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.
Time to read
1 minute
Print
a- a+
Published 24 years ago
Last updated 1 year ago
Read so far

‘Squash It’ - USA

0 comments

A communication campaign designed to prevent youth violence by giving youth the skills and attitudes to walk away from confrontation and making such actions socially acceptable. The campaign uses street lingo to encourage street youth to avoid violence and conflicts before they escalate to gun usage. It focuses on using media that youth understand, such as television drama. There are both national media and community based components.
Communication Strategies

By using a form of product-placement, a subtle, non-intrusive approach is used to reach out to youth through many popular television programs. Examples of the programs are "Beverly Hills 90210", "ER" and "Living Single" [all popular television programmes with young people]. Logos, posters and hand signals are used in popular media. Community based areas use many media, including local television and radio announcements, radio advertisements, bus advertisements, logos on newspaper vending boxes, and billboard ads. All activities promote the "Squash It" catch-phrase and approach.
Development Issues

Youth Violence
Key Points

Youth violence is more dangerous now than a few years ago because of the increase use of guns and social attitudes that make it nearly impossible for youth to back down from confrontations. " Squash It grants social sanctions to decisions to walk away from confrontations by promoting a shift in social norms and expectations. The mass media can play a powerful role in changing such expectations." - Jay Winston. An important aspect of the project is providing a place for the youth to go once they have walked away from the violence.
Partners



Harvard University's School of Public Health, local community supporters, grants from Joyce Foundation, the Max Factor Family Foundation, Metropolitan Life Insurance Co.