Communication is the key to stopping the spread of the deadly Ebola virus. While health officials stress the importance of communication in containing the virus in the US, the challenge facing the authorities in Africa is far greater.
In rural areas, where many cannot read and have only limited or no access to radio or television, fear is fanning the flames of ignorance.
Doctors and nurses trying to isolate and care for victims have been attacked by relatives who do not understand why their loved ones are being kept from them.
The challenge facing health-care professionals is to agree a simple narrative that can be communicated easily to local people in their own language. Non-verbal communication also has a big role to play.
Scientists are doing their bit by accelerating the development of vaccines, now it's time for expert communicators to make a difference.