It
goes without saying that during a crisis such as the pandemic the world is
currently facing; clear, consistent and concise communications can be an
effective tool in curbing the spread of diseases such as COVID-19. But
innovative communication has always been an Achilles heel for leaders in a
crisis, and Africa is no exception, says political campaigner, Madelain
Roscher, CEO of Status (Pty) Ltd.
“Giving
credit where credit is due, some African leaders have stepped up with regards
to taking decisive action to stop the viral spread of the Coronavirus by
partially or wholly placing their countries in lockdown and shutting borders
for trave and trade. But without proper communication on how to mitigate the
spread of the virus, Africa’s confirmed COVID-19 cases will continue to rise,”
says Roscher.
According
to the 2019 Global Health Security Index, which ranks countries across the
globe on their pandemic preparedness, using a scale of ‘Most Prepared; More
Prepared and Least Prepared,’ none of the African countries fell in the first tier.
Majority of the African countries were grouped in the latter as Least Prepared.
In
addition to being ill-equipped and unprepared, according to Index Mundi, the
majority of African countries do not have adequate medical facilities or the
infrastructure to effectively deal with a pandemic outbreak. African nations
generally have fewer than one hospital bed per one thousand people, and even
fewer respirators.
“To
flatten the curve, governments need to drive an understanding of the severity
of COVID-19, which has caused a global shut down - for a reason. Whatever
health initiatives are carried out should be accompanied by simple but
effective communication solutions that can resonate with all citizens,
regardless of their level of education.
“Communication
efforts can only be seen as effective when stakeholders understand the crisis
the country is currently experiencing; the potentially devastating
ramifications the pandemic will have on every citizen’s life; and most
importantly, the need to change their behaviour. It is only when the message is fully
understood and the significance thereof resonates with our people, that the
communication uptake or call to action results will improve. Once this happens,
the infection transmission rate will stabilise or decrease, which means health
care systems will be less stressed because fewer people will need
hospitalisation,” explains Roscher.
She
says the first directive governments should adhere to is issuing messaging that
is factual; relevant to the current crisis; consistent with what has happened
across the world; but most importantly, specific to the people.
“Governments
need to supplement their COVID-19 messaging with examples of where the nation
currently is in comparison to where the rest of the world was when the pandemic
broke out in the worst-affected countries. When people start realising that the
virus is spreading rapidly, is a reality in their own communities, and that the
reported losses have become conversations about real people they know, that’s when
the message of self-preservation will hit home and finally sink in. Governments
need to tell relatable ‘stories’ that extend beyond the washing of hands and
social distancing, and start sharing the real-life tragedies of their people
who have sadly succumbed to the virus,” Roscher continues.
With
free access to Facebook and some other social media tools; bulk messaging such
as pamphlets, SMSes and WhatsApp texts, which work perfectly well during
election times; and state-owned media, governments have all the necessary
channels available for effective communications.
But
Africa also has other factors which may prove difficult in stemming the spread
of COVID-19.
The
United Nations estimates that more than 70% of African metropolitans —
approximately 200 million people — reside in ‘crowded city slums’ or informal
settlements, with limited access to plumbing or electricity. In those
environments, social distancing and regular handwashing may be effectively
impossible.
As
of April 1, the reported number of confirmed people with the Coronavirus in
Africa had reached more than 5,880 cases with South Africa, reporting over
1,350 cases alone.
“Beyond
social and infrastructural issues, African leaders also face a bombardment of
fake news, misinformation and an intense distrust in government. This is where
governments can channel their various departments to speak in a unified;
coherent voice to disseminate information about what individuals can do to
minimise the spread and the risk to themselves, but also reiterate the official
avenues that are available to citizens who need assistance,” says Roscher.
It
is expected that African countries that are already battling with famine, wars
and malnutrition, for example, will be the hardest hit.
Africa
also has the highest HIV and Tuberculosis prevalence in the world, which means
that many of these people already have compromised immune systems and are at a
greater risk of contracting fatal COVID-19.
“Africa
needs to realise that a one-size-fits-all approach is not going to work and
that the continent’s needs are very different from those in Europe, Asia or the
US. We need immediate infrastructural solutions such as water tankers, mobile
testing stations, pop-up clinical care facilities, tollfree advice lines, and
stronger policing of movement, and then, the citizens of Africa will win this
war against COVID-19,” concludes Roscher.
