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African development action with informed and engaged societies
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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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Fox, K. F. (1988). Social marketing of oral rehydration therapy and contraceptives in Egypt

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Fox, K. F. (1988). Social marketing of oral rehydration therapy and contraceptives in Egypt. Studies in Family Planning, 95-108.

Abstract: 

This article examines the antecedents, activities, results, and prospects for institutionalization of 2 large social marketing programs in operation in Egypt: the National Control of Diarrheal Diseases Project (NCDDP), which promotes oral rehydration therapy to treat diarrheal dehydration; and the Family of the Future, which is recognized as one of the most sophisticated and effective contraceptive social marketing programs operating today. The major differences between the 2 projects are related to the nature of the target behavior change: oral rehydration therapy has been welcomed, while adoption of family planning has been slow. The societal beneffits of family planning are more difficult to establish. Differences in the product offering call for different marketing strategies. Comparative work in social marketing can identify key areas for futher research to improve the practice of social marketing.