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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I Care - Ghana

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More than 5,000 family planning providers were trained in counseling and primed for this campaign, which focussed on three regions of Ghana. This was a highly ambitious and successful initiative to increase the usage of modern contraceptive methods and family planning counselors by the general reproductive population.
Communication Strategies

A well known slogan was used to promote family planning providers in Ghana which were viewed as having a high standard of quality service. Morale, performance, and public perceptions were increased by the training provided. Print and audiovisual materials, mass media productions, rallies, and sporting events were all part of the campaign.

Development Issues

Modern contraception, Family Planning attitudes and usage.

Key Points

This programme borrowed experience from the commercial sector and promoted the provider of the product, in this case the health care workers rather than the products of family planning methods directly.

Partners

Johns Hopkins University/ Population Communication Services and Ghana Ministry of Health.

Sources

Piotrow, P.T., Kincaid, D.L., Rimon II, J.G., Rinehart, W., "Health Communication - Lessons from Family Planning and Reproductive Health". Johns Hopkins School of Public Health, Center for Communication Programs. 1997, pp. 66, 71, 85, 92.