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. 

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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Stanford Process

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Theory Summary
Process Model
Categories of Variables
Relevant Evaluation Level
Variables Measured
Measurement Methods and Studies
1. Creation of Campaign
Treatment Variable
Project Evaluation
1. Project
-organisation
-admin
-effort
-cost
1. & 2.Staff interview project records, policy maker, interviews, cost effectiveness study, administrative history
2. Potential Exposure
Treatment Variable
Project Evaluation
2. Broadcast
-amount
-schedule
Distribution
-print materials
-ORT packets
Training
...
3. Actual Exposure
Cognitive & Attitudinal Outcome
Impact Evaluation
3. Media Use Component-specific exposure. Access to and use of health care facilities. Information seeking and advice sources.
3. thru 8.Panel Study, using interviews, observation, anthropometric measurement. Ethnographic Study, using interviews and ethnographic techniques. Pre-post Study, using interviews and observations. Mortality Study, using interviews. Health Worker Study, using interviews.
4. Knowledge Change
Cognitive & Attitudinal Outcome
Impact Evaluation
4. & 5. Prior status and changes in traditional beliefs: Message specific recall and recognition, e.g., measurement of diarrheal disease, nutrition of the child, water supply, sanitation, food and personal hygiene.
...
5. Attitude Changes
Cognitive & Attitudinal Outcome
Impact Evaluation
4. & 5. Prior status and changes in traditional beliefs: Message specific recall and recognition, e.g., measurement of diarrheal disease, nutrition of the child, water supply, sanitation, food and personal hygiene.
...
6. Trial of Behavior
Behavioral Outcome
Impact Evaluation
6. & 7. Prior status and changes in: Response to diarrhea, breast-feeding and other feeding questions; domestic water and waste disposal; personal hygiene; food preparation hygiene; use of health care resources
...
7. Adoption of Behavior
Behavioral Outcome
Impact Evaluation
6. & 7. Prior status and changes in: Response to diarrhea, breast-feeding and other feeding questions; domestic water and waste disposal; personal hygiene; food preparation hygiene; use of health care resources
...
8. Change in Health Status
Health Status Outcomes
Impact Evaluation
8. Morbidity Mortality Nutritional status
...


Source

'Communication and Community Development for Health Information: Constructs and Models for Evaluation' by John E. Bowes, Review prepared for the National Network of Libraries of Medicine, Pacific Northwest Region, Seattle, December 1997. Contact Jbowes@u.washington.edu