'Credible sources of information in the local language have the greatest impact: this is why word-of-mouth is so powerful, often dangerously so. But it is also why local media can be so effective.
'Public health messages are a critical component, but messaging alone and in isolation will not convince people who have heard and believed rumors from their friends and families. People gather information in 360-degree environments. They need to "own the information - feel that it makes sense, speaks to them directly, and is something that is so convincing and real that they want to share it forward, and make sure that others hear the message too.'