Communicative interventions for preventing the novel Coronavirus (Covid-19) outbreak: insights from Iran’s rural and farming communities

ABSTRACT Purpose The article explores how best agricultural extension and advisory services (AEAS) can contribute to communicative interventions in preventing the COVID-19 outbreak in rural and farming communities. Methodology An action research was conducted in Iran, as one of the top countries experiencing the COVID-19 outbreak. Findings A strategic communicative intervention campaign for preventing the COVID-19 outbreak was designed at national level through diagnosing the situation, planning, organising expert teams, producing appropriate information, and disseminating through social networks, mass media and interpersonal communications. Extension staff, many relevant institutions, most key rural informants, local leaders, facilitators, farmers and nomads received and exchanged this information. Practical Implications These communicative interventions can not only help health care service systems control the outbreak, but help rural communities increase their knowledge about the virus and health measures to participate in preventing further spreading of the virus, while continue their agricultural activities. Theoretical Implications Preventing and managing health-related crises require effective measures, including communicative intervention campaigns. The article shows how agricultural extension systems can contribute to crisis and emergency risk communication and can support health care efforts and enhance the competencies of rural communities during human health-related crises. Originality/Value The novel coronavirus (COVID-19) which has transmitted to all parts of the world, including rural areas, can threaten food security and rural communities’ livelihoods. The study generates important insights about the process of extension interventions for enhancing these communities’ knowledge and skills to prevent and manage the virus transmission.