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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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Impact Data - National Family Planning Communication Campaign

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Date

The Philippines' Department of Health implemented several communication programmes from 1993-1996 that were based on the Steps to Behavior Change (SBC) model, which was specifically created for the design and evaluation of family planning communication projects.

Methodologies
Evaluation of the 1995-1996 communication programmes was conducted by means of a national panel survey of 1,563 women ages 15-49 years interviewed first in September 1995 and then again 6 months later.
Practices
Modern contraceptive prevalence increased from 24.9% to 30.2% and the average rate of increase had doubled to 1.67% points during the 1993-1996 period from the 1968-1993 average of 0.84% points. Overall, 9 months after the introduction of the program, the prevalence of contraceptive use had increased from 66% to 74.9%. Non-modern methods increased from 38.5% to 41.4%. A large increase occurred for modern methods such as the pill - from 27.5% to 33.5%. Contraceptive use among women with high recall levels was 52.8%, 43.2% for medium exposure, and 34% among women with low level recalls. Women with high-level recall were 1.57 times more likely to have visited a family planning provider, and 1.65 times more likely to use modern contraceptives.
Attitudes
Women with high-level exposure were found to be 3.43 times more likely to have high levels of ideation; of those with 5 or 6 six applicable ideation factors, 71.1% practice family planning.
Access
82.3% of respondents recalled at least 1 of 10 television spots of the campaign. Range of recall of individual spots ranged from 60.5% to 30.4%. Two-thirds of the population that was sampled remembered being exposed to the mass media campaign.
Other Impacts
The authors believe that the impact that the communication programmes have had on the attitudes and usage of contraceptives demonstrates the potential effectiveness of such projects.
Source
"Philippines Communication Outreach Accelerates Family Planning Use in 1993-1996," [PDF] Communication Impact!, August 1998.