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 21 years ago
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Chishango Condom Awareness - Malawi

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Organised by Population Services International Malawi (PSI/Malawi), Chishango is a behaviour change campaign that addresses barriers to condom use and safe sexual behaviour. The Malawi-based HIV/AIDS communication programme promotes condom effectiveness and aims to improve personal risk perception among young people, particularly sexually active young men aged 14 to 25.
Communication Strategies
To address the HIV crisis, organisers introduced Chishango (meaning "Shield") brand condoms as part of a condom social marketing campaign in 1994. A 1999 survey found that Chishango condoms were available in more than half of all outlets nationwide.

PSI/Malawi promotes Chishango through mass media, including radio shows and advertising, print media, and outdoor advertising (e.g., billboards). In addition, PSI/Malawi uses non-traditional communication channels to reach those who have limited access to mass media. These channels include mobile video units, drama groups, peer educators and promoters, wall signs, and bus advertising. Chishango is the most advertised brand on the radio in Malawi.

PSI/Malawi updated its packaging of the Chishango condom as part of a concerted effort to reach young men, who most often make the decision to purchase a condom.
Development Issues
HIV/AIDS, Youth.
Sources

PSI website.