This initiative was built on cooperation between a non-governmental organisation (NGO) - PSI/Malawi - and the Government to develop means for reaching out to citizens with information on bird flu, and details about how to prevent infection. To begin, together, the NAITC and PSI/Malawi identified key groups they sought to reach with their AI messages and materials. The NAITC, PSI/Malawi, and USAID Malawi then worked together to identify key messages for each group via a consultative and collaborative approach.

What emerged from this process was the concept development, pre-testing, and production of 5 A2 posters, 1 A4 leaflet, and 4 radio spots (one geared toward border populations, one geared toward border officials, and an additional two designed to educate the general population). The printed materials feature the basic message "Bird Flu is very dangerous! Prevent it!" They include simple, colourful illustrations - with red "check marks" to indicate practices that can help prevent avian flu (e.g., cleaning birds carefully) and red "X"s marked to show behaviours (e.g., sleeping near birds in one's household) that are unsafe - and basic instructions in the local language of Chichewa. One poster shares very basic details about signs of AI, and encourages reporting: "For more information consult your nearest veterinary office or call 01 753 038." The poster that is meant to reach officials policing the border encourages careful inspection of the poultry entering the country.

These materials have been distributed by the Government of Malawi in a phased fashion, beginning with border areas, in order to sensitise and educate the populations living near these locations on the dangers of AI and how to prevent it from entering the country in the first place. Communication materials have also been distributed to the Poultry Union, Siku Poultry Farms, and branches of Farmers World nationwide. They have also been shared with other agencies in the region. Organisers indicate that the materials will form a ready resource of approved Government of Malawi public awareness AI communication materials that can be reproduced using earmarked funding.

Health.