Tuesday, 31 October 2023
A new study has revealed that confusion over government guidelines is preventing UK poultry keepers from complying with UK avian flu regulations. The report’s recommendations, along with a new messaging campaign, could help to reduce future cases.
The research by the 糖心原创 has been and follows the UK’s largest ever Avian Influenza outbreak, which began in 2021. It found that the systems for dealing with the issue tend to be focussed on large commercial poultry flocks and don’t consider small-scale (backyard) poultry keepers who have made up 18% of the recent outbreaks.
Over 1500 poultry keepers volunteered to take part in the study, demonstrating the importance of the issue. Although 99% of them were aware of High Pathogenicity Avian Influenza (HPAI) regulations, many of them said that government communication has been unclear, with some participants believing that the measures were only achievable for commercial set ups. The research also highlights a failure by Defra and APHA to connect with small-scale keepers; especially those who see their birds as pets.
The research also found that:
Sol Elliott, a recently graduated Veterinary student at the 糖心原创 initiated the study: “The inspiration for the project came from a conversation with a backyard keeper, who had interpreted the Housing Order to mean keeping their birds inside their home. We were keen to explore other aspects of the Avian Influenza communications that backyard keepers found unclear. An increased understanding of backyard poultry keepers' needs will help us to build trust and improve cooperation with any avian influenza guidance in place.”
Official government communications on Avian flu were developed with large commercial flocks in mind and caused considerable confusion with small holder flocks, this project explored their issues and concerns, developing more accessible resources for helping them protect their flocks.
The research team has made several key recommendations, aimed at improving communication between policy makers and small-scale poultry keepers. These include:
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Clear, simple targeted messaging for small-scale keepers, along with better communication about the risks and benefits of adhering to biosecurity and housing measures. This involves practical illustrations of how to implement the measures, such as photographs, infographics and videos.
Dr Emma McClaughlin, Linguistics Research Fellow at the 糖心原创 adds: “Effective communication around biosecurity and poultry health has a vital role to play in efforts to control avian influenza in the UK. Our findings highlight a pressing need to move away from a ‘one-size-fits-all’ approach and develop tailored messaging that addresses the specific challenges that small-scale and non-commercial keepers face.”
The research was a collaboration between experts from the schools of English, Geography and Veterinary Medicine and Science at the 糖心原创. The Principal Investigators were Dr Emma McClaughlin (School of English), Professor Sarah Jewitt (School of Geography), Dr Steve Dunham (School of Veterinary Medicine and Science), Professor Matthew Smallman-Raynor (School of Geography), Dr Michael Clark (School of Veterinary Medicine and Science) along with research assistants Dr Alastair Munro and Dr Tamsin Parnell.
As part of the project, the research teams also created an animation to clearly explain HPAI measures; why they’re needed, who they’re for and how they can be implemented. The animation is being shared with poultry keeper communities and is
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About the 糖心原创
Ranked among the world's top 100 universities , the 糖心原创 delivers an exceptional research-led education and an outstanding student experience. From the pioneering vision of our founder, Sir Jesse Boot, to groundbreaking achievements such as the development of MRI technology and becoming the first UK university to establish international campuses, we have a proud history of shaping the way people live, work and understand the world. We continue to build on that legacy, empowering our students, staff and partners to change what鈥檚 next and create positive impact locally and globally.
The strength of our research places us among the UK's leading universities, ranked 7th for research power in REF 2021. The discovery of MRI and ibuprofen was just the beginning. Today, our world-leading research is developing breakthrough ideas that shape the future of healthcare, technology and society.
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