Social norms action with informed and engaged societies
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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Tuberculosis Film Broadcast

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Tuberculosis is a 25-minute documentary film about tuberculosis (TB) and TB/HIV produced through a global partnership and broadcast to BBC World TV's 260 million global viewers. The film, part of a BBC series on global infectious diseases called "Kill or Cure", was sponsored by the Stop TB Partnership and World Health Organization (WHO). BBC gave the Stop TB Partnership the right to offer the film for broadcast free of charge to television stations in Africa, Asia, Eastern Europe, and Latin America. The Secretariat also received more than 4 hours of footage from the documentary that can be used for producing a range of audiovisual products - flash films, video news releases, b-roll for the media, and the like. The purpose of the initiative is to reach out to the global public with informational and activist messages about TB, in an effort to prevent the spread of the disease.
Communication Strategies
This initiative draws on global partnership as a strategy for both creating and sharing the film with a worldwide audience. Tuberculosis resulted from a collaborative effort between 4 organisations: BBC World TV commissioned the documentary for broadcast (each day from June 4 to 9 2004, in honour of World AIDS Day); London-based Rockhopper TV produced it; and the Stop TB Partnership and WHO Stop TB Department provided funding and worked out the main elements and locations for the story in conjunction with Rockhopper.

The documentary's primary focus is on providing information about Directly Observed Treatment, Short course (DOTS) in Rajasthan, India and on TB/HIV in Malawi, with scientific commentary provided by Dr. Douglas Young, chairman of the Stop TB Working Group on New Vaccines. A strong sub-theme running throughout the film, and which is explicitly articulated by Dr. Young as a final note, is the urgent need for new tools - drugs, diagnostics, and vaccines - in order to turn the tide against the epidemic. In that sense, the documentary is intended to serve as an advocacy tool for all Stop TB partners.

In an effort to ensure that as many people as possible around the world watched the documentary during its week of transmission on BBC World, Stop TB asked members of the public to participate in spreading the word by undertaking the following communication activities:
  • posting a notice with the description and broadcast times on a website
  • circulating an email with the same information to constituents
  • directly informing key audiences about the broadcast, e.g., donors, policy makers, ministries, etc.
  • watching, and then discussing, the film with others.
Development Issues
Health (TB), HIV/AIDS.
Key Points
Click here to view the film on the Stop TB Partnership website (the film is quite long and may take awhile to download). Please contact the Stop TB Partnership (below) to inquire about obtaining a copy of the film.
Partners

BBC World TV, Rockhopper TV, the Stop TB Partnership, and WHO.