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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Published 26 years ago
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Impact Data - Oral Rehydration Therapy

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Date
Knowledge Shifts
Only 43% of women giving birth four years before the survey knew about ORS packages, ranging from 20% knowledge to greater than 70%. 56% of exposed women knew about ORS compared to only 32% of exposed women.
Practices
About 25% of women had ever used an ORS. Among children receiving treatment for diarrhoea, public health facilities or providers were more likely to recommend ORS or RHS (45% of the time) than those from private-sector (37% of the time). 20% of children were treated with ORS by exposed mothers as opposed to only 15% among unexposed women. 22% of children were treated with RHS by exposed mothers compared to only 16% of unexposed mothers.
Access
39% of women access radio at least once a week, 27% watch television once a week and 14% go to the cinema hall or theatre at least once a month. 48% are regularly exposed to at least one of the electronic mass media. 52% are not exposed regularly.
Source
K. V. Rao, Vinod K. Mishra, and Robert D. Retherford. "Knowledge and Use of Oral Rehydration Therapy for Childhood Diarrhoea in India: Effects of Exposure to Mass Media." National Family Health Survey Subject Reports, Number 10, November 1998.