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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It's Not Easy Film/Video Project

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This project involved producing a film (on video) which conveyed HIV positive people as workers with the objectives of clarifying the basic facts about HIV/AIDS and encouraging attitudinal changes towards people who are HIV positive. It also attempted to encourage safer sexual behavior.
Communication Strategies

A 48 minute film, "It's Not Easy", which was available in 16mm and video formats. The film won 8 international awards, and was made available in English, French, Luganda, Swahili and siSwati.

The film tells the story of Suna, a young, married business executive with several girlfriends, who ignores warnings about AIDS. Career, family, and a nice girlfriend are all going well for Suna, a young African business executive. But everything changes when his newborn son is found to be infected with HIV - the deadly AIDS virus. "It's Not Easy", but neighbors and co-workers learn to become allies, instead of enemies, in the battle for life.

Development Issues

HIV/AIDS

Key Points

"It's Not Easy" was the subject of an interesting research project in 1991. AIDSCOM conducted a study on an American audience to test if a film targeted for audiences of a developing country could be equally effective in the United States. The major findings of the study were that: 1) the film was effective in providing correct HIV/AIDS knowledge; 2) it had an impact on behavioral intention; and 3) it was appropriate for all races.

Partners

Development for Self Reliance, Union of National Radio and Television Organizations of Africa (URTNA), The Johns Hopkins University, AIDSCOM (evaluation).

Sources

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.

Also see Media for Development International (MFDI) website.