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 cila.comminitcila.com and is linked with The CI Global site.
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Published 24 years ago
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Impact Data - It’s Not Easy Film/Video Project

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Practices
77% of people who watched changed their behavior in some way. 33% said that they were going to practice monogamy. 15% said that they would use condoms now as a result of watching the film.
Increased Discussion of Development Issues
26% discussed the film with a friend, 23% discussed the film with a partner.
Access
Approximately 20,500 people in Malawi had seen the film, 44% of those interviewed in Zimbabwe had seen it on television - nearly 90% of whom could recall the main message.
Source
The Use of Mainstream Media to Encourage Social Responsibility: The International Experience - Inventory of Projects. Henry J. Kaiser Family Foundation by Advocates for Youth, pages 125-127.