African development action with informed and engaged societies

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. 

On the transfer, co-founder Victoria Martin expressed her pleasure to see this work continue under Wits' leadership, knowing that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction. 

As Wits, we honour the team and partners who sustained The CI for decades and look forward building from that strong base. This includes co-founders Warren Feek (1953-2024) and Victoria Martin as well as La Iniciativa de Comunicación (CILA), which continues independently at lainiciativadecomunicacion.com with links to The CI Global site. We are also eager to forge new partnerships and entertain new ideas as we consider how best to contribute to social and behaviour change in our rapidly evolving environment.

If you are joining the International Social and Behaviour Change Communication (SBCC) Summit in Panama, please join Wits and CILA on Monday, 22 June, to share your thoughts and suggestion for the relaunch of the Communication Initiative. We will be in Pacifica 5 from 12-1:25 for the Refuel, Reflect, and Renew Lunch Series: The Communication Initiative: celebrating a driving force for Communication for Social Change and the way forward. We will reflect on the legacy of Warren Feek and family in creating the Communication Initiative, consider the contributions of CI over the years and then turn our attention towards the future in this dynamic session. 

If you are unable to join us in Panama, we still want to hear from you. Please contribute your thoughts by following this link: https://redcap.link/CommunicationInitiative2026 or reaching out to ci_surveys@commint.com

You can also follow the QR Code:

 https://redcap.link/CommunicationInitiative2026

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Social-Ecological Approach

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Theory Summary

This theory provides a way of thinking about the planning of health promotion interventions that places a spotlight on the relationship between environmental and behavioural determinants of health. This relationship is reciprocal; the environment affects health-related behaviours, and people can, through their actions, affect the environment.




This approach assumes that our health is shaped by many environmental subsystems, including our family, community, workplace, cultural beliefs and traditions, economics, the physical world, and our web of social relationships. Health promotion efforts must thus be comprehensive, addressing those systems that adversely affect the person's capacity for living healthily.

People should be expected to behave differently in different environments. An individual's behavioural predispositions may vary with situation because the situation is partially responsible for those predispositions. In addition, people have different capacities for action in varying environments because environments differ in the resources they provide to individuals. Furthermore, the reinforcements we receive for a particular action may be quite different across contexts - even potentially being positive in one environment and negative in another.

Source

Alcalay, Rina & Bell, Robert "Promoting Nutrition and Physical Activity Through Social Marketing", 2000: page 22 - click here.

Comments

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

"to do"culture vs."to be" culture

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

AIDS risk reduction mmmodel (ARRM)

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

this page was very useful as a starting point

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Submitted by Anonymous (not verified) on Mon, 01/31/2005 - 14:22 Permalink

Very good overview, but I need more detail

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Submitted by Anonymous (not verified) on Thu, 03/09/2006 - 11:03 Permalink

I find this review to be very simplistic and naive. It should be pulled of the web and rewritten by a cultural ecologist specializing in health promotion. I direct the reader to the following sources:

Green L. L Richard, L Potvin. Ecological foundations of health promotion. Amer J of Health Promotion. 1996 March/April 10, (4): 271-281.

McElroy, KR, D Bibeau, A Steckler, K Glanz. An ecological perspective on health promotion program. Health Ed Q 1988 15(4):351-377.

The Social Ecology of Health Promotion: Implications for Research and Practice Daniel Stokols, Judd Allen, and Richard L. Bellingham. Introductory article published in a special issue of the American Journal of Health Promotion featuring "Social Ecological Perspectives on Health Promotion", 1996, Volume 10, pp. 247-251.

I am more than happy to arrange to have this section rewritten. I am a medical anthropologist that employs a cultural ecological perspective in my health promotion work internationally.

Allison Bingham, Ph.D.
PATH
abingha@path.org

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Submitted by Anonymous (not verified) on Thu, 06/12/2008 - 09:06 Permalink

Nice and simple. This makes for a useful paradigm.