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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Hear Each Other

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The main goal of the Healthy Russia 2020 project's communication campaign "Hear Each Other!" was to draw men's and women's attention to reproductive health and to motivate them to discuss different aspects of this issue with each other and with health care practitioners. Developed by the Center for Communication Programs (CCP) at Johns Hopkins University's Bloomberg School of Public Health, this campaign sought to spur health-related conversations on the part of Russia's men and women aged 19 - 35 through messages delivered in the form of various printed materials as well as radio and television public service announcements (PSAs). These materials are part of a broad-based programme of health education, communication, and mobilisation in the areas of healthy lifestyles, HIV/AIDS, and family planning/reproductive health.
Communication Strategies

The materials for the "Hear Each Other!" campaign were developed using formative research that was designed to: explore the knowledge, attitudes, and practice of couples from different socio-demographic groups regarding contraceptive use; investigate gender roles in reproductive health decision making and contraceptive use; and explore the sources of information couples in different social groups use when making decisions about family planning and contraceptive use. Sixteen focus groups were conducted in two Russian cities, Irkutsk and Orenburg, with 8 groups in each city.

Based on the insights from the focus group process, various communication materials were developed - drawing centrally on a humourous and positive approach which was found to be understandable and attractive to this audience. Posters and stickers - featuring images of cartoon-character men and women with tag-lines such as "Each day of being silent can cost a lot" - were placed in medical institutions, pharmacies, movie theatres, and on public transport. Three different booklets were distributed to the intended audience; in addition, a booklet and cue card on counseling couples were developed for medical providers. Furthermore, regional TV and radio channels showed PSAs. "Hear Each Other!" materials can be viewed/downloaded by clicking here.

Development Issues

Reproductive Health, Gender.

Sources

Media/Materials Clearinghouse Spotlight, July 31 2006 and June 17 2009; and email from Judy Heck to The Communication Initiative on October 6 2006.

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