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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Measles Communication Programme

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A national multimedia mass communication project to increase knowledge and participation in measles vaccinations. The project also used this opportunity to observe the effectiveness of using mass media as the main method of communication on health issues. The measles related objectives of the project were to encourage more mothers and their children to attend health clinics, to increase knowledge about measles, give clear information about the age for measles vaccination, and, as a result increase vaccination levels. There was a focus on urban areas.
Communication Strategies

Radio, newspaper, and television advertisements; print materials, posters, banners, welcome streamers, bumper stickers, and t-shirts.

Development Issues

Child Health, Immunisation & Vaccination.

Key Points

A focus on urban areas allowed for reasonably convenient access for the people to whom the services were being provided. It was also important to focus on the urban areas as there is a lower vaccination rate in urban areas than rural ones.

Partners

Philippine Department of Health's Maternal and Child Health Services, Public Information Health Education Services, Communication for Child Survival Project (HEALTHCOM).

Sources

Zimicki, S., Hornik, R.C., Verzosa, C.C., Hernandez, J.R., de Guzman, E., Dayrit, M., Fausto, A., Lee, M.B., Abad, M., Improving vaccination coverage in urban areas through a health communication campaign: the 1990 Philippine experience. WHO Bulletin DMS. Vol. 72, 1994. Pages 409-419. Click here to view this document in PDF format.