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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Family Planning Campaign - Jamaica

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As part of an integrated communication campaign to encourage young people to postpone sex and to avoid unwanted pregnancies, this campaign produced the hit song, "Before you be a mother, you got to be a woman."

Media Used:
Communication Strategies

This campaign included:

  • Song, "Before you be a mother, you got to be a woman," broadcast over commercial radio stations in Jamaica
  • 1 television spot
  • Posters
  • Billboards
  • Press announcements

The song was sung by the popular reggae group Gem Myers and the Fab Five, and included lyrics such as:


Everyone a tell you, "Don't jester little girl, little girl,
don't spoil your future,
before you be a mother, you got to be a woman,
before you be a mother, got to be a woman."
Got to be a woman,
got to get your education,
got to get your occupation,
before you be a mother,
enjoy your school days,
before you be a mother,
sort out your future,
before you be a mother,
have fun while you can,
children can wait till you become a woman.

Development Issues

Family Planning, Youth.

Partners

Jamaican National Family Planning Board

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