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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Chishango Condom Awareness - Malawi

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Chishango is a radio behaviour change campaign that addresses barriers to condom use and safe sexual behaviour. It is a HIV/AIDS communication programme focusing on promoting condom effectiveness and improving personal risk perception among the youth in Malawi. The campaign is aimed at sexually active young men aged 14 – 25.
Communication Strategies
To combat the HIV crisis, the organisers introduced Chishango (meaning "Shield") brand condoms as part of a condom social marketing campaign in 1994. A 1999 survey found that Chishango condoms were available in more than half of all outlets nationwide.

Population Services International Malawi (PSI/Malawi) promotes Chishango through mass media, including radio shows and advertising, print media, and outdoor advertising (e.g. billboards). In addition, PSI/Malawi utilises non-traditional communication channels to reach those that have limited access to mass media. These channels include mobile video units, drama groups, peer educators and promoters, wall signs and bus advertising. Chishango is the most advertised brand on the radio in Malawi.

PSI/Malawi updated its packaging of the Chishango condom as part of a concerted effort to reach its target group of young men, who they say most often make the decision to purchase a condom.
Development Issues
HIV/AIDS
Partners

PSI/Malawi

Sources

PSI website on May 24, 2004.