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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PAPER The Drum Beat - 24 - Ohio University - Pre-Birth To Age Three Initiative - West Africa

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The Drum Beat - 24 - Ohio University - Pre-Birth To Age Three Initiative - West Africa
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By Arjun Banjade, Camille Colemon, Simona Vaclaviova and Adam Wolkon
International Students of Ohio University
July 1999
aw319492@oak.cats.ohiou.edu


3. The Pre-Birth to Age Three Initiative

The Pre-Birth to Age Three Initiative is a proposed project to be funded by the WK Kellogg foundation and to be implemented in Athens County in coordination with the Early Childhood Network (ECN). New research by the Families and Work Institute linked pre-birth and early childhood stimulus to healthy mental, physical, emotional and psychological development. The study identified the plasticity of the brain's synapses as being greatest in the first phase of life and impacting developmental potential. ECN and the Communication and Development Studies Program (CommDev), represented by Arjun Banjade, Camille Colemon, Simona Vaclavikova and Adam Wolkon, coordinated to develop a campaign to create a buzz in the community about the importance of this period of child development.

The CommDev team developed a campaign to create a community buzz that will utilize the Social Learning Theory, and the Behavioral Change Spiral to create a perceived need within the community. Formative research has already been conducted by ECN, however the team will convene additional focus groups to assist in the design of an effective, conversation initiating campaign using interpersonal communication, various print and promotional materials and the mass media. They will use a child oriented program, KidFest!, as the kickoff point for the two-month long awareness raising campaign. Much emphasis is being placed on the flexibility of the implementation of the campaign to allow the team to respond to target group feedback and adjust the campaign while it is being carried out. Monitoring will occur weekly through both the volume of telephone responses and interviews conducted using a mall intercept technique. Evaluation at the conclusion of the campaign will be conducted by reviewing the telephone response volume and by conducting more focus groups. Limitations on the project are also analyzed. Following the conclusion of the two-month campaign, the focus of the program can then shift to a lower level reinforcement campaign to be designed at a later date.