The Canadian Pandemic Influenza Plan for the Health Sector

To implement PHAC's pandemic phase roles and responsibilities under the Canadian Pandemic Influenza Plan.

To review and update communications plan and make sure that it can be put into action.

To update key stakeholders.

To inform the public.

Direct

Proactive

Teleconference, emails, web updates, sharing of communications materials.

To inform other government departments of global pandemic activity.

To inform other government departments of the health portfolio response.

To provide updates on global pandemic situation.

To coordinate HC/PHAC response with other government departments.

Direct, consultative

Proactive

Teleconference, emails, web updates.

To inform NGOs of global pandemic activity and the health portfolio response.

To provide updates on the global pandemic.

To coordinate the health portfolio response with NGOs.

Direct

Consultative

Teleconferences, email, sharing of communications products.

To inform provinces and territories of global and Canadian pandemic activity.

To inform provinces and territories of health portfolio response.

To provide updates.

To coordinate health portfolio response with provinces and territories.

Direct

Consultative

Teleconferences, email, sharing of communications products.

To inform ministers and MPs of health portfolio response.

To provide updates on current activities.

Direct

Proactive

Briefing materials, media lines, Qs and As.

To fully implement very high profile nationwide public education/ awareness campaign.

To inform public and stakeholders of actions needed to protect themselves.

Direct

Proactive

Print ads, national radio ads, national television ads, outlining what to do/what not to do/where to get vaccine, web ads.

To establish consistency in messaging with provinces and territories, international community and stakeholders.

To explain, clarify and demystify the crisis.

To inform people of self-care steps, progress of pandemic (antiviral/vaccine, etc.), and steps taken by the federal government and its stakeholders to provide necessary services to maintain population health/social stability.

To keep stakeholders/partners up-to-date with the latest information and aware of their roles/responsibilities.

Direct

Proactive

Frequent updating of PHAC website – public and provider pages (fact sheets, Qs and As, etc.; educational videos on hand washing.)

Relevant links to other sites.

Operationalize call centre and publicize toll-free numbers where public and providers can call for information or assistance.

On behalf of the Government of Canada, coordinate federal communications messaging and activities across the federal government.

To support the lead department, PHAC, by aligning federal communications activities outside the purview of the lead.

Direct

Proactive

Daily conference calls with federal Director General of Communications.

Coordinate and share federal evergreen media lines and ESF12 daily reports.

The Government of Canada Pandemic Influenza Communications Response Plan.

To liaise with Senior Officials Responsible for Emergency Management (SOREM) at the P/T level.

Update SOREM community on the federal level activities related to pandemic.

Direct

Proactive

Conference calls with SOREM representatives from the provinces/territories.

To inform FN and Inuit communities of pandemic activity in Canada and actions needed to protect themselves.

To coordinate response with the Public Health Agency, provinces, territories and FN communities.

Direct, collaborative and through First Nations and Inuit Health Branch regions.

Proactive

More intensive communications with partners and stakeholders.

Increased coordination of public information campaigns with PHAC, partners and national Aboriginal organizations.

Distribution of materials through stakeholders, partners and provinces
Inclusion of key FN and Inuit messages in Ministerial news conferences.

Identify and make Health Canada spokespersons available for interviews and news conferences to address issues related to First Nations and Inuit health.

To communicate information concerning vaccines and antiviral medications authorized for use to help protect against the virus.

Provide information for health professionals and the public.

Direct

Proactive

Develop risk communications products (including public advisories and warnings, Dear Health Professional letters and others) for broad distribution.

To provide information concerning counterfeit products found on the Canadian market or the Internet from foreign destinations.

Provide information to health professionals and the public.

Direct

Proactive

Develop risk communications products (including public advisories and warnings, Dear Health Professional letters and others) for broad distribution.

Provide workplace health and safety guidance to federal/frontline/overseas workers.

Update and maintain contact lists; engage partners; raise awareness and inform federal workers of the Workplace Health and Safety Program and Office of Emergency Preparedness responsibilities.

Direct

Proactive
Consultative
Collaborative

With PHAC, Labour Canada, Treasury Board and provinces/territories, develop materials and maintain broad dissemination via the Internet and departmental extranets.

Provide guidance regarding health care for Internationally Protected Persons.

Provide information to stakeholders and the public.

Direct

Proactive

Develop web communications materials.

Manage Health Canada's communications response in regions in close collaboration with PHAC, provinces/territories and other partners.

Build and maintain F/P/T relationships and networks to ensure effective communications response.

Direct

Proactive
Reactive

Media outreach.

Include regional perspective in national materials whenever appropriate.

Media lines and other media relations tools developed with regions.

To communicate information concerning adverse reactions to antiviral drugs and all other marketed therapeutic health products used for the prevention or treatment of a pandemic strain of influenza, and actions that should be taken in response.

Develop materials to advise health professionals and the public

Direct

Proactive

Risk communications products (public advisories and warnings, Dear Health Professional letters and others) for broad distribution

To implement pandemic phase of P/T pandemic influenza plan.

To mobilize P/T spokespersons (preferably media trained) and ensure that they have appropriate training and skills.

Direct

Proactive

Regular and frequent news conferences as required.

Make technical experts available for media technical interviews/briefings, local media events, etc.

To establish timely fourway communications sharing with federal government and agencies, municipalities, stakeholders and providers.

To present a united front with international, federal, municipal and health care partners.

To provide updates on situation.

Direct

Proactive

Teleconferences, email, sharing of communications products.

Joint news conferences with local municipalities, federal government and agencies.

Compassionate, caring, empathetic, hard-hitting and forthright communications.

To fully implement very high profile, province-wide, public education/ awareness campaign, aligned with national campaign.

To inform public and stakeholders of actions needed to protect themselves.

Direct

Proactive

Provinces/territories to consider use of:
- print ads
- local radio ads
- television ads outlining what to do/what not to do/where to get vaccine.
- web ads.

To inform ministers and MPPs/MNAs/MLAs of health portfolio response.

To provide updates on current activities.

Direct

Proactive

Briefing materials, media lines, Qs and As.

To ensure that there is consistency in messaging with other provinces/territories (use federal government as point of contact), international community and local bodies.

To explain, clarify and demystify the crisis.

To keep people informed of self-care steps, the progress of the pandemic (antiviral/vaccine, etc), and the steps taken by the P/T government/ stakeholders to provide necessary services to maintain population health/social stability.

To keep stakeholders/partners up to date with the latest information and aware of their roles/responsibilities.

Mobilize press relations centre.

P/T websites.

Frequent updating of ministry website – public and provider pages (fact sheets, Qs and As etc., educational videos on hand washing).

Establish relevant links to other sites.

Operationalize call centre and publicize toll-free numbers where public and providers can call for information or assistance.

To ensure consistency (continued).

To provide the media with up-to-date information.

To demonstrate transparency and accessibility.

To select appropriate (trained) spokespersons.

Direct

Proactive

Information specific to health and social services workers via websites, intranets, extranets and special bulletins/newsletters.

Press releases and press conferences (regular or ad hoc), according to the severity of the pandemic.

Translation of public information tools.

Choice of spokespersons according to situation severity (from communications advisor to Chief Medical Officer of Health/CPHO or minister).

Fast activation of a telephone line to answer questions from the public and provide reassurance.
Leaflets and posters widely distributed.

Print and electronic media, through media placements and public relations (bookings on information programs).

Church bulletins.

National media.

Community television and print media.

Mobilize network of those relaying information – as defined in previous phase – through a variety of media identified in the previous phase.

To ensure consistency (continued).

Public and commercial radio stations as well as community radio stations to transmit messages to specific audiences (regions most affected by the pandemic, etc.).

Where applicable, broadcast information on radio networks specializing in health.

Amateur radio broadcasters (members can relay information).

Briefing sessions to disseminate specific information.

Pre-recorded health advice (what to do) on telephone lines (while callers are on hold) of establishments in the health and social services network.