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: Khanda ndi Mphatso: Applying Social and Behavior Change Communication to Newborn Health in Malawi

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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.

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

Khanda ndi Mphatso: Applying Social and Behavior Change Communication to Newborn Health in Malawi

Name(s) of author(s)?:

Gedesi Banda, Tanya Guenther, Kondwani Chavula, Mary Kinney, Lara Vaz, Katie Cundale, Antje Becker-Benton

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

Journal of Development Communication (to be published next month), 2018

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?:

We developed a measure of campaign dosage to explore dose-response, based on reported participation in campaign activities and recall of campaign materials. The intervention provided direction on future facility and community level strategies that are effective in addressing behavioral and social norms that negatively affect care and survival of preterm and low-birth weight babies. The evaluation showed that the campaign contributed to changes in injunctive norms around care of newborns, increasing value for LBW and preterm babies, and encouraging social support.

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

Social Behavior Change Communication, preterm, low birthweight, social norms, community-based, Kangaroo Mother Care

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

SBC campaign linking mass media with community mobilization

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

Mixed method quasi experimental design

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

To come

Why was this research evidence found to be useful?:

At-scale, global work in different contexts