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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Chishango Condom Awareness - Malawi

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Chishango is a radio behaviour change campaign that addresses barriers to condom use and safe sexual behaviour. It is a HIV/AIDS communication programme focusing on promoting condom effectiveness and improving personal risk perception among the youth in Malawi. The campaign is aimed at sexually active young men aged 14 – 25.
Communication Strategies
To combat the HIV crisis, the organisers introduced Chishango (meaning "Shield") brand condoms as part of a condom social marketing campaign in 1994. A 1999 survey found that Chishango condoms were available in more than half of all outlets nationwide.

Population Services International Malawi (PSI/Malawi) promotes Chishango through mass media, including radio shows and advertising, print media, and outdoor advertising (e.g. billboards). In addition, PSI/Malawi utilises non-traditional communication channels to reach those that have limited access to mass media. These channels include mobile video units, drama groups, peer educators and promoters, wall signs and bus advertising. Chishango is the most advertised brand on the radio in Malawi.

PSI/Malawi updated its packaging of the Chishango condom as part of a concerted effort to reach its target group of young men, who they say most often make the decision to purchase a condom.
Development Issues
HIV/AIDS
Partners

PSI/Malawi

Sources

PSI website on May 24, 2004.