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 - Sanjeevani

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Date
Knowledge Shifts
21% learned the importance of vaccination, 11.8% learned how to lower fevers. 91.4% of the respondents said that they learnt something from the programme, especially the soap opera portion.
Practices
25% of the viewers said that they applied the information that they learned from the program in the treatment of diarrhea.
Attitudes
Many attitudinal changes occurred, 57.6% of respondents said that they learnt that female education is of primary importance for the development of the community. 22.5% learnt that health education is necessary, 12.5% learnt that there should be no gender discrimination and that daughters and sons should have equal rights. 5.8% learnt that knowledge should be shared with others in the community.
Source
Report from the Field - Use of TV Soap Opera for Social Change in Nepal. Peter F. Chen, Ph.D.