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 lainiciativadecomunicacion.com and is linked with The CI Global site.
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Things We Do For Love

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"Things We Do For Love" is a Ghanaian television serial drama for young people that seeks to depict the pressures and problems of adolescence. The programme makes an effort to create a platform from which parents and guardians can begin discussing reproductive health issues with their adolescent children. Things We Do For Love aims to influence behaviour change among young adults by promoting positive lifestyle behaviour.
Communication Strategies

Entertainment is used as a tool in this televised drama, which explores issues ranging from teenage pregnancy and sexually transmitted infections (STIs), to condom use and rape. The programme dramatises both negative and positive lifestyles and the behaviour of adolescents and parents in an effort to stimulate discussions among viewers from both categories.

Development Issues

Health, Family Planning, Youth.

Key Points

“The series is a widely regarded programme that people look forward to for solutions to various reproductive health problems and issues.” Among the awards it has won: the Chartered Institute of Marketing, Ghana (CIMG) award for TV programme of the year in 2001 and the CIMG award for best TV-produced programme of the year in 2002.

Partners

Ghana Social Marketing Foundation (GSMF), John Hopkins University, Ministry of Media Relations, Ministry of Health (MOH), National Population Council, Ghana Registered Midwives Association, Engender Health, Planned Parenthood Association of Ghana (PPAG).

Sources

GSMF website on November 24 2004.

Comments

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Submitted by Anonymous (not verified) on Thu, 09/21/2006 - 06:50 Permalink

We are an adolescent reproductive research programme and are working with clinics, young people and community. We have found this very useful and wish to get a copy of the drama if possible. This will be greatly appriciated.
regards
Gladys

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Submitted by Anonymous (not verified) on Wed, 03/10/2010 - 07:44 Permalink

Please,i would like to know if i can get a copy of the drama things we do for love.
Thanks.
From Rose([email protected])