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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USAID Key Behavior Change Interventions: Another '5 C’s'

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  1. Comprehension: What is the necessary and sufficient 'package' of information for comprehension (versus awareness)? STI's? Stigma? Gender? Prevention-Care Continuum? Human Rights?

  2. Programme Complexity: How to define and deliver the most cost-effective mix of information, persuasion, skills-building and enabling interventions.

  3. Coverage: How to get 'the package' to essential population segments in a sufficiently tailored fashion.

  4. Coherence: across programme components.

  5. Continuity: across themes/topic, over time.
Source
USAID Power point presentation: Behavior Change Interventions (BCI), April 1999.