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

Impact Data - Hum Log

0 comments
Date
Knowledge Shifts
83% of a sample of 500 letters liked and respected the dialogue given at the end of the show, 39% said they felt it helped them make various decisions.
Practices
Of the sample of 500 letters, 92% were influenced in a pro-social direction, 7% showed behavioral change as a result of the show. For example, there was an increase in the number of people signing up to give eye donations, due to a story line where the grandmother had eye cancer.
Attitudes
53% of respondents believed in copying positive role models identified in "Hum Log", 23% believed in copying negative role models. 70% believed that women should have equal opportunities, 71% said that family size should be limited, 64% thought women's welfare programs should be encouraged. 33% of the sample of 500 letters had their social attitudes influenced by the show.
Access
In North India, ratings were in the range of 65 to 90%. In South India ratings were between 20 and 40% (non-Hindi speaking). An average of 50 million people watched each broadcast. 96% of respondents liked "Hum Log", 94% thought it was entertaining, 83% thought it was educational, and 91% said it addressed social problems.
Source
Effects of "Hum Log", A Television Soap Opera, On Women's Status and Fertility in India, by Arvind Singhal, Everett M. Rogers, and Michael D. Cozzens.