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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Use of Mass Media for the Polio Eradication Initiative in Pakistan

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Affiliation

UNICEF

Date
Summary

This was presented at the June 2004 UNICEF meeting dedicated to examining communication in the context of the final push to eradicate polio. The presentation addresses specifically the use of mass media as a communication tool in the polio eradication initiative in Pakistan. A mixed media approach is used, including spots, jingles, testimonials and celebrities. Channels used include national and regional television, radio and newspapers, as well as closed circuit television (CCTV), information display, cinema and transit. Television is available to over 89% of the population and is described as producing a "band-wagon" effect essential to the mass mobilisation of population that organisers consider necessary.


Click here to download the full presentation as a PDF file.