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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Teenage Health Freak

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Teenage Health Websites Limited is an interactive web-based initiative launched by two United Kingdom (UK) physicians who are authors of the "Diary of a Teenage Health Freak" series. Distributed worldwide, these diaries have offered "cringe-free" health information specific to teenagers - in the form of books that have been translated into 22 languages (with over 1 million copies sold in the UK), as well as a UK television series. Teenage Health Freak is the umbrella website for all the content on 2 linked sites that build on the book and TV series. Designed for 11- to 16-year-olds, the sites are designed to provide a teenager-friendly, low-impact health information resource in the form of "Pete's diary", and provide a more substantial health information resource in the form of Dr. Ann's site.

Communication Strategies

Teenage Health Freak is a web-based attempt to provide accurate, relevant, and reliable health information to teenagers in a contemporary, entertaining, and engaging way. The format, which includes new content available daily, is designed to enable young people to "take effective responsibility for their health-related actions within an appropriate moral framework". The two sites are:

  • Pete Payne's online diary: Pete is a hypochondriac teenager who updates his diary daily with his worries and traumas, plus those of his family and friends. Pete soon discovers Dr Ann's site and his diary often links off to it for information on his latest health worry.
  • Dr. Ann's site: Dr. Ann is Pete's friendly virtual doctor. Here, she provides honest, evidence-based medical information about common teenage health worries - drugs, cigarettes, alcohol, contraception, weight, depression, puberty, pimples, etc. - written in what is intended to be an entertaining and up-to-date style. Pete appears throughout. Students can "eavesdrop" on the advice given to other teenagers and email the doctor in confidence with their own health questions: "Got a question for the doc? Ask it here - especially if it's about drugs, alcohol and smoking - we want to know!"

 

A link from the main Teenage Health Freak site also includes a link to the separate but related Youthhealthtalk, a website about young people's real-life experiences of health and lifestyle. It features not just the medical facts, but, rather, real young people talking about their own health experiences.

 

Although designed for teenagers, Teenage Health Freak sites include information that can also be used by parents, teachers, and health professionals. The sites are accompanied by teachers' resources, available online.

Development Issues

Youth, Health.

Key Points

In November 2001, the Health Freak sites won the Bupa Communication Award, which aims to encourage the improvement of effective communication between the medical profession and patients.

Sources

Teenage Health Freak website; and email from Aidan MacFarlane to The Communication Initiative on October 21 2009.

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