Highly Pathogenic Avian Influenza (HPAI) subtype H5N1 is now endemic in large parts of Indonesia and this situation has revealed, among other constraints, a lack of human resource capacity in many institutions especially in terms of understanding of, and experience in, the control of poultry diseases. Cost-efficient prevention and control of HPAI must be built on a sustainable poultry health programme that incorporates collaborative research and development activities involving the public and private sectors. The programme should provide appropriate education, communication and services to: all poultry producers, workers and traders; community animal health workers; field veterinarians, livestock officers and extension workers; and senior-decision makers at national, provincial and district levels. Lessons learnt in the production of effective education and communication materials that are readily accessible to each target audience are described.