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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Film, Skits, and Public Pledging - Handwashing Increase of 37% vs. 6%

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Strategy researched
 
Community and school-based events incorporating an animated film, skits, and public pledging ceremonies
 
Impact achieved
 
 
Country of study
 
India
 
Research methodology
 
Cluster-randomized trial with 14 villages (clusters), each with 700-2,000 people
 
Journal
 
The Lancet Global Health; 2014
 
Journal paper title and link
 
Effect of a behaviour-change intervention on handwashing with soap in India (SuperAmma): a cluster-randomised trial
 
Excerpt from Abstract
 
"At 6 weeks' follow-up, handwashing with soap at key events was more common in the intervention group than in the control group (19% [SD 21] vs 4% [2]; difference 15%, p=0·005). At the 6-month follow-up visit, the proportion handwashing with soap was 37% (SD 7) in the intervention group versus 6% (3) in the control group (difference 31%; p=0·02). At the 12-month follow-up visit, after the control villages had received the shortened intervention, the proportion handwashing with soap was 29% (SD 9) in the intervention group and 29% (13) in the control group."

 

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