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.
Time to read
less than
1 minute
Print
a- a+
Published 24 years ago
Last updated 1 year ago
Read so far

Impact Data - Designated Driver Campaign

0 comments
Date
Practices
Increase in number of adults who had acted as designated drivers from 29% to 37% during the project period from 1989 to 1991. Increase in the percent of young adults (under 30) that had been designated drivers from 43% to 52% over the same time period. 46% of drinkers had acted as designated drivers in 1991 (35% in 1989), 51% of frequent drinkers had been designated drivers in 1991 (36% in 1989). 35% of drinkers had been driven home by a designated driver in 1991 (28% in 1989), 44% of frequent drinkers had been driven home by a designated driver in 1991 (43% in 1989). 61% of socially and politically active people had been a designated driver in 1991 (45% in 1989). 50% of executives and professionals had been a designated driver in 1991 (36% in 1989). 46% of union members in 1991 (33% in 1989) and 41% of blue collars in 1991 (34% in 1989) had also been designated drivers.
Attitudes
93% of respondents thought that the designated driver concept was excellent (71%) or good (22%).
Access
In 1989: 67% of adults had seen the messages. In 1990, 89% of respondents were familiar with the programme and showed a favourability rating of 81 (of 100). 97% of parents of children (age 13-18) had seen the show and had a favourability of 82, 97% of parents of children (age 18-24) had seen it, with favourability of 88.
Source
Winsten, J.A. promoting Designated Drivers: The Harvard Alcohol Project. American Journal of Preventative Medicine. Vol.10, number 3. 1994 pgs 11-14.