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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Stanford Process

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Theory Summary
Process Model
Categories of Variables
Relevant Evaluation Level
Variables Measured
Measurement Methods and Studies
1. Creation of Campaign
Treatment Variable
Project Evaluation
1. Project
-organisation
-admin
-effort
-cost
1. & 2.Staff interview project records, policy maker, interviews, cost effectiveness study, administrative history
2. Potential Exposure
Treatment Variable
Project Evaluation
2. Broadcast
-amount
-schedule
Distribution
-print materials
-ORT packets
Training
...
3. Actual Exposure
Cognitive & Attitudinal Outcome
Impact Evaluation
3. Media Use Component-specific exposure. Access to and use of health care facilities. Information seeking and advice sources.
3. thru 8.Panel Study, using interviews, observation, anthropometric measurement. Ethnographic Study, using interviews and ethnographic techniques. Pre-post Study, using interviews and observations. Mortality Study, using interviews. Health Worker Study, using interviews.
4. Knowledge Change
Cognitive & Attitudinal Outcome
Impact Evaluation
4. & 5. Prior status and changes in traditional beliefs: Message specific recall and recognition, e.g., measurement of diarrheal disease, nutrition of the child, water supply, sanitation, food and personal hygiene.
...
5. Attitude Changes
Cognitive & Attitudinal Outcome
Impact Evaluation
4. & 5. Prior status and changes in traditional beliefs: Message specific recall and recognition, e.g., measurement of diarrheal disease, nutrition of the child, water supply, sanitation, food and personal hygiene.
...
6. Trial of Behavior
Behavioral Outcome
Impact Evaluation
6. & 7. Prior status and changes in: Response to diarrhea, breast-feeding and other feeding questions; domestic water and waste disposal; personal hygiene; food preparation hygiene; use of health care resources
...
7. Adoption of Behavior
Behavioral Outcome
Impact Evaluation
6. & 7. Prior status and changes in: Response to diarrhea, breast-feeding and other feeding questions; domestic water and waste disposal; personal hygiene; food preparation hygiene; use of health care resources
...
8. Change in Health Status
Health Status Outcomes
Impact Evaluation
8. Morbidity Mortality Nutritional status
...


Source

'Communication and Community Development for Health Information: Constructs and Models for Evaluation' by John E. Bowes, Review prepared for the National Network of Libraries of Medicine, Pacific Northwest Region, Seattle, December 1997. Contact Jbowes@u.washington.edu