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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Massachusetts Tobacco Control Programme

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To combat the large social cost of smoking with its effects on both smokers and second-hand smokers, the people of Massachusetts voted to increase the excise tax on tobacco. Using the resources raised through that tax a communication programme was initiated in order to support and promote decreased levels of smoking in Massachusetts. The objectives were to help adult smokers to stop smoking, to prevent young people from starting smoking, and to protect non-smokers from inhaling second-hand tobacco smoke. The media campaign educated and attempted to change public attitudes towards smoking.
Communication Strategies

At a local level, community agencies were given funding to provide counseling services for people who were quitting, to educate their communities about smoking, and to work to change legislature to decrease access to tobacco by youth and to decrease the amount of environmental smoke that workers were exposed to. This was complemented by a state-wide mass media campaign on television, radio, and through special events.

Development Issues

Tobacco, Health.

Key Points

Multiple levels of government and community came together to work on the project, including boards of health, youth agencies, and school departments.

Partners

Massachusetts Department of Public Health, Local Boards of Health, Local Youth Tobacco Education and Leadership Programs, National Cancer Institute.

Sources

Independent Evaluation of the Massachusetts Tobacco Control Program - Third Annual Report: Summary. Abt Associates Inc., Hamilton, W., Harold, L., Jan 1994 to June 1996.