Media
Media development action with informed and engaged societies
Media
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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Published 24 years ago
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I Care - Ghana

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More than 5,000 family planning providers were trained in counseling and primed for this campaign, which focussed on three regions of Ghana. This was a highly ambitious and successful initiative to increase the usage of modern contraceptive methods and family planning counselors by the general reproductive population.
Communication Strategies

A well known slogan was used to promote family planning providers in Ghana which were viewed as having a high standard of quality service. Morale, performance, and public perceptions were increased by the training provided. Print and audiovisual materials, mass media productions, rallies, and sporting events were all part of the campaign.

Development Issues

Modern contraception, Family Planning attitudes and usage.

Key Points

This programme borrowed experience from the commercial sector and promoted the provider of the product, in this case the health care workers rather than the products of family planning methods directly.

Partners

Johns Hopkins University/ Population Communication Services and Ghana Ministry of Health.

Sources

Piotrow, P.T., Kincaid, D.L., Rimon II, J.G., Rinehart, W., "Health Communication - Lessons from Family Planning and Reproductive Health". Johns Hopkins School of Public Health, Center for Communication Programs. 1997, pp. 66, 71, 85, 92.