Singapore & SARS
I'm always talking about Singapore & SARS, so here is a bit of information:
Communication pathways
During the SARS outbreak, using various methods of distribution, made it easier to facilitate messages regarding prevention and protection measures. For example, the CDC’s (Centers for Disease Prevention and Control) website for detailed information regarding SARS, received more than 2.6 million visits. Those visiting the website took advantage of travel alerts and other pertinent reports. I believe having this site as a central hub for information was positive and a key component in reaching large audiences of people (Arguin, 2004).
Other methods of communication were the media, i.e. radio, TV, social media, print, and health related documents, such as pamphlets, hospital flyers, and other educational materials. It is of the utmost importance that all materials are in different languages and that terminology is universal, so that nothing is lost in the translation.
Health and Risk Communication
Health communication has evolved towards the focus of emerging diseases, and risk communication involves the exchange of information between those who are dealing with a threat to their security (Menon, 2006).
Singapore is a fine example of who executed health and risk communication during SARS 2003. Not only did they build respect between those in charge and the citizens, but from other countries, even those not involved, for the work that they did, measured by the overall outcome of the SARS health crisis.
Risk communication requires continuous communication, being opened, being honest about the extent of the crisis, being transparent in communications, showing action and progress, respecting one’s own citizens and their feelings, and providing answers and direction. This is what Singapore did. In fact, there were both pluses and minuses, exhibited by the countries involved during SARS 2003:
Positives:
Singapore:
Action oriented and responsive.
Accepted the travel alert issued by the WHO to the areas of concern
The Infrared Fever Screening System [thermal scanner, example of a multidisciplinary approach for border control]
Diagnostic kits, so if you’re infected, you’re at home and not around others.
SARS dedicated TV channel
Outbreak Communications across Cultures
Electronic tracking of those in isolation
SARS task force teams
Viet Nam:
Open and quick to act to the health crisis
Negatives:
Canada:
Had no health communication strategy or risk communication skills
Showed more public relations and concern for their finances than the citizens
Was not part of the global effort in stopping the transmission of SARS
Was very upset at the WHO, when a travel alert regarding Toronto was released
Was very slow to react to the health crisis, which resulted in lost lives
China:
Partially reported the disease for about three months, which introduced global risk for SARS
Taiwan:
Covered up their second wave of SARS cases during May of 2003
Increased Public Health Communication Response and Messages
According to the WHO Expert Consultation on Outbreak Communications (2004: Singapore) (2005), the best practices for enhancing and increasing public health communication, is to build and restore trust, make announcements early, be transparent, respect all concerns, have plans, make use of the best technology available, make updates, use universal language, competent cultural communication skills, and collaboration.
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