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We've seen the spread of rumors and anti-science messages during Ebola, during Zika, the anti-vaccine movement is not new, and WHO's response often has been,' Oh, there's a really bad outbreak of measles in Eastern Europe, it's okay, we're going to disseminate pamphlets.' That's not enough when the anti-science messages are sophisticated, targeting vulnerable populations and really tailoring anti-science messages to groups that believe them.