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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Ketetu Belek (Know Your Limit)

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Launched in June 2011 in Addis Ababa, Ethiopia, Ketetu Belek (Know Your Limit) is an alcohol-HIV communication campaign run by the Johns Hopkins Bloomberg School of Public Health Center for Communication Programs AIDS Resource Center (CCP/ARC). The communication materials developed as part of the campaign are designed to address alcohol-related harms due to excessive consumption and the relationship between consumption and HIV risk exposure among university students.

Communication Strategies

This campaign focuses on helping university students understand their personal limits in order to decrease excessive consumption of alcohol. Materials focus on the negative effects of alcohol, benefits of limiting consumption (or not drinking at all), and ways to control alcohol consumption harnessed with messages on how to withstand peer influence.

 

Ketetu Belek is a collaborative, research-based effort, as demonstrated by the launch, which took place on June 10 at Addis Ababa University (AAU) and was attended by representatives of all implementing partners as well as representatives from the alcohol communication strategy workshop. Participants in the November 2010 workshop - bar owners, St. Paul hospital psychiatry staff, St. George Beer factory workers, and Population Services International (PSI) and EngenderHealth employees - reviewed and discussed the available data and provided input into the communication and campaign strategy.

 

At the launch, campaign materials, including brochures, bookmarks, posters, pens and coasters, were handed out to the Anti-Drug Club of AAU, as well as to bar owners. Students in the Theatrical Arts Department at AAU performed a skit which explored the HIV risk exposure consequences that can result from excessive alcohol consumption. In the skit, young people attempted to navigate peer pressure, the lure of commercial sex work, and transactional sex and inconsistent and incorrect use of condoms - all within the context of alcohol consumption. The launch closed with the premiere showing of several public service announcements (PSAs) for television that CCP/ARC has developed for the campaign.

Development Issues

HIV/AIDS.

Partners

The CCP/ARC was created through a multi-dimensional public/private partnership and is managed by the Johns Hopkins Bloomberg School of Public Health/Center for Communication Programs (CCP) with funding from the United States President's Emergency Plan For AIDS Relief (PEPFAR) programme through the Centers for Disease Control and Prevention (CDC).

Sources

"CCP's AIDS Resource Center in Ethiopia Launches New Alcohol-HIV Campaign", June 16 2011; and "National AIDS Resource Center launches Alcohol Program", June 10 2011.