Research

After the outbreak of Avian Influenza (AI) in the United States over the last year, a vast
amount of resources were used to distribute information concerning how biosecurity should be
preformed on a poultry farm and how those measures can help prevent the spread of AI. But in
reality, AI outbreaks are not the primary concern of the US poultry industry on a yearly basis and,
while devastating to the industry when they do occur, are seldom and sporadic. Other respiratory
pathogens such as infectious bronchitis virus (IBV), infectious laryngotracheitis virus (ILTV), and
Mycoplasma spp. are far more common and cause huge economic losses. The increase in
materials available to poultry producers has focused on AI, with good reason, but has been
primarily traditional print media.

The goal of this proposal is to develop content in a digital media format to help educate the poultry industry. To accomplish this, our specific objective is to develop a series of short YouTube style videos detailing how all aspects of poultry production, not just biosecurity, can effect the development of respiratory disease in commercial poultry.

The rationale behind this proposal is multifold; first, research shows that the average
attention span continues to shorten and that interest levels in traditional media continue to fall.Most content is consumed through digital media in short bursts. Second, consumers of
information who speak multiple languages (as many in the poultry industry do) can identify with
concepts in video clips even if they don’t speak the same language as the narrators. Third, digital media, especially video formats like YouTube, do not have any cost associated with distribution. The content is online all the time; all the consumer needs is a link to access it. Statistics show that over 80% of the US population has access to the internet, making it the most effective distribution tool available.

Our approach to this project will be applicable and direct. We will create a series of short
2-5 minute videos covering multiple topics that effect respiratory disease including, but not
limited to, air quality, ventilation, litter quality, environmental stressors, and biosecurity. Stateof-
the-art technology will be used to demonstrate the concepts being presented in each video
short. Experts in each topic area will develop the particular video, and will lead the narration and
demonstration of ideals and concepts. Once filmed, videos will be professionally edited and
produced so that high quality videos can be published. We will publish the videos on an opensource
site (like YouTube) in a series so that only one or two videos are published at a time,
keeping the information distributed focused on a particular topic of discussion.

Our expected outcome of this project is a set of high quality, informational videos
outlining the effects of poultry farm operation on the development of respiratory disease. The
videos will cover many topics both directly and indirectly related to respiratory disease, and will
provide insight into how operations may be modified or improved to combat these respiratory
pathogens. The potential impact of this video series is sizeable. We will now have a digital video
media designed for the changing population of the US, allowing us to reach more people than
through traditional print media distribution. Furthermore, using a site like YouTube to distribute
these videos will also give us data points on how many people are actually watching the videos
(number of views). But most importantly, we will be distributing helpful information regarding
respiratory disease to the poultry industry in an easily accessible and consumable format.