant, equity-driven messaging can bridge knowledge disparities and enhance community engagement in zoonotic disease prevention.
Detailed abstract description: Across both global and local contexts, the way people understand and respond to zoonotic diseases is shaped not only by science but also by communication. This presentation invites attendees to examine avian influenza (H5N1) as a case study in how perception, education, and occupational realities influence preparedness. Drawing from the European Union’s Eurobarometer 65.2 dataset, the study analyzes how demographic and occupational factors such as gender, age, and employment in agriculture affect concern and awareness about avian influenza. Results show clear imbalances in how information reaches communities, with agricultural workers demonstrating lower awareness despite their higher exposure risk.
In parallel, the presentation introduces a Missouri-based framework that applies these findings to a state with extensive rural poultry operations and continued vulnerability to outbreaks. Incomplete poultry registration and limited rural communication systems create barriers to coordinated response. Through a One Health lens, this work emphasizes collaboration across animal, human, and environmental health sectors to improve public outreach and preparedness.
Attendees will explore innovative ways to use Knowledge, Attitudes, and Practices (KAP) methodologies and Quality of Life (QOL) frameworks to strengthen health education initiatives. The session highlights how localized, culturally relevant, and occupation-specific communication strategies can empower agricultural communities to take an active role in disease prevention and risk communication planning.
