Ebola Must GO: Stopping Ebola is Everybody's Business
KAP surveys demonstrated that Liberians knew Ebola was real. But the numerous existing messages lacked focus on the specific actions science said would stop the spread. “Ebola Must GO” messages used positive framing to show how these steps could be taken by every person, family and community. Evidence-based messages were structured using a research-based model to enhance retention, validated with Liberians and field-tested with front-line volunteers.
Reducing cases to zero demanded significant behavior change in culturally sensitive practices and normative change such as sharing information about Ebola cases. Rapid product production was undertaken to support consistent message dissemination; reinforcement by key influencers, such as traditional chiefs; and layering through proven channels such as radio and mobile telephone. National and international partners incorporated messages in their outreach activities, ensuring consistency in message regardless of agency or location within the country.
By mid-January, Liberia was recording less than one new confirmed case daily.
This campaign models how integrated, multi-channel health communication can lead to measurable behavior change in an environment with limited infrastructure at a time of extreme emergency.
Learning Areas:Implementation of health education strategies, interventions and programs
Planning of health education strategies, interventions, and programs
Describe elements needed in an effective communication campaign aimed at epidemic control Understand the importance of evidence-based information in formulating communication campaigns
Keyword(s): Health Promotion and Education, International Health
Qualified on the content I am responsible for because: One of CDC's senior risk communication specialists, Jana L. Telfer spent nearly 3 months in West Africa working with the Liberian Ministries of Health and Information in the Ebola response. During the Fukushima nuclear incident, she was in Japan to help the U.S. Ambassador. As an expert in applied crisis, emergency and risk communication, she values sharing information to help people under stress make better decisions.
Any relevant financial relationships? No
I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.