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. 

On the transfer, co-founder Victoria Martin expressed her pleasure to see this work continue under Wits' leadership, knowing that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction. 

As Wits, we honour the team and partners who sustained The CI for decades and look forward building from that strong base. This includes co-founders Warren Feek (1953-2024) and Victoria Martin as well as La Iniciativa de Comunicación (CILA), which continues independently at lainiciativadecomunicacion.com with links to The CI Global site. We are also eager to forge new partnerships and entertain new ideas as we consider how best to contribute to social and behaviour change in our rapidly evolving environment.

If you are joining the International Social and Behaviour Change Communication (SBCC) Summit in Panama, please join Wits and CILA on Monday, 22 June, to share your thoughts and suggestion for the relaunch of the Communication Initiative. We will be in Pacifica 5 from 12-1:25 for the Refuel, Reflect, and Renew Lunch Series: The Communication Initiative: celebrating a driving force for Communication for Social Change and the way forward. We will reflect on the legacy of Warren Feek and family in creating the Communication Initiative, consider the contributions of CI over the years and then turn our attention towards the future in this dynamic session. 

If you are unable to join us in Panama, we still want to hear from you. Please contribute your thoughts by following this link: https://redcap.link/CommunicationInitiative2026 or reaching out to ci_surveys@commint.com. 

You can also follow the QR Code:

 https://redcap.link/CommunicationInitiative2026

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TheoryPicker - Selecting a Behavior Change Theory to Guide Health Communication

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This online tool is designed to help determine the most appropriate behaviour change theories to apply to health communication campaigns. Based on a 10-question survey about the behaviour change desired, six theories of behaviour change (focused on the individual and interpersonal levels) are ranked by their degree of fit. The TheoryPicker is intended mainly for public health professionals and students who are not behavioural scientists and who may find theory selection daunting. But the tool may also be useful to more experienced practitioners, as it could, for example, prompt them to consider alternatives to a theory they typically use.

The TheoryPicker uses a formula, which compares the description of the behaviour change challenge given in the survey with major components of the following 6 behaviour change theories:

  • Diffusion of Innovoation
  • Extended Parallel Processing Model
  • Health Belief Model
  • Planned Behaviour/Theory of Reasoned Action
  • Social Learning/Cognitive Theory
  • Trans-theoretical Model

TheoryPicker offers a brief overview of each theory, as well as other tips and resources relevant to health communication.

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Languages

English

Source

TheoryPicker website on June 20 2017.