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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Impact Data - Shabuj Chhaya

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Date
Methodologies
Evaluation of the drama was carried out by a nationally representative sample survey of 10,400 men and women from 15 to 49 years of age (OMQ, 1998). The data were collected from March to May 1998 after the drama had been broadcast. Analysis of the impact of the drama was conducted on a subsample of 4,566 married women ages 16 to 49, weighted by region and urban/rural residence. An index of overall health knowledge was constructed from a series of questions about safe motherhood, childhood diseases, HIV/AIDS, nutrition, and goiters.
Knowledge Shifts
In a study of a sub-sample of 4,566 married women ages 16-49 (urban and rural), overall health knowledge was significantly related to the number of episodes watched and messages recalled. Health issues surveyed included questions regarding HIV/AIDS, nutrition, childhood diseases, and safe motherhood.
Practices
Visiting a family planning or health clinic was significantly related to watching the drama. 35% of female viewers reported visiting a health facility in the past 6 months compared to 23% of non-viewers. Viewers also reported higher rates of contraceptive use; 53% compared to 38% of non-viewers. Furthermore, even with controls applied, married women who saw the drama were found to be 1.8 times more likely to have visited a health facility and 1.6 times more likely to use a modern contraceptive than women who did not. Watching the show was found to be strongly correlated with the usage of modern contraceptives, it only ranked after contact with family planning workers and residing in an urban area.
Access
Nationally, Shabuj Shathi was watched by 35% of Bangladeshis 15 and older. 79% of Bangladeshis with access to television watched the programme, as did 65% of the population living in rural areas. More than 50% of viewers watched at least half of the episodes and almost all indicated that they would like to watch a re-broadcast of the drama. In addition, the marketing of the green umbrella logo was widespread. The logo was displayed prominently on all health centres, and more than 40,000 green umbrellas were distributed to health and family planning workers throughout the country. The green umbrella became a familiar reminder of the presence and importance of local health facilities and providers.
Source
Communication Impact! [PDF], December 1999, Number 7 (John Hopkins University).