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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Impact Data - Family Planning II Project - Egypt

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Date

This programme aimed to:

  • increase the acceptability of family planning, with special emphasis on religious acceptability;
  • increase spousal communication on family planning;
  • reduce gender preference;
  • reduce practice of early marriage;
  • promote male responsibility;
  • dispel rumors and misinformation regarding contraceptives; and
  • provide precise information regarding contraceptives.
Knowledge Shifts
Long after the television spots had been run, 34% of the respondents said that they remembered them and said that they were most helpful in their family planning.
Practices
57% of the viewers said that they intended to visit a clinic, an increase from the non-viewers (37%). Contraceptive prevalence was raised between 1988 and 1992, where millions of people, both women and men sought information about contraceptives and family planning. The contraceptive prevalence was raised from 37.8% to 47.1%.
Attitudes
86.5% of viewers thought that a woman who uses contraceptives is “good”, much higher than the non-viewers who responded 61.9% in favour of the comment.
Increased Discussion of Development Issues
50% of those who watched the drama discussed it with others, 27% talked to friends or neighbours, 20% talked to their spouses.
Access
About 66% of the population was exposed to the television drama "And the Nile Flows On". 90% of these viewers responded that the content was easy to understand. 62% saw family planning as the central theme.
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 41-43.