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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Faces of AIDS - Africa

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The Faces of AIDS was a 20-minute video produced by the AIDSTECH project in 1991-92 in 3 languages: English, French, and Swahili. The Faces of AIDS tells the story of the human experience of living with AIDS in Africa. People with HIV and AIDS, their husbands and wives, their families, doctors, and health workers talk about how AIDS has affected their lives.
Communication Strategies

In The Faces of AIDS, a sick young woman is abandoned by her father, a mother worries about what will happen to her children when she dies, a doctor weeps at the death of her 24-year-old patient, a brother is determined to support and love his sick sister, and an orphaned boy is nurtured by his aunt. The stories give a glimpse of the hope and despair associated with AIDS and also challenge the viewer to confront and overcome adversity.


The 20-minute video is accompanied by printed discussion guidelines.

Starting in mid-1992, Media for Development International (MFDI) carried out several activities to maximize the distribution of the film, including a 4,000+ piece mailing, entry into 15 film and video festivals, getting it reviewed in 20 newsletters and magazines, holding mini-conferences and workshops, and other activities. Over 2,000 videos have been distributed by the end of 1994.


Development Issues

HIV/AIDS.

Partners

AIDSTECH Media for Development International (MFDI), Family Health International/AIDSCAP.

Sources

"The Use of Mainstream Media to Encourage Social Responsibility: The International Experience" - The Henry J. Kaiser Family Foundation - Prepared by: Jennifer Daves and Liza Nickerson - The Media Project