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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Girlfriends HIV/AIDS Episodes - United States

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In May 2003, a series of four HIV/AIDS-focussed episodes of the urban-relationship comedy "Girlfriends" aired on the United States television network UPN. The series is part of a yearlong campaign (KNOW HIV/AIDS) sponsored by UPN's parent company Viacom and the Henry J. Kaiser Family Foundation to combat HIV/AIDS. In concert with the broadcast, viewers were encouraged to organise community-based viewings and peer discussion groups to foster continued reflection on HIV/AIDS.
Communication Strategies
"Girlfriends" is a comedy series that features four African-American women who provide an open, honest exploration of issues related to family, friends, relationships, and life facing women today. Four of these episodes foccused on HIV/AIDS. Specifically, the main characters (Maya, Lynn, Joan, and Toni) learn that an old college friend has contracted HIV from her husband, who was also Joan's boyfriend in college and is now living with AIDS; Lynn, after attending a poetry slam, decides to refocus her documentary on sexuality to address AIDS; and Toni and her fiancé decide to take an HIV test. In the final episode, Lynn wraps up her documentary, which ends on a surprising and unsettling note. To view a clip from the final (May 12) episode, click here.
Development Issues
HIV/AIDS, Women.
Key Points
KNOW HIV/AIDS is a global public education initiative by Viacom and the Kaiser Family Foundation to address HIV/AIDS through public service messages (PSAs), television and radio programming, and free print and online information resources. KNOW HIV/AIDS includes PSAs specifically designed to reach African Americans and HIV-themed programming on TV shows that are highly rated among African Americans.
Partners

Viacom, Kaiser Family Foundation.

Sources

Letter sent from Vallerie D. Wagner to The Communication Initiative on May 8 2003.

Comments

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Submitted by Anonymous (not verified) on Thu, 06/16/2005 - 07:50 Permalink

poetry

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Submitted by Anonymous (not verified) on Thu, 02/08/2007 - 08:14 Permalink

amazing