admin | September 18, 2026
Farm Radio International and the Just Communication Network are currently hosting a dynamic, multi-country WhatsApp discussion series exploring how media professionals can better inform, protect, and engage communities during public health emergencies like the Ebola epidemic.
Drawing critical lessons from past outbreaks, the program brings together broadcasters, journalists, and communication officers from Nigeria, Malawi, Kenya, Tanzania, Ghana, Uganda, the Democratic Republic of Congo, Ethiopia, Zambia, and Zimbabwe. Expert guidance is being led by two frontline veterans of the 2014–2016 Liberian Ebola outbreak:
- Dr. Samson Arzoaquoi: A respected Liberian medical professional who worked closely with media, civil society, and local communities on public health communication.
- Jefferson Massah: A veteran journalist and media development practitioner who reported extensively during the crisis.
The first two weeks of the discussion have established a robust foundation for safe, ethical, and effective health reporting. Here is a breakdown of what has been covered so far.
The first week focused on equipping journalists with exact medical science to cut through confusion and misinformation. The discussion established that Ebola is a rare, severe, and often fatal viral illness caused by specific orthoebolaviruses (such as the Zaire, Sudan, and Bundibugyo strains). Symptoms typically appear 2 to 21 days after exposure.
It spreads through direct contact with blood or bodily fluids (sweat, urine, vomit, diarrhea, saliva, semen, breast milk) of a symptomatic person; handling infected wild animals/bush meat; or touching contaminated objects like needles or soiled clothing. Experts also emphasized that deceased individuals remain highly contagious, requiring specialized handling.
Participants identified and dismantled critical misconceptions circulating in their regions:
- The “Airborne” Myth: Correcting the widespread fear that the virus floats through the air.
- The “Death Sentence” Myth: Emphasizing that Ebola is survivable, particularly with early medical intervention.
- The “Curse or Conspiracy” Myth: Addressing deep community distrust by separating biological realities from rumors of witchcraft or hidden donor agendas.
- The “Safe Corpse” Myth: Reaffirming that traditional burial practices (like washing or kissing bodies) must yield to safe, dignified burials managed by trained teams.
Building on the first week, Week 2 tackled the emotional and behavioral climate of health reporting, focusing on how media shapes public perception during a crisis. Dr. Samson Arzoaquoi reminded participants that fear is not mere stubbornness or cultural resistance; it is an innate biological survival mechanism. When communities are terrified, the brain triggers a fight-or-flight response that impairs rational thinking and trust.
- The media’s goal is not to eliminate fear, but to refuse to amplify it.
- By delivering calm, verified, and plain-language information, broadcasters can reduce uncertainty and restore audiences’ capacity to make life-saving decisions.
In the race for ratings and views, some media outlets lean toward alarming headlines or graphic imagery. Participants agreed this approach backfires—breeding panic, stigma, and mistrust, and driving infected individuals into hiding. The solution is to balance traditional reporting with solutions journalism by focusing on recovery stories, community resilience, and practical steps people can take.
Because misinformation travels faster than verified facts, media teams shared practical tactics to counter falsehoods:
- Monitor phone-ins, community gathering spaces, and social media to catch rumors early.
- Avoid repeating false claims; instead, focus entirely on delivering the correct information in simple, accessible terms.
- Bring in respected local figures—religious leaders, traditional authorities, Village Health Teams, and Ebola survivors whose personal testimonies prove that survival is possible.
One-way broadcasting is no longer sufficient to build trust. Stations are adopting interactive formats to engage audiences:
- Launching moderated WhatsApp or SMS hotlines to lower the barrier for hesitant listeners to share voice notes and questions.
- Establishing consistent, same-day interactive health programs featuring local medical professionals if possible.
- Approaching affected individuals with empathy, securing informed consent, and protecting privacy so human stories are told with dignity rather than exploitation.
The online discussion continues. Week 3 will be focusing on ethical reporting and fact-checking and Week 4 on designing effective, engaging radio programs during an emergency.