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 lainiciativadecomunicacion.com and is linked with The CI Global site.
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Sex-Worker Peer Education - Philippines

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Peer-education was used to target a specific group of about 9000 licensed sex workers. Peer influence was used in bars and discos to promote the ideas that they had been introduced to. The program was designed to use peer influence to educate the sex workers within bars or discos. Fear tactics were not used in the campaign, and no discrimination was made about the professions of the workers.
Communication Strategies

Several sex workers were used as peer advisors who used trust to reach other sex workers. Posters were used in bars and discos, and condoms were made available in the bars. Workers learned how to reduce high risk behavior and prevent infection through the trust and camaraderie of the sex workers.
Development Issues

HIV/AIDS; Youth Health; sexual responsibility
Key Points

The Philippines has a large number of commercial sex workers who are at high risk for being infected with HIV, most of whom are operating in the major centers of the country. Before the project in 1988, a survey showed good awareness of HIV/AIDS, but that 43% rarely or never used a condom. Trust was a large factor in the education process which allowed for very specific coverage to a high risk group.
Partners



Olongapo and Angeles city mayors, Olongapo City Health offices, Family Health International

Sources

AIDS/STD Health Promotion Exchange. 1992, No. 77