A group of small children in the low-income west African country of Sierra Leone stand in a line. Each is holding a poster with the slogan: 'Prevent the new fresh cold'. This is a simple way of spreading a message about influenza. Messages can be communicated to the public in many forms, be it through the mass media, social networks or simple methods such as the one above, but that is not the issue. The question is which model works best for which country and why. When you consider that, according to the World Health Organization (WHO), seasonal influenza is responsible for three to five million cases of severe illness and between 250 000 and 500 000 deaths each year, effective communication campaigns are of paramount importance. So, the key question health workers need to ask is how those working in the field can get these messages across. Take, for example, Sierra Leone, one of the world's lowest-income countries, with an average health-care expenditure of only US$ 41 per person per year, was the subject of a WHO study in the autumn of 2009 that looked at the best way to get health messages across during the A(H1N1) influenza pandemic earlier that year. [ILLUSTRATION OMITTED] The project which took the form of an awareness campaign, says Nahoko Shindo, a medical officer at WHO, posed several problems, most notably the need to ensure that the message reached its intended target: the local community. Sierra Leone, we took two groups, she explains. One group from George Brook a semi-urban setting around the capital, Freetown, and the other from Blama, a village in the east of the country. They have very different cultures and perceptions about the disease. There were other challenges. You can't really talk about the importance of hand-washing in areas where there is no safe water, so you really have to focus on respiratory hygiene, says Shindo. Respiratory hygiene includes putting your hand over your mouth when you sneeze or cough and not spitting near other people. In the tropical climate of many countries in Africa, where only two seasons exist--'dry' and 'rainy', the virus circulates all year round. For many people in Sierra Leone, traditional healers are just as important as modern medicine. Most people cannot read or write so the influenza control campaign was run along simple lines. Town criers were used to spread the message about the 'new fresh cold' and local singers would perform songs about the virus in the local language in marketplaces or other areas where people gather. Certain sections of society were targeted. For example, pregnant women were informed of the dangers of pandemic influenza by midwives who could, according to Shindo, efficiently pass on the information to the targeted population. To evaluate the campaign's success, the team working on the project developed two questionnaires. The first assessed the community's knowledge of influenza and randomly-selected members of the community responded. The second looked at community leaders' commitment to raise awareness after the end of the project. Community leaders involved in project implementation were interviewed. In each case, evaluators took down the verbal responses to the questions posed and translated them into English. The results of the WHO study showed that, broadly speaking, grassroots channels of communication involving community leaders were more effective than static methods, such as posters and mass media to get across messages about influenza. Different countries communicate the need to combat seasonal influenza in different ways. Last year Brazil undertook its 13th seasonal influenza vaccination campaign, during which approximately 32.75 million doses of vaccine were administered. The campaign included a Day of National Mobilization on 30 April, and the health ministry extended the provision of these vaccines to pregnant women, children aged six months to two years and health-care workers; it had only been provided to indigenous people and health-care workers in previous years. …