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.
Time to read
less than
1 minute
Print
a- a+
Published 27 years ago
Last updated 1 year ago
Read so far

Gold Star Quality - Egypt

0 comments
A major public sector family planning quality improvement programme, Gold Star Quality Programme stimulates supply of quality health care services through training and supervision of health care providers and stimulates demand of these services by promoting these higher-quality services to the public through multimedia communication campaigns, television and radio spots and community events.
Communication Strategies
The three-step Gold Star strategy entails: 1) promoting quality family planning service providers as a means of enhancing their self-image and job performance; 2) promoting certified clinics as sites for high-quality services; and 3) associating these high-quality sites and services with an easily recognized symbol. In the multimedia communication campaigns, catchy tv and radio spots call attention to the Gold Star clinic sites and providers. The first wave of messages, aired when qualifying Gold Star sites were few, invited consumers to try the service. The second wave was launched after a critical mass of clinics had begun to operate nationwide. It high-lighted the Gold Star mark-of-quality and invited clients to use the nearest Gold Star clinics regularly.
Development Issues
Family Planning, Health.
Key Points
Intensive week-long community mobilisation and advocacy activities were designed to build a sense of community partnership with the improved clinics.
Partners

Egyptian Ministry of Health and Population (MOHP) and Ministry of Information (MOI).

Sources

The Johns Hopkins University Center for Communication Program's "Communication Impact!", November 1998, #4.

Click here to access a related peer-reviewed summary on the Health e Communication website, and to participate in peer review.