Development action with informed and engaged societies

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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How Should Home-Based Maternal and Child Health Records Be Implemented? A Global Framework Analysis

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Affiliation

University College London Medical School, and Royal Free London NHS Foundation Trust (Mahadevan); University of Colorado Anschutz Medical Campus (Broaddus-Shea)

Date
Summary

"Optimizing implementation of HBRs can potentially increase ownership and equity of coverage and improve engagement with the HBR content."

Initially introduced in immunisation programmes, home-based records (HBRs) can take many forms in the 163 countries in which they are used, including antenatal care records, vaccination-only cards, vaccination-plus cards or booklets, child health books, and combined maternal and child health (MCH) books. There is evidence that HBRs can improve patient-provider communication, support continuity of care, and empower women and children by encouraging them and their caregivers to be health literate and actively participate in their own care. Using a framework analysis approach, this study sought to delineate the facilitators and barriers to the effective implementation and use of HBRs, especially in low- and middle-income countries (LMICs). This study was part of the evidence synthesis for the World Health Organization (WHO) recommendations on HBRs for maternal, neonatal, and child health (MNCH).

The researchers drew on 18 gray literature documents and 12 semi-structured interviews with key informants (with a breadth of experience, predominantly in LMICs), abstracting the relevant data into an analytic matrix. They identified 8 main components of the implementation process, all of which are envisioned as spokes of the wheel of a successful HBR programme:

  • Establishing high-level support: Many of those interviewed highlighted that strong advocacy is required to educate government stakeholders, particularly health ministry officials, and donor and coordinating agencies about the benefits of an HBR programme and what is required to implement it. Respondents identified robust evidence about HBRs to be a prerequisite for such advocacy.
  • Coordinating partners: Multiple sources noted that all partners involved in implementing the HBR programme needed to frankly discuss their individual priorities at the start of the process to ensure they were on the same page and committed to creating harmonious HBR content rather than competing with each other.
  • Selecting HBR contents: International and ministry-level respondents with policy experience in multiple countries indicated that the HBRs had the dual purposes of recording health parameters and communicating health education messages. However, many respondents viewed them only as recordkeeping tools; they suggested training healthcare workers to use the HBR as a starting point for health education conversations as well.
  • Designing HBRs: Interviewees unanimously agreed that the design process should involve community and end user input, so as to ensure that the HBR is mindful of local cultural sensibilities and aligned with workflows, making it more likely to be used. Respondents explained that it was important for regional languages to be represented on HBRs, not just the official or national language/s. Many sources noted the importance of adapting HBRs for low-literacy populations by using pictorials and rigorously testing these to ensure they conveyed the desired message.
  • Covering costs: Many sources preferred early planning for a gradual transition from donor to government funding, and they noted that this planning was made easier when the government/Ministry of Health was empowered from the start to lead the process.
  • Printing and distributing HBRs: Multiple sources found printing and distribution to be where the most roadblocks occurred. One respondent noted that rural and remote regions and those with large transient populations (e.g., refugees) posed particular challenges - both in terms of estimating numbers and in terms of HBRs and other services practically reaching them.
  • Promoting HBR use among healthcare providers: Sources explained that initial training on using the HBR must be given at the local level to all healthcare workers in both the public and private sectors who deal with HBRs. Refresher training was deemed especially useful for community health workers, who tend to have less formal education but who are vital in engaging rural or disenfranchised women/caregivers with the HBR. One suggestion was to reward healthcare workers who complete the most HBRs in practice.
  • Promoting HBR use among pregnant women/caregivers: Many documents and nearly all respondents spoke about the importance of patients/caregivers being introduced carefully to the HBR when they received it for the first time, with an explanation of its value and the necessity of bringing it to every health visit. Involving health professionals, such as community health workers and midwives, and nonhealth-sector stakeholders, such as religious and community leaders, in HBR pretesting and promotion was also viewed as important for gaining the acceptance of end users and making HBRs more relevant to them.

There are multiple interlinkages between these 8 implementation components. For example, the content areas chosen and the design of the HBR affect how it is valued and used by healthcare providers and pregnant women/caregivers. On that note, the researchers indicate that a number of existing studies have affirmed the importance of the design of the HBR. Sources advocate for plastic covers for physical durability, simple uncluttered layout, large print size, nontechnical language, attractive colours and shading, and clear photos or illustrations. Incorporating these changes when redesigning immunisation cards contributed to improving childhood immunisation adherence in studies in both urban and rural Pakistan.

The researchers call for further research on the perspectives and motivations of healthcare workers who deal with HBRs and on how HBRs can be effectively integrated with existing facility-based health information systems. Research is also needed, they suggest, on the differences between implementing single-focus and multiple-focus HBRs, including whether their unique characteristics make them suited to different contexts or populations.

In conclusion: "The hope for the related WHO guidelines...is that policy makers, donors, and the end users of HBRs (frontline health care providers, pregnant women, and the families of children) will all be able to better harness the benefits of HBRs for improved MNCH outcomes, increased participation and shared decision making, and better coordination and continuity of care."

Source

Global Health: Science and Practice March 2020, 8(1):100-113; https://doi.org/10.9745/GHSP-D-19-00340. Image credit: WHO