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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Kim, Y. M., & Marangwanda, C. (1997). Stimulating men’s support for long-term contraception: A campaign in Zimbabwe

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Kim, Y. M., & Marangwanda, C. (1997). Stimulating men’s support for long-term contraception: A campaign in Zimbabwe. Journal of Health Communication, 2, 271-297

Abstract: 

This study evaluated the impact of a 6-month (1993-94) multimedia campaign, the second to promote male involvement in family planning (FP) in Zimbabwe. The campaign sought to encourage couples to communicate about FP and to improve the image and use of long-term and permanent methods. The analysis of data from household surveys, service statistics, and client interviews determined 1) how many men and women were exposed to the campaign, 2) the effect of the campaign on knowledge and approval of long-term and permanent methods, 3) whether the campaign increased partner communication and joint decision-making, and 4) if the campaign increased use of long-term and permanent methods. It was found that 88% of the men and women in the five campaign areas were exposed to the campaign and that slogan recall was achieved more readily by men, by educated individuals, and by married respondents. Knowledge and approval of some long-term and permanent methods increased among women more than men over the study period. The proportion of men who reported discussing FP with their wives rose from 42% to 51%, while the respective proportion of women increased from 37% to 57%. Exposure to the campaign led to increased use of modern contraceptives, and multivariate logistic regression analysis controlling for gender, marital status, residence, age, education, and socioeconomic status indicated that individuals exposed to three or more campaign elements were 1.6 times more likely to use a modern FP method, 2.5 times more likely to know about at least three modern methods, and 1.6 times more likely to approve of modern method use. The design of effective male motivational campaigns must consider the effect of "macho" messages on entrenched gender inequality and must recognize and address the secondary audience of women in order to foster joint decision making and because most contraceptive methods are designed for use by women.