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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Sopheap and her Family - Cambodia

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A Khmer-language radio soap opera. The story lines are woven around typical daily situations of love, marriage and romance, but incorporate important messages about AIDS prevention. This program works to educate young Cambodians about STD's HIV/AIDS and responsible sexual behavior in general focusing on a target audience of adolescents in rural and urban areas.
Communication Strategies

A twenty minute radio show airing twice weekly for 11 months. It can be heard every day of the week as it is broadcast on five different radio stations throughout Cambodia.
Development Issues

HIV/AIDS, STD's, responsible sexual behaviour
Key Points

The show is a contemporary drama set in a Phnom Penh beauty salon operated by Sopheap, a women who was originally from rural Cambodia.
Partners



National AIDS program, AusAID, Population Services International-Cambodia

Sources

Population Services International - Statement of Radio Program Expertise, May 1998.