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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Published 26 years ago
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Impact Data - Mass Media Messages and Reproductive Behaviour

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Date
Knowledge Shifts
65.5% of those who reported no exposure to media messages knew of a contraceptive method, only 25.2% of those who had heard messages reported knowledge of family planning methods. Those with secondary or more education are 2.5 times as likely to be exposed than non-formally educated.
Practices
33.8% of those exposed to media messages were currently using contraception, as compared to only 18.3% of the unexposed. A shift from 19 to 36.7% of women was seen in the number of women who intended to use contraception in the future. Percent using a modern contraceptive method rose from 31.6% to 39.1% among ever-users, while percent among non-users rose from 9.4% to 28.3%.
Access
50.5% of women listened to radio and 20% watched television at least once a week. 23% of the women had heard or seen family planning messages on the radio or television. (50% urban, 15.6% rural). 35% of women with radio in home had heard messages, compared to only 8.6% of those without. 54.8% with television saw messages, only 16.8% without were exposed.
Source
Bankole, A., Rodríguez, G., and Westoff, C.F., Mass Media Messages and Reproductive Behaviour in Nigeria. J. biosoc. Sci. (1996) 28, 227-239