PR blitz on bird flu about to hit nation

A million-dollar publicity blitz on preparing for a flu pandemic starts today with taxpayer-funded advertisements on television and radio.

The broadcast media campaign precedes a maildrop to 1.4 million households around the country next week, advising people on hygiene and household planning.

The H5N1 strain of bird flu has spread rapidly since the beginning of February, killing birds in at least 15 new countries as it spreads deeper into Europe and Africa.

It has killed or forced the slaughter of tens of millions of chickens and ducks across Asia and Europe since 2003, as health officials fear the virus could mutate into a strain that is easily transmitted between people.

That has not happened yet, but at least 97 people have died from the disease worldwide, according to World Health Organisation figures.

Fifteen-second ads will screen on TVOne, TV2 and TV3, advising people on hygiene, preparing emergency kits and general household planning.

Similarly themed advisories will run on the infomercial-style Family Health Diary television slots later this week. Radio ads will run in English, Maori and Pacific Island languages.

Households around the country will get a brochure, fridge magnet and covering letter from the Health Ministry in their letterboxes from next Wednesday.

The $1 million blitz is a ratcheting up of the ministry's public awareness campaign, which began with advertisements on public broadcaster National Radio on February 17.

Director of Public Health Dr Mark Jacobs said past surveys had shown that although there was good general knowledge about the risk of a future pandemic, only a third of people had actually done something about it.

"Everyone should be aware of the risk of a future flu pandemic and be aware that there are practical things that they can and should be doing to help their families get ready for that."

After a period of intense planning in the past 12 months - including the stockpiling of anti-viral medicine - the ministry has signalled that a large part of its work will wrap up by mid-year. Dr Jacobs said some planning work would continue indefinitely.