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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Circulating an AIDS Film Using Mobiles

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In early 2008, Save the Children and the United Nations Children's Fund (UNICEF) joined together to create an information and communication technology (ICT)-based initiative designed to increase awareness about AIDS among Georgia's youth and to inspire them to act as peer educators. As part of the collaboration, a 20-minute-long film about AIDS called "The Morning After" was produced that was designed to educate young people about the disease without preaching and dictating; it was then converted into mobile phone format.
Communication Strategies

This project uses mobile phones to disseminate a film in order to raise awareness amongst youth about AIDS, and to inspire them to communicate with each other about the disease. The 20-minute film is split into 5 parts, with the idea that young peer counselors will distribute one piece at a time to their clients, and will encourage them to pass it on to their friends. Organisers strategised that people under 25 in Georgia have the latest cell phone they can afford; most have video and Bluetooth capability. Thus, this technology seemed a promising way to get the message out.

Young people were actively involved in preparation of the film itself, especially in a scenario development process. Along these lines, "The Morning After" focuses on the real lives of young people - the situations, problems, and dilemmas they face. The film does not have a concrete message; rather, it is a story about the everyday life of young people that highlights what might put them at risk for contracting HIV/AIDS.

Development Issues

HIV/AIDS, Youth.

Key Points

According to UNICEF, young people represent one of the risk groups for HIV/AIDS in Georgia. By the end of 2007, the total number of HIV-positive cases was 1,500, with 344 new cases registered in 2007 alone.

Partners

UNICEF, Save the Children.

Sources

Emails from Maya Kurtsikidze to The Communication Initiative on February 11 2008 and March 12 2008; and "New AIDS Film in Georgia Circulated Using Mobiles", UNICEF, January 29 2008.

Teaser Image
http://www.unicef.org/ceecis/unicef_mobile01.jpg