The Evolution of Shared Responsibility and Instructional Risk Communication in Brazil\u27s Campaign against the Zika Virus

This study provides an evaluation of instructional risk communication practices in Brazil\u27s response to the Zika virus during the 2016/2017 campaign. The communication was instructionally focused, explaining the way the disease is transmitted, what to do if the person is infected, and characteristics of the mosquito. The authorities also tried to convince the publics that, because the mosquito breeds in everyone\u27s houses and apartments, everyone could be part of the solution. The social, economic and cultural characteristics of the country, the population\u27s low levels of health literacy, and a long-lasting government credibility problem in the country make Brazil\u27s fight against these types of diseases considerably difficult. The IDEA model (T. Sellnow & D. Sellnow, 2013) was used as the theoretical grounding for the analysis. This study presents the concepts of collective efficacy and shared responsibility and recommendations for risk and crisis communication practitioners as well as government agencies with regard to engaging the population in managing this type of disease outbreak. Knowledge about how to generate and share strategic communication of this nature is increasingly important as the spread of novel diseases is increasing in frequency and intensity (Kilpatrick & Randolph, 2012)