Social Norms
Social norms action with informed and engaged societies
Social Norms
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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Bukumbi Hospital - Tanzania

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Bukumbi hospital established an AIDS committee to increase awareness on the disease. It first educated its personnel before reaching out to nearby villages. Video presentations were used to impact small groups of rural villagers in Tanzania using homemade videos about health education and HIV/AIDS. The videos were interactive and very specific as they were produced by a local hospital with volunteers from the area. The community based aspect of the project allowed for the participants to relate to the information that was being introduced.
Communication Strategies

Original available materials were long and not specific for the regions of interest, so a short 30-minute video of six parts was shown to villagers. Small groups and interactive facilitators promoted discussion, while the video focussed on situations and characters which were suitable to the area and circumstances. Locals were shown problems which they faced everyday and could relate to. This was very effective in increasing awareness. A local choir produced songs about AIDS, stressing routes of transmission and risky behavior.
Development Issues

HIV/AIDS; sexual and social responsibilities
Key Points

Television is not a part of the everyday life of the people of Tanzania, but films and videos are used to reach thousands of villagers by priests. Therefore, health education in Tanzania cannot be provided through the television. The video used has not been shown to have any affect on behavior, but it did change attitudes and educate people, promote discussion and break barriers in talking about sensitive issues to rural people.
Partners



Bukumbi Hospital AIDS committee

Sources

AIDS/STD Health Promotion Exchange. 1996, No 4.