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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Published 25 years ago
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Mulero and Koko Close

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The purpose of the project was to promote family planning benefits and services by incorporating family planning messages and information into two existing television programmes which were popular in the area. This provided a cost-effective media to transmit messages without lost effectiveness in reaching target audiences.
Communication Strategies

Incorporation of family planning messages and themes into: 13 episodes of television magazine program, "Mulero", aired once weekly, 26 episodes of 30-minute television drama, "Koko Close", aired once weekly.

Development Issues

Family planning.

Key Points

The scripts for the drama segments were developed by writers and producers from NTA and were reviewed for accuracy by a Project Advisory Committee. Formative research and pre-testing of draft materials guided the development of the scripts. Close linkages between the broadcasters and the service providers enabled the project to simultaneously develop appropriate and effective media, and serve and document the increased number of new clients.

Partners

Johns Hopkins University/Population Communication Services, Nigerian Television Authority [NTA], Planned Parenthood Federation of Nigeria, University College Hospital.

Sources

The Use of Mainstream Media to Encourage Social Responsibility: The International Experience - Inventory of Projects. Henry J. Kaiser Family Foundation by Advocates for Youth, pages 74-75.