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.
The heart of The Communication Initiative (The CI) is The CI network - presently 93,000 people in 200-plus countries undertaking social change, behaviour change, communication for development, community engagement, social movement, social action, social marketing, and related strategies to make progress across local, national, and international development priorities. Seventy percent are in the Global South, and a very substantial proportion are in local and national organisations that originated in their community or country. The network has contributed over 30,000 knowledge summaries, sharing their learning from programme experiences, strategic thinking, research and evaluation, support materials, etc. for the purpose of supporting others in this community to enhance their work. Over the 12-month period of August 2022 to July 2023, The CI had 1.2-million-plus user sessions from 201 countries.
In recognition of the very significant value that people in this network bring to positive development action, this Drum Beat highlights just a small portion of people who have recently registered and joined the network, with links to the learning they have shared. Please do encourage your colleagues and friends to join by registering here.
Example of knowledge shared: A Qualitative Exploration of the Salience of MTV-Shuga, an Edutainment Programme, and Adolescents' Engagement with Sexual and Reproductive Health Information in Rural KwaZulu-Natal, South Africa, by Nambusi Kyegombe, Thembelihle Zuma, and Siphesihle Hlongwane, et al. - Evaluations show that edutainment programmes such as MTV Shuga can have wide audience reach, strong viewer engagement, and positive impacts on young people's sexual and reproductive health (SRH). This paper examines the extent to which MTV Shuga has influenced young people's engagement with SRH information in rural KwaZulu-Natal, South Africa, a setting in which adolescent girls' and young women's HIV incidence is high. In short, MTV Shuga "appears to have had particular salience amongst adolescents, enabling them to animate important and accurate information related to their SRH owing to its educational and youth-friendly design and targeting." [Aug 2022]
Example of knowledge shared: Leaving a Footprint: Stories of Evaluation that Made a Difference, by Pablo Rodríguez Bilella and Esteban Tapella - This book compiles 7 diverse evaluation stories in development contexts that produced positive effects. Scattered throughout Latin America and the Caribbean, the narratives cover evaluation of interventions that worked with children, rural young people, and indigenous women, as well as evaluation of health programmes and university self-evaluation. Through what are meant to be engaging narratives, these change stories identify the factors that allowed evaluation itself - the very process of it - to enhance local development in ways that go beyond the mere use of evaluation results that change policies or programmes. The stories are accompanied by illustrations that aim to reinforce their transformative nature. [Sep 2018]
Example of knowledge shared: 2023 IPI World Congress - New Frontiers: Press Freedom and Media Innovation in the Age of AI - Videos - The International Press Institute (IPI) hosted the 2023 World Congress and Media Innovation Festival in May 2023 under the theme "New Frontiers: Press freedom and Media innovation in the Age of AI". The event was designed to bring journalists together to explore emerging challenges for press freedom and independent journalism, including a special lens on the impact of artificial intelligence (AI) and other new technologies, all in a global context of rising authoritarianism and pervasive disinformation. Videos are available that share ideas, experiences, and solutions related to a wide range of issues affecting journalism, including digital censorship, surveillance, media capture, and staying safe on the frontlines covering war and protests. [May 2023]
Example of knowledge shared: Parental Childhood Vaccine Hesitancy and Predicting Uptake of Vaccinations: A Systematic Review, by Kennedy Obohwemu, Floor Christie-de Jong, and Jonathan Ling - Concern from parents, decision-makers, and the media regarding the safety of recommended immunisations has increased in recent years. Vaccine hesitancy (VH) recognises a continuum between vaccine acceptance and vaccine refusal. The 34 papers in this systematic review recognised the complex nature of VH, evidenced by the range of factors identified as determinants of vaccination behaviour. Based on the constructs of relevant theoretical models, the researchers emphasise the need for parents and stakeholders to be actively engaged in the vaccination decision-making process from an early stage. The researchers observe that only a few of the studies expanded the field of VH research using novel approaches drawn from the core concepts of social cognitive models. [Nov 2022]
Example of knowledge shared: Scale-Up and Capacity Building in Behavioral Science to Improve the Uptake of Family Planning and Reproductive Health Services (SupCap) - Implemented by IntraHealth International in partnership with ideas42, this project employed a behavioural design process (define, diagnose, design, test, and scale) to develop an intervention with the goal of increasing postpartum family planning use, couples' communication, and knowledge about contraceptive methods in eastern Uganda. Designed to reach male partners of postpartum women, SupCap consisted of an interactive game, a child spacing planning card, and short messaging service (SMS) messages. One lesson learned: Using human-centred design principles resulted in an intervention that was relevant to the community and produced a sustainable mechanism for continued implementation.
Example of knowledge shared: Project ACCLAIM: Intervention Effect on Community Knowledge, Attitudes and Beliefs of Maternal and Child Health and HIV/AIDS in Eswatini, Uganda and Zimbabwe, by N. Bandopadhay, G. B. Woelk, M. P. Kieffer, D. Mpofu, and the Project ACCLAIM Study Group - The Advancing Community-Level Action for Improving MCH/PMTCT (ACCLAIM) study aimed to assess the effect of a package of community interventions on the demand for, uptake of, and retention of HIV-positive pregnant/postpartum women in mother and child health (MCH) and prevention of mother-to-child HIV transmission (PMTCT) services. The 3-arm randomised trial occurred from 2013 to 2015 in Eswatini, Uganda, and Zimbabwe. The results show that for both women and men, arm 2 (community leader engagement plus community days) and arm 3 (community leader engagement, community days, and peer groups) led to greater mean score changes than that of arm 1 (community leader engagement only) for at least 2 of the 3 outcome scores. These interventions led to the intended changes in MCH beliefs, HIV stigma, and gender-equitable norms among women in the countries studied. [Mar 2021]
Example of knowledge shared: Platform for Vaccine Dialogue - Conducted from November 2021 to March 2022, this participatory research project involved development of a pilot intervention to create open dialogue among healthcare workers (HCWs) in Belgium about COVID-19 vaccination concerns. To maximise the potential for engagement, the researchers chose to use a digital (online) platform called Discord to allow HCWs to engage anonymously and asynchronously. One lesson learned: The cultivation of open dialogue entails a tension between helping participants voice and overcome their concerns (e.g., about vaccination) and exposing participants to others' ideas that may exacerbate those concerns. This is the paradox of open dialogue that must be adaptively navigated.
Example of knowledge shared: Inclusion: Gender Content Monitoring in Selected Media Outlets in Bangladesh - This series of media monitoring reports was developed as part of a project in Bangladesh that sought to investigate how different media represent men and women in their news content. Also available is a position paper that offers recommendations for the way forward for the project and outlines future plans for SACMID's work to improve gender equality in the media. The research, which was conducted by the South Asia Center for Media in Development (SACMID) with the support of Free Press Unlimited (FPU), forms part of the PRIMED (Protecting Independent Media for Effective Development) project in Bangladesh. [2021-2022]
Example of knowledge shared: Leveraging Community Health Workers as Vaccinators: A Case Study Exploring the Role of Malawi's Health Surveillance Assistants in Delivering Routine Immunization Services, by Rebecca Alban, Emily Gibson, Jenny Payne, and Tafwirapo Chihana - In many countries, community health workers (CHWs) play a key role in demand generation for primary health services, including routine immunisation (RI). As trained, trusted members of their local communities, CHWs are in a position to expand the immunisation workforce and increase vaccination coverage in under-reached communities. However, CHWs are rarely enlisted to administer vaccines. Malawi is one of only a few countries that relies on Health Surveillance Assistants (HSAs), who are CHWs, to administer vaccines. This paper describes the operational and programmatic characteristics of a functional CHW-led RI programme. [May 2023]
Example of knowledge shared: Contribution of Auto-Visual AFP Detection and Reporting (AVADAR) on Polio Surveillance in South Sudan, by Ayesheshem Ademe Tegegne, Sylvester Maleghemi, and Evans Mawa Oliver Bakata, et al. - Surveillance, which relies on timely detection and notification of acute flaccid paralysis (AFP) cases, has been proven effective in many countries that have eradicated polio. However, maintaining a high-quality AFP surveillance system is challenging in hard-to-reach and insecure settings. Auto-Visual AFP Detection and Reporting (AVADAR) is a mobile-based technological intervention deployed in areas with such challenges. This study examines the contribution of the AVADAR community surveillance system to the traditional AFP surveillance system in South Sudan, comparing this approach with other non-AVADAR-implementing counties and documenting lessons learned and best practices. [Jun 2022]
Example of knowledge shared: Violence Against Female Journalists in Indonesia: A Threat to Journalism and Freedom of the Press, by Engelbertus Wendratama, Rahayu, and Novi Kurnia, et al. - This report shares the results of research that was conducted to map and identify various forms of both digital and physical violence perpetrated against female journalists in Indonesia. It sought to produce nationally representative data looking at the extent and nature of the violence, the most common sources of violence, and how female journalists are responding to it. Based on the findings, the research proposes several recommendations, such as: Conduct various types of training for female journalists so they are better able to prevent or address violence in both digital and physical domains. [Mar 2022]
Example of knowledge shared: Example of knowledge shared: Promoting Wellbeing and Empowerment via Youth First: Exploring Psychosocial Outcomes of a School-based Resilience Intervention in Bihar, India , by Katherine S. Leventhal, Peter L. Cooper, and Lisa M. DeMaria, et al. - CorStone's Youth First is a school-based psychosocial resilience programme that seeks to improve the mental, physical, social, and educational wellbeing of early adolescents in India, Kenya, and Rwanda. This study, conducted in Bihar, India, observed Youth First participants' inter- and intra-personal psychosocial skills and attitudes, contrasting these skills and attitudes with those of a control group that did not attend Youth First. "Overall, adolescents who participated in Youth First exhibited high-level inter- and intra-personal psychosocial skills, understanding, and attitudes, spanning problem-solving, perspective-taking, awareness of strengths, helping behaviors, and more." [Nov 2022]
Example of knowledge shared: Pathways to Empowerment: Case Studies of Positive Deviances in Gender Relations in Ethiopia, by Wole Kinati, Elizabeth C. Temple, Derek Baker, and Dina Najjar - There is a growing recognition that social norms act as structural barriers to progress toward achieving gender equality worldwide. In Ethiopian agriculture, gender norms discourage women from owning assets through which they might acquire more agency and empowerment, even though women are primarily responsible for major agricultural activities. This study uses an interpretative phenomenological approach to assess how Ethiopian women have managed to achieve expanded agency while living within a constraining normative environment. [Sep 2022]
Example of knowledge shared: The Ecology of Engagement: Fostering Cooperative Efforts in Health with Patients and Communities, by Antoine Boivin, Vincent Dumez, Geneviève Castonguay, and Alexandre Berkesse Ming - Various conceptual frameworks support the recognition that health is co-produced with patients and communities. While this idea is not new, there have been calls for more reciprocal and integrated models that reflect the complexity of engagement, such as those voiced at the 2019 International Summit on Patient and Public Partnership. In that vein, this article describes a conceptual model called the Ecology of Engagement, which is focused on understanding, supporting, and evaluating engagement relationships across health ecosystems. [Aug 2022]
Example of knowledge shared: COVID-19, Vaccination, and Conspiracies: A Micro-Level Qualitative Study in Islamabad, Pakistan, by Sana Ali, Saadia Anwar Pasha, and Atiqa Khalid - Keeping in mind the response to date of the COVID-19 vaccine rollout in Pakistan, this phenomenological study analyses the perceptions of everyday citizens regarding the vaccination process. Results revealed that the increased vaccine hesitancy in Pakistan is due to misinformation, conspiracies, myths, and rumours about the side effects of the vaccine. In response, the researchers suggest some practical considerations for counteracting misinformation and increasing vaccine acceptance among the masses. For example, government officials and policymakers could create community engagement programmes to educate the public about the importance of vaccination and focus more on building trust in the healthcare system. [Jun 2022]
What kinds of challenges and opportunities infuse your communication and media development, social and behavioural change work? This survey is a chance for you to let us know! We will report back on results and trends so you can gain insights from your peers in the network. Click here to lend your voice.
The Drum Beat seeks to cover the full range of communication for development activities. Inclusion of an item does not imply endorsement or support by The Partners.
The Editor of The Drum Beat is Kier Olsen DeVries.
Please send additional project, evaluation, strategic thinking, and materials information on communication for development at any time. Send to drumbeat@comminit.com