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 - Young People's Project

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Date
Practices
During the first seven months of the operation, 8,000 calls were made to the hotline which was advertised after the song. Between June 1988 and December 1989 22,285 calls were made, about 59% of those were made by people with genuine problems. 25% of those calling were interested in information about contraceptives.
Increased Discussion of Development Issues
44% of those that heard the song talked to parents or friends about it.
Access
The song reached 92% of the target audience, 70% of this audience could recall and appropriately interpret the song's message, 90% of those surveyed liked the song.
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 115-117.