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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Promoting Family Planning through Mass Media

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Two complementary national campaigns were used to promote the acceptability and use of family planning among urban men and women. The two initiatives, the Public Service Announcements (PSAs) (a radio campaign) and Logo Campaign (a print media campaign), though planned separately, were merged to have a complementary and reinforcing effect. The objectives were to increase favourable attitudes towards family planning, increase couple communication, and increase the use of modern family planning methods.
Communication Strategies

5 television and radio PSA were produced, 4 which were broadcast nationwide in relevant languages (one was only seen in northern Nigeria). All were broadcast twice a day on TV and 4 times on radio over a 6-month period. Mini dramas were created following formative research. Posters, pamphlets, billboards, and newspapers were other media used.


These materials emphasised the acceptability, use, and availability of family planning, as well as the economic advantages associated with it. Other issues addressed were maternal and child health and early marriage (health and education of the young bride).

Development Issues

Family Planning, Maternal and Child Health.

Key Points

The public service announcements were based on an earlier campaign, the 1988 Music Project. Organised opposition to the campaign was reported in the northern, mostly Muslim state of Kano. A fundamentalist group broadcast its own anti-family planning and anti-female-education counter-campaigns. Activists tore down posters and print materials. This was shown to have the positive impact of stimulating public debate.

Partners

Information, Education and Communication Division of the Nigerian Family Health Services Project, USAID, Federal Ministry of Health, Johns Hopkins University Center for Communication Programs.

Comments

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Submitted by Anonymous (not verified) on Thu, 02/07/2008 - 06:19 Permalink

will matter much to me if there was more details