The Communication Initiative
Development action with informed and engaged societies
The Communication Initiative
After nearly 28 years, The Communication Initiative (The CI) Global is entering a new chapter. Following a period of transition, the global website has been transferred to the University of the Witwatersrand (Wits) in South Africa, where it will be administered by the Social and Behaviour Change Communication Division. Wits' commitment to social change and justice makes it a trusted steward for The CI's legacy and future.
 
Co-founder Victoria Martin is pleased to see this work continue under Wits' leadership. Victoria knows that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction.
 
We honour the team and partners who sustained The CI for decades. Meanwhile, La Iniciativa de Comunicación (CILA) continues independently at cila.comminitcila.com and is linked with The CI Global site.
Time to read
2 minutes
Print
a- a+
Published 16 years ago
Last updated 1 year ago
Read so far

Can Tru Love Withstand the Test

1 comment
Broadcast since January 2008, Can Tru Love Withstand the Test is a radio mini-drama series produced by the African Broadcast Media Partnership Against HIV/AIDS (ABMP) as part of its It Begins with YOU campaign, which is designed to communicate information related to HIV/AIDS, reproductive health, gender equality, and healthy lifestyles. The series of 90-second episodes is accompanied by a producers' guide to encourage media to produce additional, complementary programming on the issues raised in the drama series.
Communication Strategies

Following the first series, in May 2009, the ABMP began broadcasting a second year-long series of Can Tru Love Withstand the Test, with new episodes airing every 2 weeks. According to ABMP, the series builds on the popular radio soap drama formula using a serialised story line, but unlike most radio dramas, these are just 2-minute episodes. The series features typical circumstances and issues most young adults deal with in their day-to-day lives, with a strong focus on respectful relationships, gender equity, stigma, open communication about HIV/AIDS, reducing HIV risk, and promoting HIV testing. The second series includes themes related to the 2010 Soccer World Cup in South Africa.

According to the organisers, the 2-minute episodes raise key themes which can be used as a hook for the development of longer format programming, particularly talk shows, news, documentaries, and magazine programmes. A Radio Programming Guide [PDF] was produced to provide ideas to help in developing these programmes. It also provides additional supporting information on the main themes and messages highlighted in the campaign.

Click here to listen to the episodes.

Development Issues

HIV/AIDS, Youth, Reproductive Health, Gender,

Key Points

According to ABMP, focus groups across three ABMP countries found that young adults (18-35 years) strongly identify with the characters of the story, find the dramatic format compelling, and have high recall of the principal HIV/AIDS-related messages included in the series. A formal impact evaluation of the series is planned for mid-2010.

The It Begins with YOU campaign is also part of a special continent-wide initiative building on the excitement around the Fédération Internationale de Football Association (FIFA) 2010 Soccer World Cup. Using the tagline Football for an HIV-Free Generation, this pan-African initiative uses the power of sport as the impetus for innovative large-scale youth-focused HIV prevention. Football for an HIV-Free Generation combines outreach programmes for youth including educational, leadership, and life skills development with a sustained pan-African HIV/AIDS education and information media campaign.

Partners

Coca Cola (Africa) Foundation, Henry J. Kaiser Family Foundation, Bill & Melinda Gates Foundation, David & Lucile Packard Foundation, and Johnson & Johnson.

Sources

It Begins With YOU website on May 30 2009.

Comments

User Image
Submitted by Anonymous (not verified) on Tue, 11/24/2009 - 11:50 Permalink

Great work. Most impressed with the commercial type production and tension in the dramas. I worked in Pacific, Mozambique in Zambezia for three years and developed EE drama on HIV and other ideas - health, agriculture , education and civics. We made 20 minutes episodes with around six main characters and a few ghost characters too. Is it possible to get a few sample scripts? I would like to use it for training writers. I note you work in several languages. I found it challenging and yet most rewarding. we used two sets of actors for two different local languages and recorded on location with portable recorders. Do you repeat the broadcast each days or each week?

thank you

Patrick Craddock