Ebola Must GO: Stopping Ebola is Everybody's Business

In November 2014, the Liberian President challenged her nation to reach zero new Ebola cases by Christmas. Ministry officials then challenged CDC and a committee of communication advisors to develop a campaign to “get to zero.” Within eight days, Liberia launched an evidence-based, two-track campaign that supported reducing new confirmed cases to zero. Two Ministries co-led the campaign, one leading public awareness, the other social mobilization. Public awareness products and strategies were designed to reinforce social mobilization activities.

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.