Dire Dawa Health Bureau

COVID-19 Risk Communication and community

engagement Pillar revitalization plan

May 2021, DD, Ethiopia.

Table of contents

Contents
Table of contents.......................................................................................................................................................

1. Introduction..........................................................................................................................................................

1.1. Public Health and Social Measures in Ethiopia (PHSM) findings as a background..............................

2. Strategic Approach...............................................................................................................................................

3. Key Communication Activities............................................................................................................................

4. Goal of the Campaign:.........................................................................................................................................

5. Objectives..............................................................................................................................................................

6. Performance Measures.........................................................................................................................................

7. Action Plan............................................................................................................................................................
1. Introduction
Ever since the outbreak of the pandemic, COVID-19 has had a devastating impact on
humanitarian, economic, social, and political life around the globe. Studies indicate that its effect
will continue to haunt nations particularly developing nations for years to come. Before and after
the first case was identified in our country, lots of prevention and control work was
accomplished especially in the first seven months of the outbreak. The effort involved all sectors
and the entire community, a lot was achieved in terms of raising awareness about COVID-19,
making prevention materials available, and preparing the health sector to be responsive to the
outbreak. As a result, it was possible to avert massive rates of infections and deaths and ‘stop’ a
projected national crisis. The emphasis given by the Government and all sectors to the pandemic
and their resolve to reverse the situation, the coordination work, and the active involvement and
determination of the community were the key factors that brought those results.

However, that emphasis given to the prevention work started to diminish over the last six
months, and the following are the trends which show the decline in emphasis given to the
response effort:

1. COVID-19 Multi-sectoral Task forces were not fully functional, and some even
stopped functioning altogether
2. Lower adherence by institutions to implement known prevention measures
3. Organizing large meetings, trainings, graduation ceremonies in public buildings in the
presence of Government leaders and with many participants without a mask or other
protection measures
4. Crowded hotels, restaurants, butcheries, cafeterias, entertainment places and
transportation services doing business as usual
5. Organizing super spreader events such as cultural and religious ceremonies, public
rallies, sports events, wedding and funeral ceremonies without any precaution and
with many participants wearing no masks
6. Lower mask use across the city.
1.1. Public Health and Social Measures in Ethiopia (PHSM) findings as a background
As per the findings from a telephone survey with 1,483 people conducted in February 2021. The
survey examined how people respond to public health and social measures (PHSMs) to prevent
COVID-19. The sample is representative of households with access to a landline or cell phone,
but does not include people without access to phones.

Highlights from this survey report?

Disease Dynamics and PHSM Implementation

Reported new cases and deaths have been increasing in Ethiopia since early February 2021. The
test positivity rate remains high; it is likely that many cases are going undetected.

PHSM Support and Self-Reported Adherence

Since August 2020, self-reported adherence to PHSMs decreased markedly in Ethiopia; support
for most measures also decreased. The findings align with the government’s loosening of
restrictions on public gathering and mobility since September. The drop in face mask use is
particularly concerning given the recent rise in cases.

Risk Perceptions and Information

Satisfaction with the government’s COVID-19 response remains high, though trust has
decreased. The majority of people report they have resumed normal activities, though comfort
with taking public transportation remains low. About four in 10 respondents believe health care
workers should be avoided because they may transmit COVID-19.

Secondary Burdens

Among Ethiopian households in need of health care, only 11% reported skipping or delaying
health visits in the past six months.
2. Strategic Approach
Based on the lessons learnt in the past starting from the COVID-19 pandemic new strategies and
modifications to existing ones have been made. While the interventions and activities with
regards to the control of COVID-19 will likely remain the same throughout the response, the
implementation approaches were shifted depending on the status of the outbreak and the public’s
perception. Therefore, the strategic approaches

● Awareness raising: In addition to the traditional approaches to increasing awareness

about the pandemic, about transmission mechanisms and prevention methods, an
innovative communication approaches need to be used to address the problems: myth and
misconceptions in the community
● Multi-Sectoral/Whole-of-Government and Whole-of-Society Approach: Maintain on-
boarding all relevant sectors and stakeholders to play their roles on the implementation of
the revitalization plan.
● Coordinated and an intensive law enforcement movement: Establishing a
standardized mechanism to hold non-adhering individuals/organizations accountable by
law, in a uniform manner across the region.

● Increase COVID-19 vaccine uptake:

● Decentralization: building the response capacity of the lower structures sustainable
behavioral changes and enforcement.
● Enabling Environment: Creation of an enabling environment for the public to adhere to
NPIs by making resources like masks and hand washing facilities available and
affordable
3. Key Communication Activities
Awareness raising:
 Delivery of important messages on status of the pandemic and what needs to be done by
political leaders including the city mayor, heads of Health Bureau, political party leaders,
etc. on a regular basis.
 Delivery of important messages under the motto ‘I Care’ by community leaders and
opinion makers including religious and elders, Artists, sports men, women leaders,
celebrities on social media with huge followers, students, etc. on a regular basis.
 Promote mask use on traditional as well as new media by producing innovative designs
representing various sections of the community and showing them to wider segment of
the population
 Conduct house-to-house visit to remind people to take all the necessary precautions all
the time, take a test when they have the symptoms, remind parents to teach their children,
advise people to self-isolate when they have symptoms or test positive without a
symptom, take COVID vaccine if they are illegible, advise people who stopped getting
essential health services to go and get it by using health extension workers and
volunteers. It is also important to have discussion and reach understanding with religious
and community leaders particularly in urban settings.
 Organize a mobile team in areas of refugee and IDP centers to conduct awareness
creation and screening. Set up isolation centers at these centers,
 Use community organizations ( village, block, ‘Edir’ leaders) to announce and implement
a village that cannot be passed without wearing a facemask
 Establish a Community Emergency Team to raise awareness and monitor social
activities.
 Organize young people under the motto, ‘Modern/Cool Youth’, help them mingle with
the community and become part of the movement, and organize a social media campaign
 Conduct awareness raising events regarding the current election campaign
  Ban all gatherings which do not follow prevention mechanisms from TV screens and
social media by issuing circular and by monitoring its implementation
 Inform the public how treatment centers are struggling under the current situation
 Share stories of patients and families affected by the pandemic with the wider public as
frequently as possible
 Conduct awareness raising campaigns regarding the need for mask use and physical
distancing in closed spaces
 Make the public aware of the precautions needed during home based isolation and care
and about the penalties for people who violate the directives
 Send alert letters to all relevant institutions about status of the pandemic and about the
actions they need to take
 Make the public aware of activities prohibited by Directive 30 and the punishment for
those breaking the rules
 Make the public aware of the measures taken while enforcing the directive
Multi-sectoral/Whole-of-Government and Whole-of-Society Approach
 Reorganize the multisectoral response task forces (at all levels) and to get things moving
again.
 Mainstream COVID-19 response as mission critical and in every activity of the
institution or the sector.
 Establish COVID-19 response coordination committee which guarantees that masks are
used properly, hand hygiene materials are available, physical distancing is observed, and
air is freely moving in office rooms in the institution.
 By involving the management team, departments and all staff, every institution need to
make COVID-19 response a regular agenda item during meetings and must evaluate
activities carried out.

Coordinated and an intensive law enforcement movement

 Strengthen COVID-19 response initiatives in schools, it is important to organize a police

unit consisting of student volunteers that supervises mask use, physical distancing and
hand hygiene practice in schools.
  Advocate to carry out a city and institution focused law enforcement movement by
creating and popularizing model leaders and institutions in the area.
 Established a law enforcement sub task force consisting of representatives from peace,
security, and judicial bodies under the supervision of administrative bodies at all levels.

4. Goal of the Campaign:

 To reverse covid-19 transmission and reduce mortality

5. Objectives
 Improve Covid-19 risk perception and personalization
 Increase implementation of prevention methods (NPIs)
 Accelerate covid-19 vaccine rollout

6. Performance Measures
1. Make visits to 12,000 households (80% urban 9,600, 20% rural 2,400)
2. Increase mask use from 32.5% (week 29 NPI) to 50%
3. Increase physical distancing from 27.5% (week 29 NPI) to 35%
4. Establish 20-30 student police in each school
 7. Action Plan
Table 1. COVID-19 risk communication and community engagement revitalization action plan for the month May to June
2021, Dire Dawa, Ethiopia.

Activity plan for covid-19 response in Dire Dawa May 2021 June 2021
Administration Health Bureau Budget in
Target
Measurements W W W W W W W W ETB
Strategy Detail activities
1 2 3 4 1 2 3 4
Provide orientation for community Number of
influential from each catchment area individuals 390 400,000
(urban and rural) including Edir leaders engaged
Conducting workshop with community Number of
2 150,000
based associations workshops
Awareness Use community organizations ( ketenas,
Number of
creation block, ‘Edir’ leaders) to announce and
reporting village 147 0
implement a village that cannot be passed
under each HEP
without wearing a facemask
Number of print
Community engagement through print
materials 3000 250,000
media
produced
Engage COVID-19 survivors and affected Number of 3 9,000
families testimonial messages testimonies
 Conduct house-to-house visit o 12,000 HHs Number of HHs
1 300,000
(Urban 9,600 and Rural 2,400) Visited
Organize young people under the motto,
‘Modern/Cool Youth’, help them mingle Number of
with the community and become part of the youths recruited 2 40,000
movement, and organize a social media and oriented
campaign
Develop tailored messages based on
Number of
regional assessments and for COVID-19 24 0
messages
vaccine uptake
Disseminate developed messages through Number of
available media outlets(social media, messages 24 100,000
Radio, TV and print media) disseminated
Provide technical and Refresher training
on RCCE for HCW working in COVID-19 Number of
60 150,000
Awareness centers, facilities head and RCCE focal trainees
creation with integrated essential health service
Orientation and discussions with known
Number of
social media users/bloggers with large 50 68,000
trainees
followers and media personnel’s
Conduct awareness raising events Number of
1 100,000
regarding the current election sessions
 Ban all gatherings which do not follow
prevention mechanisms from TV screens Number of
 NA  0
and social media by issuing circular and by actions taken
monitoring its implementation
Send alert letters to all relevant institutions
Sent letters for
about status of the pandemic and about the  30 0
major sectors
actions they need to take
Number of
public
Make the public aware of activities  8 (Once
information
prohibited by Directive 30 and the per  40,000
broadcasted
punishment for those breaking the rules week)
through major
medias
Establish a Community Emergency Team Number of
to raise awareness and monitor social teams  15
activities. established
Awareness Conduct school peer education by trained Number of
 70  20,000
creation school volunteers school involved
Facilitate Community Conversations by Number of  30  30,000
trained volunteers community
conversations
conducted
 Number of
weekly
Conduct Vaccine demand generation and
misinformation 8 10,000
tracking and dispelling misinformation’s
identified and
debunked.
Reorganize the multisectoral response task
forces (at all levels) and to get things 8 0
Strengthenin
moving again
g Multi
30
Sectoral Number of
Establish COVID 19 coordination (differen
Response committees 60,000
committee in all Sectors t
established
sectors)
Carry out Establish Law enforcement sub task force  Number of
coordinated consisting of representatives from peace, committees  60,000
and an security, and judicial bodies at all levels. established  15
intensive law  Number of
enforcement Every sector must have targets/plan, which sectors with
movement would be implemented and reviewed action plan for  30  0
regularly covid-19
response
Conduct inspections by all responsible  Number of  5 40,000
sectors to institutions they provide license major license
 providing
sectors
involved
Re-start “No mask No service” in all  Number of
30  0
institutions sectors
 Number of
organize a police unit in schools consisting
schools
of student volunteers that supervises mask
enforcing class  100  0
use, physical distancing and hand hygiene
room student
practice
police

 Total Budget required  1,677,000