Ebola in Uganda: Analyzing the Ministry of Health’s Response to the Recent Outbreak on “X” (Formerly Twitter) Through a Cultural-Sensitivity Approach

This study examined the crisis communication strategies employed by Uganda's Ministry of Health (MOH) in response to the recent Ebola outbreak using a cultural-sensitivity approach. We examined Tweets from September 19 2022, to January 11 2023, during the time of the outbreak. Our findings showed that the ministry responded to the outbreak by using communication best practices, including instructing information and adjusting information. The study also found that the MOH adopted a cultural-sensitivity approach in their risk communication, which included acknowledging and addressing cultural practices that spread Ebola, the use of trusted actors in the communities, adopting religious language in their communication, and community engagement; mobilization, vigilance, and reporting. We conclude that risk communication and risk management efforts can be successful when messages are tailored to specific populations with their cultural beliefs and practices in mind.