Development action with informed and engaged societies

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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Helping Babies Breathe (HBB)

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Launched in June 2010, Helping Babies Breathe (HBB) is an evidence-based educational programme to teach neonatal resuscitation techniques in resource-limited areas. It is an initiative of the American Academy of Pediatrics (AAP) in collaboration with the World Health Organization (WHO), US Agency for International Development (USAID), Saving Newborn Lives, the National Institute of Child Health and Development, and a number of other global health organisations. The goal is to teach essential skills to birth attendants in developing countries, to the end of reducing infant mortality worldwide and helping meet Millennium Development Goal 4, which aims for a reduction in under-5 child mortality by two-thirds from 1990 levels by the year 2015.
Communication Strategies

Collaborators signed a global public-private alliance to launch the initiative as part of the annual meeting of the Global Health Council, which included a daylong training session with 100 international advocates who will bring training materials back to their home countries. The core message these HBB collaborators wish to communicate: When a baby is born and is not breathing, simple techniques like rubbing the baby dry, keeping the baby warm, and suctioning the baby's mouth may be all that is needed to save a life. Even more babies can begin to breathe on their own after just a few breaths from a simple ventilation device.

In order to act as a catalyst to increase skilled attendance at birth, build linkages between communities and health facilities, and strengthen health systems, HBB has developed the concept of "The Golden Minute". Within one minute of birth, a baby should be breathing well or be ventilated. Culturally sensitive learning materials use pictures to illustrate the steps a birth attendant must take immediately after birth to evaluate the baby and stimulate breathing. Realistic newborn simulators, boilable bag-mask ventilation devices, and boilable bulb suction devices will be made available at cost to 63 countries participating in Millennium Development Goal 4.

HBB can be offered as an independent educational programme or together with other training. Details on the training strategy are available on the HBB website.

An ongoing mentorship programme aims to provide: expert assistance, implementation guidance, knowledge exchange, integration and evaluation support, and continuous quality improvement for sustained practice outcomes and decreased infant mortality.

As of this writing, the materials have been tested in 5 pilot sites in Bangladesh, India, Kenya, Pakistan, and Tanzania. In fact, Bangladesh rolled out the HBB training programme nationally, reaching a total of 25,460 skilled birth attendants (SBAs) in all 64 districts of the country, including 3,000 private sector SBAs. Post-training reviews and follow-up meetings were completed in all 64 districts with the involvement of district/sub-district level managers and supervisors. Review finding shows that 83% of skilled birth attendants had resuscitation devices, 81% of them were cleaned appropriately, and 66% of the provider used the device in the previous week. The Ministry of Health and Family Welfare expanded this effort and adapted the suite of modules to develop a Comprehensive Newborn Care Package that includes capacity-building and skill retention for service providers and supervisors, ensuring availability of supplies, establishing routine monitoring and reporting systems, strengthening supervision and mentoring support for quality improvement, social and behaviour change communication (SBCC), and incorporating indicators into the national health management information systems.

Development Issues

Child Survival.

Key Points

WHO estimates that 1 million babies die each year from birth asphyxia, or the inability to breathe immediately after delivery. Approximately the same number of stillbirths each year is linked to events during labour. A significant percentage of these may be liveborn babies who simply do not breathe or move at birth, but could be resuscitated with simple measures. Neonatal mortality, or death in the first month of life, accounts for more than 40% of child mortality worldwide.

Partners

AAP, WHO, USAID, Save the Children/Saving Newborn Lives, the Eunice Kennedy Shriver National Institute of Child Health and Human Development, Laerdal Medical AS, and a number of other global health organisations, including the CORE Group.

Sources

Posting from Eileen Schoen to the CORE Group Child Survival (CS) Community, June 18 2010; the HBB website, August 3 2010; and Survive & Thrive Progress Report July 2010 - June 2016 [PDF], sent from USAID to The Communication Initiative on January 18 2017.

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