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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Impact Data - Australian National Tobacco Campaign

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Prepared by the Centre for Behavioural Research in Cancer under the guidance of the Research and Evaluation sub-committee of the National Expert Advisory Committee on Tobacco (NEACT), Evaluation Volume 2 tracks the effects of Phases Two and Three of the campaign through to the end of 1998.

Practices
The significant reduction in overall prevalence reported at the end of Phase One (November-December 1997) was sustained through the following year. Specifically, an overall reduction of about 1.8% in the estimated adult prevalence of smoking has been observed over the 18 months since the campaign was launched. However, prevalence did not continue to decrease at the same rate as suggested in the first evaluation; there was no further movement of smokers along the quitting continuum upon which the campaign was based. Signs of a slowing down of the key indicators of impact on smoking behaviour are not surprising, organisers say, given the reduced activity in Phase Two.
Access
Among 14-17 year olds, there was almost universal recognition of the campaign 18 months after the campaign began; among this sample, young people found the campaign at least as relevant as their adult counterparts did.

More callers accessed the Quitline when compared with Phase One.
Other Impacts
Overall, the results of the evaluation of Phases Two and Three show that recognition of the campaign remained high and the campaign continued to be perceived as "relevant", "believable", and "thought-provoking".

An economic evaluation estimated that the first six months of the campaign resulted in the potential prevention of 922 premature deaths and the achievement of an additional 3338 person years of life up to the age of 75. It is estimated that the campaign averted $24 million in health expenditure (from a total of $9 million expended by the States and Commonwealth).
Source
The campaign's Quitnow website.