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 lainiciativadecomunicacion.com and is linked with The CI Global site.
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Palufoot Campaign

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Launched in January 2010, the Palufoot campaign is part of United Against Malaria's efforts to combat malaria in Sub-Saharan Africa. The campaign involved a number of television spots to raise awareness around malaria prevention. The spots, which are based on a soccer theme, were broadcast during the African Cup of Nations and the FIFA World Cup.
Communication Strategies

The Palufoot television spots were designed to raise awareness about malaria and communicate the power of long-lasting insecticide treated mosquito nets. Available in English, French, Portuguese, Swahili, Wolof, and several other local languages, they feature African football champions from across the continent, as well as global ambassador for United Against Malaria Charles Ssali, a 12-year old Ugandan footballer and malaria survivor. As part of the launch of the campaign, Ssali travelled the world raising awareness about malaria. According to the organisers, the spots reached over one million African households in 40 countries and were broadcast during football matches and news and entertainment programming.

The initial 10 television spots released featured Souleymane Diawara (Olympique de Marseille/Sénégal); Frédéric Kanouté (FC Séville/Mali); Denis Olliech (Auxerre/ Kenya); Joseph Yobbo (Everton GB/ Nigeria); Yaya Touré (FC Barcelone/ Côte d’Ivoire); Habib Kolo Touré (Manchester City/ Cote d’Ivoire ); Boubacar Barry Copa (Lokerene Belgique/ Cote d’Ivoire); Marcel M’Bayo Kibemba (Lokerene Belgique / Congo Kinshasa); Bakary Koné (Marseille / Cote d’Ivoire); and Stéphane M’ Bia (Marseille / Cameroun). Twenty-three television spots were released during the campaign starting in January for the African Cup of Nations and airing on the European Broadcasting Union; the Commonwealth Network; South African News and Sports Exchange; South African Broadcasting Corporation; MNET; and the African Broadcasting Union. The entire series was made available again to all of the stations for broadcast during the World Cup in June and July 2010.

Click here to view some of the spots on Youtube.

Development Issues

Malaria

Key Points

United Against Malaria is a global partnership that mobilises footballers, celebrities, health and advocacy organisations, governments, corporations, and individuals to work to provide access to malaria treatment and prevention tools for everyone at risk of malaria. Their goal is to galvanise partners throughout the world to reach the United Nations target of universal access to mosquito nets and malaria medicine in Africa by the end of 2010. This goal is seen as a first step to reaching the international target of reducing deaths to near zero by 2015.

Partners

Bill & Melinda Gates Foundation, Comic Relief, Johns Hopkins Bloomberg School of Public Health, Malaria No More, ONE, PATH, Population Services International (PSI), Roll Back Malaria Partnership, the United Nations Foundation and the United Nations Special Envoy for Malaria, ExxonMobil, and Sumitomo Chemical.

Sources

United Against Malaria website on January 20 2010.