Moya Sebastian, Lamont Kate, Brennan Marnie L, Ciavarino Giovanna, Costa Maria, Allepuz Alberto, Tamminen Lena-Mari, Correia-Gomes Carla, De Carvalho Ferreira Helena, Dogusan Mehmet Murat, Imperial Teresa, De Meneghi Daniele, Kjosevski Miroslav, Chantziaras Ilias, Burrell Alison
School of Veterinary Medicine and Science, University of Nottingham, Nottingham, United Kingdom.
Centre for Epidemiology and Planetary Health, School of Veterinary Medicine, Scotland's Rural College, Inverness, United Kingdom.
Front Vet Sci. 2025 Mar 19;12:1562648. doi: 10.3389/fvets.2025.1562648. eCollection 2025.
Effective communication is crucial for strengthening collaboration and ensuring the successful implementation of biosecurity measures against infectious diseases. A collaborative approach, where farmers and veterinarians play a central role in decision-making, may have a greater impact on promoting the implementation of biosecurity practices compared to a top-down approach. The objective of this study was to explore the perspectives of researchers, official services, and industry on the preferred communication methods between farmers and various on-farm stakeholders. Data were collected through four simultaneous focus groups conducted within the framework of the COST Action BETTER project: three involving researchers, and one involving official services and industry people. The data were analyzed using content analysis, which generated three main themes and 13 subthemes: (i) effective methods for communicating biosecurity messages to farmers: direct interaction and practical learning, audio-visual media and support materials, importance of personalization and coordination, and challenges and innovative solutions; (ii) designing an optimal communication system to promote behavioral change in biosecurity: initial strategies for communication: knowledge and trust, integration of technological tools, mandatory programs and coordinated campaigns, continuous training and collaborative learning, and incentives and certifications; and (iii) measuring the success of biosecurity communication programs: evaluation tools and audits, key indicators and benchmarking, measuring attitudes and behavioral changes, and participation and knowledge as additional evaluation metrics. The findings highlight the need for collaborative, personalized, and sustainable approaches to biosecurity communication. This study provides valuable insights to inform the development and implementation of communication programs that remain effective over time.
有效的沟通对于加强合作以及确保成功实施针对传染病的生物安全措施至关重要。与自上而下的方法相比，农民和兽医在决策中发挥核心作用的协作方法，可能对促进生物安全措施的实施产生更大影响。本研究的目的是探讨研究人员、官方服务机构和行业对于农民与农场内各利益相关者之间首选沟通方式的看法。数据是通过在COST行动BETTER项目框架内同时开展的四个焦点小组收集的：三个小组由研究人员参与，一个小组由官方服务机构人员和行业人员参与。使用内容分析法对数据进行分析，得出了三个主要主题和13个子主题：（i）向农民传达生物安全信息的有效方法：直接互动和实践学习、视听媒体和支持材料、个性化和协调的重要性以及挑战与创新解决方案；（ii）设计优化的沟通系统以促进生物安全方面的行为改变：沟通的初始策略：知识与信任、技术工具的整合、强制性计划和协调活动、持续培训和协作学习以及激励措施和认证；（iii）衡量生物安全沟通计划的成功：评估工具和审核、关键指标和基准、衡量态度和行为变化以及参与度和知识作为额外的评估指标。研究结果凸显了采用协作、个性化和可持续的生物安全沟通方法的必要性。本研究提供了宝贵的见解，为随着时间推移仍保持有效的沟通计划的制定和实施提供参考。
