The Communication Initiative
Development action with informed and engaged societies
The Communication Initiative
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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Steps to Behavior Change

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Theory Summary
Based on examples from a family planning situation.
    Knowledge

  1. Recalls family planning messages.
  2. Understands what family planning means.
  3. Can name family planning method(s) and/or source of supply.


    4. Approval

  4. Responds favorably to family planning messages.
  5. Discusses family planning with personal networks (family, friends)
  6. Thinks family, friends, and community approve of family planning.
  7. Approves of family planning.


    8. Intention

  8. Recognises that family planning can meet a personal need.
  9. Intends to consult a provider.
  10. Intends to practice family planning at some time.


    11. Practice

  11. Goes to a provider of information/supplies/services.
  12. Chooses a method and begins family planning use.
  13. Continues family planning use.


    14. Advocacy

  14. Experiences and acknowledges personal benefits of family planning.
  15. Advocates practice to others.
  16. Supports programmes in the community.
Source

Health Communication - Lessons from Family Planning and Reproductive Health, Johns Hopkins School of Public Health, Center for Communication Programmes, 1997, by Phyllis Tilson Piotrow, D. Lawrence Kincaid, Jose G. Rimon II, and Ward Rinehart. P. 23. To order this publication, please click here.

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Submitted by Anonymous (not verified) on Tue, 11/30/1999 - 00:00 Permalink

Kindly let me know how I can download the full texts on change theories. They are very useful in the elimination of Female Genital Mutilation since they will guide the study and intervention

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Submitted by Anonymous (not verified) on Tue, 11/30/1999 - 00:00 Permalink

36/54