Ebola has been defined as the most serious challenge humanity has faced in recent times. The mobilization for addressing this challenge is becoming greater by the day— many colleagues are already fighting this emergency and others are ready to join the fight. The medical response, which at first came under fire, is now being adjusted and improved rapidly. Nevertheless, a medical curative response, as good as it can be, it is not sufficient to win this war. There is the need to monitor, respond quickly, and, most of all, prevent the spread of the disease. A number of actions and expertise need to work together to be effective. One of such key area of expertise is Communication for Development or C4D.
C4D- also at times known as Development Communication, Behaviour Change Communication or Communication for Social Change- is probably one of the most critical, yet often neglected ingredient of development. Its adoption and institutionalization has traditionally gone through a number of ups and downs since it first began to be applied in a more scientific manner in the 70s. The reasons for such swings are not always clear since its functions and objectives have been, and still are, consistently acknowledged as crucial to achieving an effective, sustainable and people-based kind of development.