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 lainiciativadecomunicacion.com and is linked with The CI Global site.
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The Role of Theory in Developing Effective Health Communications

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Authors:

Martin Fishbein

Joseph N. Cappella


Affiliation:

Annenberg School for Communication, University of Pennsylvania

Date:

January 1, 2006



The purpose of this study was to demonstrate the relevance of behavioural theory for the design of communication to promote healthy behaviours. Using data from a study on smokers’ intentions to quit or continue smoking, the authors show how theory helps to identify key beliefs that underlie people’s intentions (to quit or not to quit). Final arguments include however, that although behavioural theory can help identify beliefs that should be targeted with persuasive communication, practitioners' ability to change these beliefs and to predict this change will need support from communication theory to find out how to communicate effectively.

 

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