Risk communication on avian flu biosecurity: social research, audience segmentation, and communication strategy for an EU awareness‐raising campaign

Abstract This report comprises EFSA's response to the European Commission's request for technical assistance in risk communication for a strengthened, evidence‐based approach to awareness‐raising on avian influenza (AI) biosecurity within the European Union (EU). It integrates social research, audience segmentation and strategic communication design to inform a multi‐year campaign aimed at improving the awareness and consistent uptake of biosecurity measures across diverse poultry‐sector stakeholders. Its evidence base derives from two outsourcing activities: social science research and an audience segmentation carried out by ICF, and a multi‐year communication strategy undertaken by Verian Group Belgium S.A.. These draw on a systematic literature review, 39 in‐depth interviews conducted in three EU Member States, Eurostat data, and behavioural analysis using the ADKAR® framework. Findings indicate that while general awareness of AI is high, knowledge of transmission pathways, symptoms and the effectiveness of specific biosecurity measures is uneven, particularly among small‐scale farmers and backyard keepers. Behavioural, psychological and structural barriers—rather than lack of awareness—limit consistent implementation across segments. Five distinct audience segments—four farmer segments and one operational workforce segment—were identified. A sixth group composed of trusted intermediaries, especially veterinarians, emerge as pivotal for communication credibility and behavioural influence. The report proposes a phased, three‐year communication strategy progressing from legitimacy‐building to facilitated adoption and long‐term reinforcement, supported by a coherent channel architecture and a robust evaluation framework. Overall, the report provides an integrated, evidence‐driven foundation for an EU‐level biosecurity communication campaign capable of enhancing awareness and resilience, strengthening behavioural uptake and contributing to reduced AI transmission risk across the poultry sector.