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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Lessons Learned From Child & Adolescent Programming

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Summary

Lessons Learned From Child & Adolescent Programming


Health(c): Marketing and Youth Conference

World Health Organization - Noncommunicable Diseases and Mental Health

April 17-19 2002

Fabrica, Treviso, Italy



Jane Brown

JBROWN@jhuccp.org

Johns Hopkins University

Center for Communication Programs


Click here to download the original power point presentation from the WHO site.



Overview: JHU/CCP

  • Leaders in Behavior & Social Change Communication
  • Implement youth and child health programmes in Africa, Asia, Latin America, Near East, & Eastern Europe
  • Market a range of health concepts & messages to young people
  • Multi-channel approach: mass & traditional media, community mobilisation, school-based, interpersonal communication

Unique aspects to consider in marketing to young people

  • Marketing to a diverse audience
  • Global urban youth culture
  • Crucial developmental stage of life
  • Importance of Role Models
  • Need to market services to young people

Lessons Learned


Design Phase:

  • Include young people from the very beginning
  • Factor in capacity building
  • Use innovative channels

Implementation Phase:

  • Mechanism for on- going feedback
  • Deal with controversy early on
  • Monitor services

Evaluation Phase:

  • Be aware of study restrictions
  • Have same sex evaluators ask questions
  • Try to have young interviewers