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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Multimedia Communication Campaign on TB and HIV

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Produced by Mediae, a development-focused media organisation based in Kenya, for the Ministry of Health and Center for Disease Control and Prevention, Kenya, this multi-media communication campaign was designed to promote cross-testing for HIV and tuberculosis (TB) in Kenya amongst those with TB and/or HIV and their families. The campaign, which was initiated in 2009, used television, radio, text messages (short message service, or SMS), and print to reach its audiences. These audiences included health care workers, as well as HIV and TB patients, their families, and the broader public. For health care workers, the goal of the project was to counter stigma and promote awareness of their own HIV status in order to encourage them to look after their own health and improve their communication skills. For HIV and TB patients, families, and the general public, the initiative was designed to improve awareness of the relationship between HIV and TB.
Communication Strategies

Mediae was commissioned to research, design, and deliver the campaign. The following materials were produced:

  • A 4-episode storyline on Makutano Junction, Mediae's weekly television drama series. A health worker faces up to her own positive HIV status, confronting stigma and discrimination, and, in doing, so improves her and her colleagues' professional and communication skills.
  • A comic-style leaflet featuring key messages and contacts, available via a free SMS number promoted on Makutano Junction.
  • 12 weeks of dedicated radio programmes on Metro FM (Nairobi-based, broadcasting in English and KiSwahili) and Lake Victoria FM (Nyanza based, broadcasting in DhuLuo) featuring drama, vox pops, call-in slots, and expert discussion.
  • A DVD-led discussion tool for awareness-raising sessions for health care workers held within health facilities in Nairobi and Nyanza provinces in Kenya. The DVD-led training aims to offer an instant catalyst to deep discussion, reflection, and consensus on change in complex training projects. The DVD uses clips from Makutano Junction and additional scenes scripted specifically for training. These lead into documentary interviews with professional health workers talking about their experiences of HIV stigma, discrimination, testing, and disclosure. The final chapter focuses on improved communication and counselling skills.
  • A handbook on stigma and discrimination, drawing on clips, quotes, and key reminders from the DVD-led discussion.
Development Issues

Tuberculosis, HIV/AIDS

Key Points

According to Mediae, preliminary findings from the programme showed positive impacts. Television as the source of TB/HIV awareness increased from 26% to 65%; awareness of the TB/HIV relationship due to television increased by 7%; and behaviour change as a result of watching Makutano Junction was reported to be 92%. In relation to radio, on-air expert responses were provided to 96 sample SMS questions; personalised responses were provided to 1,187 of the 3,363 SMS questions received; 791 health workers participated in 31 awareness-raising sessions on TB/HIV; and all post-session evaluation questions ranked highly positive - none lower than 4.3 out of 5.

Partners

Mediae and Ministry of Health and Center for Disease Control and Prevention, Kenya.

Sources

Mediae website on April 20 2010.