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. 

On the transfer, co-founder Victoria Martin expressed her pleasure to see this work continue under Wits' leadership, knowing that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction. 

As Wits, we honour the team and partners who sustained The CI for decades and look forward building from that strong base. This includes co-founders Warren Feek (1953-2024) and Victoria Martin as well as La Iniciativa de Comunicación (CILA), which continues independently at lainiciativadecomunicacion.com with links to The CI Global site. We are also eager to forge new partnerships and entertain new ideas as we consider how best to contribute to social and behaviour change in our rapidly evolving environment.

If you are joining the International Social and Behaviour Change Communication (SBCC) Summit in Panama, please join Wits and CILA on Monday, 22 June, to share your thoughts and suggestion for the relaunch of the Communication Initiative. We will be in Pacifica 5 from 12-1:25 for the Refuel, Reflect, and Renew Lunch Series: The Communication Initiative: celebrating a driving force for Communication for Social Change and the way forward. We will reflect on the legacy of Warren Feek and family in creating the Communication Initiative, consider the contributions of CI over the years and then turn our attention towards the future in this dynamic session. 

If you are unable to join us in Panama, we still want to hear from you. Please contribute your thoughts by following this link: https://redcap.link/CommunicationInitiative2026 or reaching out to ci_surveys@commint.com. 

You can also follow the QR Code:

 https://redcap.link/CommunicationInitiative2026

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California Tobacco Control Programme

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The approach of this state programme was to create social norm changes within the state of California in respect to smoking habits and health issues. 61 local health departments have created their own local programmes, grants reach community based programmes, and programmes are supported over 1,000 school districts in the state.
Communication Strategies

This multi-media campaign used paid radio, television, billboard, and print advertising, using public relations. A clearinghouse of print and audiovisual materials remains, technical assistance and training for local sites occurred, and a Helpline are important aspects of the programme. Advocacy created a smoke-free indoor workplace law.

Development Issues

Smoking, Youth.

Key Points

The social norm change model is based on the fact that thoughts, values, morals, and the action of others are tempered by the community. By indirectly influencing current and potential tobacco users through the creation of a social milieu and legal climate, tobacco use will be made less desirable. This programme uses a collaborative grassroots approach to create a statewide infrastructure and is accomplished by creating a state-level office and several statewide and regional programmes that serve an array of decentralised local programmes.

Partners

The State of California, Tobacco Education and Research Oversight Committee (TEROC), local health departments, community groups.