Pandemic Flu - Communicating the Risks

In this interview published in the Bulletin of the World Health Organization (WHO), Dr Margaret Chan discusses communication and messages related to avian influenza (bird flu) and human pandemic influenza. In June 2005, Dr. Chan became Assistant Director-General for the Communicable Diseases cluster of departments and took up the newly-created post of Representative of the Director-General for Pandemic Influenza. According to the introduction to the interview, avian flu presents significant challenges to public health and government. Many public misconceptions exist about the nature of the threat to human health and how to respond to it.

The WHO hosted a meeting of public health experts in Geneva in December 2005 to discuss how governments should communicate the risks posed by avian flu and the threat of a human flu pandemic to members of the public. In the interview, Dr. Chan explains that the meeting was called to focus specifically on pandemic communications, as a first step to building a global communication infrastructure to respond to the challenges of a human influenza pandemic.

According to Dr. Chan, WHO Outbreak Communication guidelines advises member states to be as open and transparent as possible in their public communications regarding all disease threats, including avian and pandemic influenza. However, there is uncertainty as it is unknown when the next outbreak may be, or how many people it will likely affect. Dr. Chan also states that once working groups are established, some communications guidance will be available for governments and the WHO will provide technical and communications advice regarding public information campaigns specifically on avian and pandemic influenza.

Dr. Chan warns that the WHO advises against stockpiling of the anti-viral drug oseltamivir, as self medication may lead to resistant strains and cause more problems in the long run. Moreover, even though there is some uncertainty surrounding the next possible outbreak of avian flu, it is important to be prepared, and such preparations will be beneficial to the future response to any outbreaks of disease, strengthening global public health infrastructures generally. When questioned about some people's beliefs that a vaccine is readily available, Dr. Chan responds that the WHO advises governments to address such issues openly and rapidly. Because the pandemic strain has not yet emerged, there is no such vaccine currently available.

The example of Severe Acute Respiratory Syndrome (SARS) is provided as an example of the importance of transparent and timely reporting of disease outbreaks, as there are rarely instances of localised outbreaks in these cases. Outbreaks in one country may quickly impact another.

The article concludes by recognising the need to work closely with medical professionals during outbreaks, to ensure that public health messages are not contradicted, and to manage containing outbreaks and implementing control measures.