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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RTK - Zambia Field

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Mtendere compound is a low-income urban township located in Lusaka, the capital of Zambia. This was the site selected for Participatory Action Research (PAR) on HIV/AIDS among young people.

It was a very challenging and fun-filled experience. The PAR had two major results, namely, improvements in our research techniques and community mobilization skills. Youth in Mtendere were mobilized through dialogue with teachers, peer educators, bar owners, bus drivers and other community leaders. We also used drums and role plays to get youth to participate in the research. Even though we spent two days mobilizing youth for our research, we sometimes had to go out and search for respondents. We learnt a lot from our research and made a number of friends in Mtendere.

Not surprisingly, there are a number of myths and misconceptions surrounding HIV/AIDS amongst the youth in Mtendere. Some of the beliefs about HIV/AIDS that surfaced include:
  • Condoms are only 50 percent effective, so using three condoms will provide 150 percent protection. If one condom gets torn, she will still get 100 percent protection.
  • Children can contract HIV/AIDS from their parents if they eat off the same plate.
  • Girls can prevent themselves from falling pregnant by flushing their vagina with water.
  • AIDS was prophesied in the Bible.
  • Sleeping with a young virgin can cure AIDS.
Many of the youth interviewed said that they knew about HIV/AIDS. They usually get information on HIV/AIDS from peer educators, posters, teachers, churches and the media.

There are many high-risk areas in Mtendere, as almost every other building is a drinking place, and most of these places do not have any age restrictions for clientele. The lack of recreation facilities means that many youth in Mtendere spend a lot of time in drinking places and in brothels. A number of unfinished buildings, bushy hideaways and market areas are used for illicit sex. Young people often do not go to the local police station for help, as policemen often demand money from boys and sex from girls. Some young people find the attitude of the staff at the local clinic very hostile and are often afraid to ask for free condoms. They would rather buy them from the drinking places or get them from peer educators.

These rather grim findings have only served to strengthen the team's resolve to carry on with the RTK initiative.

Source:
RTK Core Group
Zambia
13 November 2002
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