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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ER - USA

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ER has been the number one rated drama on American television. With extensive international sales it is also popular in many other national markets. Though the main intention is drama the programme also raises, as part of that drama, health issues and actions which can prevent health problems arising. In the USA there have been approximately 35 million viewers every week. This power and popularity is "exploited" for health promotion.
Communication Strategies

Building on the appeal and power of the drama a number of specific health promotion activities have taken place. These include 1-800 numbers for information on the health conditions raised in the show; Internet addresses for more detailed information; and a local news segment [in every local market within the news programnes that immediately follow ER] called "Following E.R.", which picks up on the health theme in the show [e.g., accidents] with local stories [e.g., the work of accident prevention groups].

Development Issues

Major health issues, HIV/AIDS, Youth Health, rape, cancer, prevention methods, personal attitudes, many others.

Key Points

According to the Kaiser Family Foundation (KFF), ER has a well-researched plot and script that provide accurate information about health issues and are an effective media to reach target communities. ER reaches people through positive and negative role models.

Partners

ER production team, Johns Hopkins School of Public Health, KFF, NBC.

Sources

Survey of ER viewers - Kaiser Family Foundation summary of Results. April 1997.