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 24 years ago
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It’s Your Business - USA

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"It's Your Business", a campaign designed to provide the African American community with information about how to prevent domestic violence and protect women at risk for abuse, began airing on radio stations across the country in March 1999.
Communication Strategies

The campaign provides African American-oriented radio stations nationwide with a series of 12 professionally-produced, entertaining, serialized 90-second public service announcements (PSAs) that educate listeners about safe interventions to help battered women, and provide referrals for resource materials. The series dramatizes a fictional African American community's reaction to a high-profile incident of domestic violence.
Development Issues

Women, rights, education.
Key Points

Radio stations in Charlotte, Chicago, Cincinnati, Detroit, Jacksonville, Kansas City, Los Angeles, and Louisville are among the many that already have committed to air It's Your Business. African American leaders at domestic violence programs around the country are organizing community events that promote awareness and prevention of domestic violence. The FUND has developed culturally-specific posters, window signs, a brochure targeting African American men, and a Community Action Kit. Each It's Your Business spot promotes a toll-free phone number (1-800-END-ABUSE) that people can call for information about how to get involved in their own communities; callers receive the Community Action Kit free of charge, and information about how to obtain other It's Your Business organizing materials from the FUND.
Partners



Family Violence Prevention Fund (the FUND), The Advertising Council, the Institute on Domestic Violence in the African American Community, American Urban Radio Networks, and the Annenberg School for Communication at the University of Pennsylvania, among others.

Sources

Letter from Marissa Ghez to The Communication Initiative.