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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Juntos Decidimos

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Summary

Juntos Decidimos

A Strategic Approach to Behavior Change


- as presented at the VIII International Communication for Development Roundtable, Managua, Nicaragua, November 26-28, 2001.

For more information, contact Jose Rimon at JHU/CCP jrimon@jhuccp.org



Multisectorial Committee (23 members)
  • Ministry of Health
  • Local NGOs
  • Red Cross
  • GTZ
  • UNFPA
  • Youth Committees
  • Police Department
  • Fire Department
  • Municipalities
  • JHU-CCP

Activities of Committee

  • Analysis
  • Design of Messages
  • Action Plan and Implementation
  • Monitoring and Evaluation

Multi-channel


Mass Media


TV (3 spots)

Radio (4 spots)

Leaflets

Bus Signs

Posters and Stickers

T-shirts and Caps


Youth and Community Mobilisation (Festivals and others)


Enter-Educate Activities


Street Theater

Songs by National Artists

Video Clip


Advocacy


Segmentation


Non-married adolescents and young adults


Young couples with only one child


Large Scale Impact











Men (15-19) years at risk of AIDS infection in Nicaragua





Fuente: Elaborado en base a la Encuesta Nicaraguense de Demografia y Salud. 1998.





Using data for tailoring messages (2nd Phase)

DHS and Young Adults Survey '98


96% of persons 15-19 yrs believe that people of their age is having sex before marriage


48% of men (15 - 19 yrs) and 10% of women (15 - 19 yrs) reported having sex before marriage


81% of men reported having been motivated by somebody in the past year to have premarital sex


MESSAGE

Not everybody is doing it. If it's not your time, don't have sex.


96% of all persons have heard about AIDS


95% said AIDS has no cure


93% know that using condoms prevents AIDS


80% believe that you can tell if someone has AIDS just by looking at that person


There is low perception of infection risk


MESSAGE

AIDS has no face