Media development action with informed and engaged societies

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. 

On the transfer, co-founder Victoria Martin expressed her pleasure to see this work continue under Wits' leadership, knowing that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction. 

As Wits, we honour the team and partners who sustained The CI for decades and look forward building from that strong base. This includes co-founders Warren Feek (1953-2024) and Victoria Martin as well as La Iniciativa de Comunicación (CILA), which continues independently at lainiciativadecomunicacion.com with links to The CI Global site. We are also eager to forge new partnerships and entertain new ideas as we consider how best to contribute to social and behaviour change in our rapidly evolving environment.

If you are joining the International Social and Behaviour Change Communication (SBCC) Summit in Panama, please join Wits and CILA on Monday, 22 June, to share your thoughts and suggestion for the relaunch of the Communication Initiative. We will be in Pacifica 5 from 12-1:25 for the Refuel, Reflect, and Renew Lunch Series: The Communication Initiative: celebrating a driving force for Communication for Social Change and the way forward. We will reflect on the legacy of Warren Feek and family in creating the Communication Initiative, consider the contributions of CI over the years and then turn our attention towards the future in this dynamic session. 

If you are unable to join us in Panama, we still want to hear from you. Please contribute your thoughts by following this link: https://redcap.link/CommunicationInitiative2026 or reaching out to ci_surveys@commint.com

You can also follow the QR Code:

 https://redcap.link/CommunicationInitiative2026

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Esquadrão da Prevenção (Prevention Squad)

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Esquadrão da Prevenção (Prevention Squad) is a multimedia campaign that features cartoon superheroes on television and radio, in print materials, and in person, who protect children from malaria and water-borne illness. Launched in 2010 by Population Services International (PSI) Angola, the campaign is designed to raise awareness about malaria and water-borne illness prevention among children by encouraging parents to more consistently follow healthy practices with their children, such as using bed nets, treating water, and washing hands with soap.

Communication Strategies

The characters appear on television, on the radio, as live action superheroes (played by actors), as well as in posters and comic books. Each member of the superhero team has a different superpower they use to fight childhood illness.

  • Comandante Seguro e Salvo is faster than the speed of light and has a magic arm band that discharges the mosquito net, Seguro e Salvo, just in the nick of time to cover children's beds before they go to sleep.
  • Capitã Certeza has an enchanted belt with bottles of the water treatment, Certeza, which makes water safe to drink.
  • Tenente Sabonete plays with soap bubbles and clean water to encourage children to wash their hands with soap.
  • Doutor Maguxi is the inventor behind the heroes and makes sure they arrive on time to prevent children from getting sick. He also makes sure that if prevention fails for some reason, treatment is provided at health centres.

According to organisers, the cartoon characters have already reached the hearts of children, who are "playing" the superhero roles and telling their mothers they can't drink the water because Capitã Certeza hasn't made it clean. Organisers hope that through the influence of children, parents will learn about protecting their children from malaria and water-borne illness.

Development Issues

Malaria, Water-borne illness, Children

Key Points

According to PSI, qualitative studies in Angola have looked in-depth at behavioural determinants for using a mosquito net to prevent malaria and for treating water to prevent water-borne illnesses. Results from both studies indicate that mothers know the importance of both of these behaviours when it comes to the health of their children; however, they are not consistent in either net use or water treatment. To influence these practices in order to change these important behaviours with mothers, PSI/Angola is using children as an entry point to get the message across.

Partners

Population Services International (PSI)

Sources

PSI website on August 31 2011.