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.
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Evidence: The Effectiveness of Social Marketing in Global Health: A Systematic Review

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Participating organisations in the Global Alliance for Social and Behaviour Change - Building Informed and Engaged Societies were asked to identify, in their opinion, the 5 most compelling research and evaluation studies that demonstrate the direct impact of this field of work on a major development issue. This was one of the nominees. For the full compiled list, please click here. For the compilation of the key impact data across all research evidence identified, please click here.

Editor's note: The below article can be found summarised on The CI site here.

Title of paper, article, book (chapter), publication?:

The Effectiveness of Social Marketing in Global Health: A Systematic Review

Name(s) of author(s)?:

Rebecca Firestone, Cassandra J Rowe, Shilpa N Modi, Dana Sievers

Who published this paper, article, book (chapter) or other publication?:

Health Policy and Planning. Vol 32 Issue 1 Feb 2017

What are the best extracts that highlight the evidence for the impact of a communication for development, social change, behaviour change, public engagement, or informed citizen strategy on a development issue and priority?:

97 studies reported on changes in behaviour. Statistically significant findings were more likely to apply when audience insights and other social marketing approaches were used

To which development issue does this evidence and impact data relate?:

Variety of public health programmes

To which strategic approach(es) does the evidence and impact data relate?:

Social marketing

What research methodology (ies) was/were used to produce this evidence and impact data?:

Systematic literature review

What is the URL to access this paper, article, book (chapter) or other publication?:

https://academic.oup.com/heapol/article/32/1/110/2555385

Why was this research evidence found to be useful?:

It is a recent, comprehensive review of social marketing in LMIC.