BRIANNA WIBLE . ALBA CUEVAS . NICOLE VICK .

OLIVIA BARTELUCCI . DEAN WILLIAMS . ANDREW WEIDNER

Ebola Background

The 2014 Ebola epidemic is the largest in history, affecting multiple countries in
West Africa.

The risk of an Ebola outbreak in the U.S. is very low.

Ebola is spread through direct contact with blood and body fluids of a person
infected by, and already showing symptoms of Ebola.

Ebola is not spread through the air, water, food, or mosquitoes. There is no
evidence indicating that Ebola virus is spread by coughing or sneezing.

Two cases including one death, and two locally acquired cases in healthcare
workers have been reported in the United States.

(The United States has had 4 cases of Ebola including 1 death. Two of those cases were
acquired in healthcare )

Ebola poses little risk to the US general population and is NOT contagious until
symptoms appear. Once people recover from Ebola, they can no longer spread the
virus to people in the community.

There is no FDA-approved vaccine available for Ebola.

Travel Facts
Why doesnt the CDC restrict travel to the United States?

CDC does not recommend stopping travel from countries with Ebola outbreaks.
Travel restrictions balance the public health risk to others, the rights of individuals, and
the impact of the recommendations on the welfare of the countries with Ebola outbreaks.
Least restrictive means necessary to protect the publics health.
Focus on stopping the spread at its source, and international humanitarian assistance
must continue.

-(According to the CDC) Active post-arrival monitoring began on October 27 in six

states (New York, Pennsylvania, Maryland, Virginia, New Jersey, and Georgia), for
incoming travelers from Guinea, Liberia, and Sierra Leone.

Many states are conducting some form of active monitoring for travelers returning from
these West African countries.
5 U.S. airports: (New Yorks JFK International (NY), Washington-Dulles (Virginia),
Newark (NJ), Chicago-OHare (Illinois), and Atlanta(Georgia))

At this time, there is no risk of contracting Ebola in other countries in the West African
region where Ebola cases have not been reported. However the situation could rapidly
change
All facts found on the Center for Disease Control and Prevention website: www.cdc.gov

Symptoms of Ebola

Fever

Fatigue

Severe headache

Diarrhea

Muscle pain

Vomiting

Weakness

Abdominal (stomach) pain

Symptoms may appear anywhere from 2 to 21 days after exposure to Ebola, but the
average is 8 to 10 days.

Primary Research

Content Analysis- Gauging word of mouth from news organizations about ebola. In the
U.S there are 91,079 articles in 2014 on ebola (NewsBank). Many spoke about the facts
of ebola, being prepared for ebola, and criticizing the way America and the CDC is
handling the situations.

Focus Group- On Doctors and Nurses to learn about their knowledge on proper ebola
precautions as well as learn any fears that they may have about working with ebola
patients both in Africa and America.

Survey- Conduct a poll to American citizens gauging their support or lack of support on
quarantining individuals coming back from West Africa. Add questions such as their
reason to why the support it or dont. Should be sent to frequent flyers if available.

Secondary Research

(National Nurses United)survey of more than 2,100 registered nurses at more than
750 facilities in 46 states and Washington, D.C., found that just 15% had received
Ebola education where nurses had the ability to interact and ask questions.

Ebola patients to be cared for at one of the nation's four specially designed
hospitals with biocontainment units
-(Nebraska Medical Center in Omaha, Emory, St. Patrick Hospital in
Montana, and the National Institutes of Health in Maryland)
-But officials from two of those facilities say the super-hospitals won't be able
to handle all future Ebola patients.

Know public knowledge/ opinions in America about ebola (see graphs)

General publics trust in government (see graphs)

Only 36% of people know

that the disease can only be
transmitted once symptoms
begin.

45% of Americans are worried

about ebola (either
contracting it themselves or
family)
63% worry about large
number of ebola cases

Issues

General population is uneducated about Ebola

Mixed messages about Ebola precautions

Lack of proper training throughout medical staff/administration

Discouraged health care workers from participating in travel care

programs

Difference between state and federal quarantine regulations

Lack of positive media coverage

Decrease in air travel nationally/internationally

Audience
Internal:
public health care officials
program--Doctors Without Borders
External:
General Public
Those affected by Ebola(who have had it)
Quarantined people--all of them
those who fly internationally (there could be layovers in other countries)
hospital patients who are in a hospital where an Ebola patient is being treated?
Intermediary :
Airlines flying to West Africa/internationally.
State government
Global Audience :
African Countries
Countries with layovers
World Health Organization

MUST INFLUENCE

LIKELY
TO
INFLUENCE

UNLIKELY
TO
INFLUENCE

General Public (including patients

that were in the same hospital as
ebola victims)
Public Health Care Officials
State Government

Quarantined people (those who

have to be and will be
quarantined)

SHOULD INFLUENCE

Airlines traveling to West Africa

World Health Organization
Ebola patients

African Countries
Countries with layovers

Objectives
1.

Increase number of public health authorities trained to handle ebola

in the United States by 15% in 6 months.

2.

Educate public about Ebola to reduce fear by 10% in American

citizens in 2 months.

3.

Generate Positive Media Impressions for the Center of Disease

Control and Prevention. (CDC ensures public health, CDC
collaborates with Public officials for Doctors without borders
program, CDC collaborates with airlines travel safety, CDC works
with government travel protocol)

4.

Increase confidence in CDC, State and Local Health Departments

and Hospitals by 15% within 2 months.

Issues

Lack of proper training throughout

medical staff.
Discouraged health care workers from
participating in care travel programs.

General Population is uneducated about

Ebola (ignorance)

Lack of positive media coverage

Mixed messages for Ebola prevention

and treatment
Decrease air travel
nationally/internationally
Difference between state and federal
quarantine regulations

Objectives

Increase number of public health

authorities trained to handle ebola in the
United States by 15% in 6 months.

Educate American public about Ebola to

reduce fear by 10% in 2 months.

Generate Positive Media Impressions for

the Center of Disease Control and
Prevention. (CDC ensures public health,
CDC collaborates with Public officials for
Doctors without borders program, CDC
collaborates with airlines travel safety )

Increase confidence in CDC, State and

Local Health Departments and Hospitals
by 15% within 2 months.

Objective 1: Increase number of public health authorities

trained to handle ebola in the United States by 15 percent in 6
months.
Strategy 1.1. Ensure hospitals are properly trained in Ebola prevention.
Tactic 1.1.1 Collaborate CDC and NJ hospitals healthcare workers to develop an
Ebola Prevention Program.
Tactic 1.1.2 Send a team from each hospital to attend the CDC conference
about Ebola prevention.
Tactic 1.1.3. Make Ebola safety tutorials available online for Hospitals through
the CDC website.
Strategy 1.2 Increase public health officials involved with Doctors Without Borders
Tactic 1.2.1: Host DWB workshop with key-note speakers from the field
(workers/survivors)
Tactic 1.2.2: Create a volunteer program with CDC and Doctors without Borders
to engage new potential volunteers.

Objective 2: Educate American public about Ebola to

reduce fear by 10% in 2 months.
Strategy 2.1: Update public knowledge on Ebola through interpersonal events.
Tactic 2.1.1: Televised concert raising money for Ebola research/Cure.
-HBOs D.C. Valor Concert
-Live Aid Concert
Tactic 2.1.2: New Jersey University tours holding seminars to provide Ebola
information and to encourage student involvement.
Strategy 2.2: Reassure public they are not in immediate danger of contracting
ebola.
Tactic 2.2.1: Bus/Subway advertisements with website to Know the Facts
Tactic 2.2.2: Print ads through local newspapers, big name newspapers, and
billboards
Tactic 2.2.3: Print ad on grocery tote bags
Tactic 2.2.4: Online advertisements

Objective 3. Generate Positive Media Impressions for the Center of

Disease Control and Prevention. (CDC ensures public health, CDC
collaborates with Public officials for Doctors Without Borders program, CDC
collaborates with airlines travel safety, CDC works with government travel protocol)

Strategy 3.1: Communicate with state and national governments to maintain a

unified message regarding Ebola
Tactic 3.1.1: Hold joint press conferences explaining safety precautions
Tactic 3.1.2: Partner with the United Nations Health Agency and the World
Health Organization to ensure safety protocols are effective.
Tactic 3.1.3: Update the CDCs website with reports on the success of Ebola
treatment.

Strategy 3.2: Encourage donations.

Tactic 3.2.1: Small donation ad at the top social media sites.
Tactic 3.2.2: Encourage donations from shoppers checking out at grocery
stores.

Objective 4: Increase confidence in CDC, State and Local Health

Departments and Hospitals by 15% within 2 months.
Strategy 4.1 Communicate with state and federal governments to maintain a
unified message regarding quarantine efforts.
Tactic 4.1.1 Hold monthly meetings with government officials and CDC
regarding any necessary regulations changes/updates.
Tatic 4.1.2 Create a single documentation regarding what the country should
do for travelers coming back from the 3 infected countries in Africa.
Tactic 4.1.3 Televised Press Conference with President Obama and CDC
Director Tom Friedman on executive decision for quarantine regulations.

Strategy 4.2 Reduce fear of flying internationally

Tactic 4.2.1 Filling out a pre departure quiz about prevention of the Ebola
Virus.
Tactic 4.2.2 When customers are purchasing tickets, give them a formal
notice (before ticket is bought) about the mandatory quarantine.

Total Budget

Objective 1: $225,000
Objective 2: $1,729,500
Objective 3: $13,000
Objective 4: $430,000
Research: $166,000
Evaluation:$100,000
$2,663,500

Ethical Analysis
Question:
Is it ethical to quarantine people against their will after travel?

Potter Model
Definition
CDC PR: Quarantine may have detrimental
impact on the number of health care workers
volunteering to assist Ebola control or
prevention efforts in the affected countries

Loyalties
CDC PR: General public, health workers, Ebola
patients, national and international partners

State: U.S. residents

State: Quarantine will stop any possible
outbreak in the U.S. and reduce fear

Values
CDC PR: protect the publics health,
humanitarian assistance

Principles
CDC PR: Aristotles Golden Mean
Greatest good for the greatest number

State: protect the publics health

State: Mills Principle of Utility, the right amount
of desirable good over avoidable evil

Our Analysis
We feel that the state governments choice to quarantine health workers is unethical because it
discourages workers that help fight the ebola outbreak to continue volunteering.
The government needs to consider Ebola as a world issue rather than only a national one.
Solving the Ebola issue internationally will ultimately benefit both America and West Africa.

Greatest Good for the Greatest Number

Objective

Evaluation

Increase number of public health

authorities trained to handle Ebola in the
United States by 15% in 6 months.

Post-workshop survey sent to

hospitals in attendance.

Educate American public about Ebola to

reduce fear by 10% in 2 months.

Online survey to public about

general ebola knowledge

Generate positive media impressions for

the CDC containing the phrases CDC
ensures public health, CDC
collaborates with public officials for
DOB, CDC collaborates with airline
travel safety, and CDC works with
government travel protocol.

Content analysis to see if these

phrases were used

Poll public about their

confidence in the government.

Increase confidence in CDC, State and

Local Health Departments and Hospitals
by 15% within 2 months.