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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HIV/AIDS Prevention Public Service Announcements - Zambia

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As part of a Population Services International (PSI) mass media campaign, former president of Zambia Dr. Kenneth David Kaunda filmed ten television and radio public service announcements (PSAs) in an effort to curb the spread of HIV/AIDS in Africa. The PSAs began airing on Zambian television in December 2002. Photographs of Dr. Kaunda will be featured in print and outdoor advertising. The campaign addresses stigma associated with HIV/AIDS, while also promoting condom use, HIV testing, and expressions of compassion toward HIV-positive individuals.
Communication Strategies
The PSAs, which air on Zambian television and radio, may be viewed by clicking here. The spots are a collaboration between Dr. Kaunda and the Society for Family Health (SFH), PSI's local affiliate. The messages, which were produced by SFH but personally edited by Dr. Kaunda, promote understanding and love for HIV positive people, faithfulness and condom use, and VCT. "My own son died of AIDS in 1986," Dr. Kaunda says in one spot. "There were some who thought I should remain silent about it. But...I tell you, if we are to win the battle, we must confront this problem openly." In all three of the VCT spots, he mentions that he himself has already been tested, and that he made the result public. The end of each spot features Dr. Kaunda singing "We will fight and conquer AIDS," his reworking of a song he and other independence leaders used to sing during the fight against colonialism.
Development Issues
HIV/AIDS.
Key Points
Dr. Kaunda sees his role in the fight against HIV/AIDS extending beyond the borders of Zambia. He personally changed the original slogan of the campaign "One Zambia, One Hope, One Future" (a play on the Zambian national motto "One Zambia, One Nation) to "One Africa, One Hope, One Future." One of the reasons was that he hopes the spots can be used in other countries.
Partners

PSI, SFH. PSI/Zambia is supported by The US Agency for International Development (USAID), Kreditanstaltfur Wiederaufbau (KfW), Department for International Development (DFID), Centers for Disease Control (CDC), John Snow, Inc. (JSI, through USAID).

Sources

"Kaunda Tapes AIDS Prevention TV Spots for PSI", by David L. Olson, PSI site; andDaily HIV/AIDS Report, dated February 6 2003, on the Kaiser site.