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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Football & AIDS - Zambia

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Through an initiative of the Football Association of Zambia (FAZ) and the Zambia Family Planning Services Project (ZFPSP), a drama was produced and performed at intermission during football league matches in Zambia. It sought to educate and sensitise the crowd to the dangers of HIV/AIDS and to promote effective responses to the disease. The groups being addressed were boys and men, who make decisions in most homes. The objective was to change behaviour and promote abstinence.
Communication Strategies

This programme used the medium of drama to depict the dangers of HIV/AIDS and its transmission. By performing the drama at major football (soccer) matches, organisers hoped to reach boys and men at an opportune time to influence them. The drama troupe hailed from a local secondary school and the community. In a humorous and educational way, they encouraged boys and men to focus on HIV/AIDS issues.

Development Issues

HIV/AIDS, Maternal and Child Health, Youth

Key Points

The organisers claim that the strategy of working in association with football organisations was effective in reaching a large number of people who are otherwise difficult to reach. Through the initiative, people of all ages, including young adult men, who attend these football matches, were exposed to HIV/AIDS messages and issues.

Partners

Football Association of Zambia (FAZ), Zambia Family Planning Services Project (ZFPSP).

Sources

Football Association of Zambia website on June 01, 2009.