Rural flight, caused in part by deforestation and the lack of sustainable livelihoods, is causing massive population shifts to urban centers of Asia, Africa and the Americas and with it an increase in mosquito borne diseases.  2.5 billion people live in areas at risk for epidemic transmission of dengue by the Aedes aegypti, a day biting mosquito.  Dengue is the second most important tropical disease (after malaria) with approximately 50 to 100 million cases of dengue fever and 500,000 cases of dengue hemorrhagic fever (DHF) each year.  DHF has re-emerged as a major cause of hospitalization and at least 21,000 deaths every year.  Case levels are reported at four times the level of the previous 30 years. Countries in the Asia-Pacific region have some of the highest incidence of Dengue/DHF, often higher than the incidence of malaria.  Dengue is caused by:

• Continued and frequently unplanned urbanization with inadequate municipal services such as water supply and solid waste disposal
• The escalating rate and geographical range of virus transitions brought about by intercontinental travel
• The circulation of multiple strains and serotypes in one area and adaptability of the vectors
• The unrestrained production and use of non-biodegradable food, drink and other packaging, drums and other water storage vessels that often become larval habitats
• The importation of used tires by developing countries at risk for dengue
• Non-existent, inconsistent or fragmented national public health programs

Purpose of the Study:

To determine the impact of a targeted communications strategy on the awareness and behavior of households to use personal protection methods to prevent mosquito bites that can cause Dengue/DHF

Findings:

This qualitative study revealed that people of Thailand have quite a high level of awareness of Dengue. However respondents perceived a higher degree of severity than in the past because people believed the disease has developed resistance over time.

In order to make a campaign impact both ‘active’ and ‘non-active’ (those who were not highly concerned nor actively taking preventative action) groups, it is essential that the key message contain ‘very serious’ issues that are distinguished from what they knew in the past. For instance, the severity of current Dengue disease and serious to fatal symptoms in such a short time span.

In addition to Dengue related information, suggestions on the use of ‘with product’ method seems to be appreciated by respondents as it has never been explicitly supported in the past. Respondents want information regarding side effects of those products and how to use them properly.