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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Impact Data - Multimedia Family Planning Promotion

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Date

The study was conducted in light of the absence of data and knowledge on whether or not the use of multiple media streams improves levels of exposure and information retention. The surveys that were carried out coincided with the beginning and end of the Tanzanian (Ministry of Health) Family Planning Communication Project of 1991-1994 and several other Tanzanian and international agencies and can be viewed as an evaluation of these multimedia campaigns.

Methodologies
The source of data for this study was the 1994 Tanzania Knowledge, Attitudes and Practice Survey (TKAPS94), which was specifically designed to evaluate changes resulting from the multimedia campaigns, and the 1991-1992 Tanzania Demographic and Health Survey (DHS), which provided baseline data. While the TKAPS94 survey had a smaller sample size and fewer questions than the DHS, the methodology was similar enough for the researchers to believe they could obtain a reliable data match. A series of bivariate and multiple regression analyses were used to evaluate the relationship between media exposure and knowledge and practices related to family planning.
Knowledge Shifts
Whereas 61% of those without hearing messages knew of modern contraceptive use, 91% of those who recalled family planning messages had heard of at least one modern contraceptive.
Practices
  • Women who had been exposed to 6 media sources were 11.2 times as likely as women who recalled no media sources to be using modern contraceptives.
  • Even women who recalled only one source of media were 2.2 times as likely as women who recalled no media sources to be using a modern method.
  • Women who recalled radio messages were 1.9 times as likely to be using modern contraceptive methods as those who had heard no messages.
  • Women who had heard only through Zinduka were 1.3 times as likely to have visited a family planning clinic and 1.3 times as likely to be using modern contraceptives.
  • The approval of the woman's partner towards family planning was the most important characteristic determining usage, making it 3.7 times more likely that modern contraceptives would be used.
Increased Discussion of Development Issues
After introduction of control variables, women who recalled radio messages about family planning methods were 1.7 times as likely to have discussed family planning methods with their husbands as those with no media exposure. Women who heard only through Zinduka were 1.4 times as likely to discuss family planning methods with their spouse.
Access
54.8% of the women were exposed to media messages focussed on family planning within 6 months of the intervention. Radio reached the most respondents, covering 48.9% of the group. 23.4% of those specifically recalled Zinduka as the medium for messages of family planning. 18% had seen posters, 8% had seen leaflets, and 4% had seen messages on TV. Cumulatively, 21.3% of the respondents had been exposed to 3 or more media sources.
Other Impacts
The authors believe that family planning campaigns must continue to be conducted using a multiple media format, noting the "striking" difference between those exposed to only 1-2 sources and those exposed to 3-4. The effect of multiple-media sources is incremental, and while sources that reach large numbers of people are crucial, they need to be supported by other mediums.
Source
Jato, M.N., et. al. "The Impact of Multimedia Family Planning Promotion on the Contraceptive Behavior of Women in Tanzania." International Family Planning Perspectives, Vol. 25, No. 2, June 1999: pps. 60-67.