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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 - Condom, Condom! Campaign

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Launched in December 2007 by the British Broadcasting Corporation (BBC) World Service Trust (WST), "Condom, Condom!" was a campaign to promote condom use among young men in India. The safe sex campaign seeks to change attitudes and behaviour through television, radio, and online public service advertisements (PSAs). Carried out in 4 phases, the campaign is designed to normalise the use of condoms, portraying those who talk about and use this safe sex strategy as responsible and smart (not promiscuous). This campaign uses a light-hearted approach to communicate a serious message and a practical approach to safe sex. Its central mascot is a coloured animated parrot, an animal that organisers believe represents talking and intelligence. The parrot has been designed to come across as smart, pesky, opinionated, and humorous.

Methodologies
An endline survey was conducted during January-February 2009 focusing on men living in the high-HIV-prevalent states of Andhra Pradesh, Karnataka, Maharashtra, and Tamil Nadu. The impact of the campaign was measured by comparing the findings of the endline with a baseline study, which was conducted in 2007 using the same methodology.
Attitudes
  • The proportion of men exposed who were not embarrassed to carry a condom increased by 21% from baseline to endline. The increase among unexposed men was less than half that, at 7%.
  • Men who agreed with the statement "I can buy a condom from any shop without any fear or embarrassment" increased by 21% from baseline to endline among those exposed. In contrast, this increase was only 7% for those not exposed to the campaign.
  • Fear of being judged by shopkeepers when buying condoms stayed the same for those exposed from baseline to endline. However, among those unexposed, this fear increased by 7%.
  • Fear of being judged by friends when buying condoms decreased by 9% for those exposed to the campaign compared to only 2% among unexposed men.
  • There was a 7% increase in the men who thought that the use of condoms reflects smart and responsible behaviour. This number was only 3% for men unexposed to the campaign.
Increased Discussion of Development Issues
Among men exposed to the campaign, there was an increase by 18% of men who discussed condoms in the last 30 days from baseline to endline. Discussing condoms actually declined by 7% from baseline to endline among those who had not been exposed to the campaign.

Men exposed to the campaign who said they intend to discuss condoms with friends increased by 6% from baseline to endline. There was no change in intention to discuss condoms in unexposed men.
Access
Approximately 99% of people interviewed recalled the parrot from the advertisements.
Source
BBC WST website, April 1 2010.
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