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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Published 22 years ago
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A Indominada - Brazil

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"A Indominada" ("Indominable Woman") is a Population Communications International/Brazil radio programme designed to work through existing soap operas called telenovelas. These telenovelas work to dispel social myths and taboos by providing a deeper cultural understanding of social issues. By providing this education through a culturally appropriate, pre-existing medium, an effective tool is created to reach people of all ages and social standing.
Communication Strategies

A pre-existing telenovela was enhanced with opening discussions, consists of two women engaging in an ongoing debate about sexuality and reproductive health a third woman who provides factual information.

Development Issues

Sexual and reproductive health, gender, STD's, HIV/AIDS, unwanted pregnancy, condoms

Key Points

Previous research in São Paulo has indicated that telenovelas have contributed greatly to the declining fertility rates in Brazil, making this an appropriate medium to continue broadcasting health related materials. The story consists of two young girls, Scarlet and Caroline, discussing issues relating to sexual relations, maturing and reproductive health who can relate on a personal level to youth watching the program. The factual information in the programme is provided by the character Zenilda, who, as a doctor, counselor, and mother can reach the youth on a personal and professional level.

Partners

Population Communications International (PCI) Brazil (now PCI-Media Impact), Rede Globo de Televisão (Rede Globo) The Conservation and Research Foundation, Inc.

Sources

Population Communications International, PCI 1997 Annual Report, page 20.