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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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KUBA AIDS Prevention Campaign

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The "KUBA" campaign, a programme of the Johns Hopkins University Center for Communication Programs (JHU/CCP), is targeted at young adults and promotes abstinence, fidelity and condom use (which roughly translates to KUBA). AIDS has hit Rwanda's youth particularly hard, with a 6.9% prevalence rate of HIV infection for those ages 15 to 19. With an overall prevalence rate of 12.5%, Rwanda's leaders are taking emergency action to stop the spread of HIV/AIDS.
Communication Strategies

The campaign got off to a rousing start on May 20 2001 in Kigali when nearly 50,000 people showed up at a free launch concert in Amahoro stadium that featured international music stars and the first ladies of ten African nations in attendance. The concert, which also reached another one million radio listeners, featured Jamaican reggae artist Natty Dread, South Africa's legendary Brenda Fassie, and Rwanda music "queen" Cecile Kayirebwa. The musicians promoted AIDS awareness and prevention messages throughout the evening. Rwandan President Paul Kagame and First Lady Jeanette Kagame danced the night away with first ladies from Burkina Faso, Burundi, Cote d'Ivoire, Ghana, Guinea-Bissau, Lesotho, Malawi, Mali and Nigeria who were in Rwanda for the Summit of African First Ladies.

Development Issues

Youth, HIV/AIDS, Family Planning.

Key Points

After the launch concert, JHU/CCP continued to carry the KUBA message through Rwanda with an event at Butare University on May 27 and another concert in Gitarama on June 3. JHU/CCP will now actively seek to develop partnerships with local musicians, actors, donors and others to expand the KUBA campaign and continue to reach young adults through media that appeals to them.In addition to the famous artists present on May 20, several local artists warmed up the crowd with KUBA messages, such as:

  • The future is now, To protect it, make a KUBA decision;
  • The strength of our youth lies in the KUBA. To live healthy and strong, make a KUBA decision; and
  • Do not get hot if you have not got it. Condoms prevent AIDS and STDs.
Partners

The Johns Hopkins Center for Communication Programs (JHU/CCP) and United States Agency for International Development (USAID).

Sources

Press release from JHU/CCP dated June 18, 2001.