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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Soccer Schools for Health Promotion - Santiago de Chile, Chile

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The Pan American Health Organization has developed a curriculum to improve the health and development of adolescent boys by focusing on constructs of masculinity and its impact on health and healthy, equitable relationships. The curriculum uses the capacity of soccer coaches to transmit concepts of health promotion to adolescent boys, ages 8 to 12, during soccer practices or clinics. The curriculum has been adapted per the experiences of pilot tests in several countries in Latin America, including Argentina, Brazil, Chile, Mexico, Paraguay, and Venezuela.
Communication Strategies
Although the process has differed slightly in each country, in general, coaches receive training on a variety of health issues (smoking, alcohol use, sexual behavior, violence, etc.) and the curriculum with the intention that they will then introduce these topics during soccer training sessions throughout the season. For example, during one session the coaches are asked to introduce a health topic such as violence by using the game of soccer as an example of fair play and the rules that govern the interactions on the field and then relating them to daily life. The curriculum guides the group through an introductory talk, warm ups, play and a wrap up.
Development Issues
Adolescents, Health, Gender.
Key Points
The project builds on the popularity of soccer in the region and the established relationship of trust that soccer coaches enjoy.
Sources

"Documenting and Sharing Learning in Health Communication for Development - A Literature Review." Prepared by Rafael Obreg