UNICEF's strategy involves drawing on the voice of influential spokespersons with the power and presence to highlight the importance of the polio NIDs for both the public and the media. One UNICEF Goodwill Ambassador, Youssou Ndour (Senegal), stressed the importance of participation: "In Africa, we have to communicate this message very powerfully and involve all the leaders, musicians, artists, imams,
traditional leaders, everyone." Other past or current Ambassadors in the West and Central Africa region include Angelique Kidjo (Benin), Femi Kuti (Nigeria), and George Weah (Liberia). These personnel use the media and broadcast technologies (radio and television, for instance) to make the public aware of the need to participate in the polio NIDs - and to motivate them to do so.

For example, UNICEF Liberia drew on the notoriety of Liberian-born Goodwill Ambassador George Weah (who is no longer an Ambassador) to communicate pro-vaccination messages. A renowned international football star, Weah was also intensely interested in supporting the polio NIDs. "Young people look at me with respect, and they trust me", he explained. "I tell children what I know and what UNICEF believes is important to tell them, and that includes the importance of being vaccinated against polio."

Specifically, Weah recorded polio NIDs radio spots for broadcast throughout Liberia in both English and Kru, his traditional language. He also participated in a number of community events, using a loudspeaker to disseminate the vaccination message widely within small villages perhaps otherwise not reachable by other media. A PhotoProfile on his work was distributed globally to garner the attention of international media (such as Voice of America, or VOA), who requested interviews with Weah about polio.

Immunisation and Vaccination, Health, Children.

According to organisers, "Africa risks the largest epidemic of polio in recent history - threatening thousands of children and jeopardising our common investment in a polio-free world. Polio is fighting back, fuelled by low immunity levels and spreading across borders to paralyse children in areas that were formerly polio-free. Africa today accounts for almost 90% of all polio cases this year, with transmission approaching epidemic rates."

In response, the NIDs involved tens of thousands of vaccinators traveling house-to-house to deliver the polio vaccine to every child. The first round of campaigns was conducted from 8-12 October and the second from 18-22 November (with vitamin A supplementation). Scheduled to be held in 23 African countries, these NIDs are part of a cross-border polio campaign that was expected to result in the vaccination of 80 million children.