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 26 years ago
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Smoke-Free Soccer - USA

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The program uses a method of modeling the "Smoke-Free" lifestyle of the Women's National Soccer Team members and encourages adolescent girls to participate in soccer to maintain physical fitness and resist pressures to smoke. By working with coaches, athletes, parents and youth, participation helps to create environments for helping develop a healthy, smoke-free generation of young women.
Communication Strategies

In the first year, a combination of television and radio ads, print materials including posters, public events and an interactive web-site were all a part of the multi-media project. The girls on the teams personally brought messages to their young fans, promoting participation in soccer.
Development Issues

Youth, smoking, health, healthy lifestyles, education
Key Points

This program was based on its Australian and New Zealand counterparts "Smoke-free sport", but is different in the participation in rapidly emerging women's sport.
Partners



Department of Health and Human Services, Women's National Team and US Soccer, the governing body of American soccer, National Cancer Institute (NCI), the Centers for Disease Control and Prevention (CDC) and the President's Council on Physical Fitness and Sports