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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Impact Data - Eni A Wi Fun - Nigeria

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Methodologies
  • 134 pre- and post-projection surveys in five selected viewing locations and five selected non-viewing areas, followed by immediate post-projection surveys.
  • Monitoring of attendance and new user statistics from Ministry of Health clinics close to ten selected locations; however, this effort was abandoned due to technical difficulties encountered.
Knowledge Shifts
  • There was an increase in awareness among those surveyed of all family planning methods except the pill
  • After viewing the film, 94% of all those surveyed knew where to go for family planning services, as compared to 81% prior to viewing the film
Attitudes
  • There was an increase in the number of those who said they would recommend family planning to others, from 89% to 99%
Other Impacts
  • 95% of those surveyed said they liked Eni a Wi Fun and that they would recommend it to others
  • 93% said they found the film believable
  • 90% of those surveyed identified family planning as the topic of the film, 63% said the film was also about childhood immunisation, and 59% said the film was about ORT
Source
"The Use of Mainstream Media to Encourage Social Responsibility: The International Experience" - The Henry J. Kaiser Family Foundation - Prepared by: Jennifer Daves and Liza Nickerson - The Media Project.