Ebola: A Global Call to Action
The 2014 Ebola epidemic in West Africa was the largest outbreak of the disease ever seen, threatening Liberia with public health and economic catastrophe. Our objective was to help the Government of Liberia voice a powerful call to action that rallied global humanitarian support: aid, medical expertise, logistical supplies and international solidarity. At a moment of immense uncertainty, Liberia needed the world to listen and to act and needed a communications operation capable of making that happen.
Impact
The campaign rallied a global community in support of Liberia and galvanised the international community behind the President through truthful communications. Reuters' West Africa Bureau Chief Daniel Flynn stated that the Liberian authorities were making an impressive effort to ensure transparency. The world was awoken to the severity of the epidemic and came together to avert a catastrophe. The campaign helped turn the tide on Ebola in Liberia and won the prestigious PRWeek Global Award for best Issues and Crisis campaign.
Approach
Woodrow's founder Charlie Tarr led Liberia's international media efforts, crafting a clear and authoritative response as the crisis evolved, using facts to dispel misinformation and garner strong media coverage to inspire action from national and international bodies. He set up an international press office on behalf of the Liberian Ministry of Information as the single point of contact for all global media enquiries. The most impactful moment came in a 'Letter to the World', read by the President, broadcast on the BBC and reported in over 200 media outlets worldwide.
