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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Smart Sex

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A health communication campaign to increase positive sexual behaviors through an in-depth exploration of sexual issues in a popular television programme called "Smart Sex". The objective of the programme was to give young people the tools needed to take the steps to protect themselves from HIV/AIDS and STDs.
Communication Strategies

Production and broadcast of the prime-time television programmes called "Smart Sex". These gave in-depth coverage of sexual issues. Hosted by a popular actor, Christian Slater, real-life personal stories were used to give positive role models providing a range of safer sex behaviours. The programme was highly stylised to appeal to its target group of young adults. Characters aimed to be appealing and believable to attract and hold the audience.

Development Issues

Youth Health, HIV/AIDS, STDs.

Key Points

This programme was also linked to short public service announcements which were used to further inform people.

Partners

Ogilvy Adams & Rinehart/Washington (OA&R), Luck Duck Productions, MTV, Prevention Marketing Initiative, Centre for Disease Control, MTV.

Sources

Draft Health Communication Materials UNICEF: 1996.