Soul Beat Africa
African development action with informed and engaged societies
Soul Beat Africa
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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Impact Data - MAXIMUM Condom Users

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The objectives of this study were to obtain accurate profiles of MAXIMUM condom buyers, including information regarding sex, age, marital status, income and education levels. Also to determine purchasing patterns of condom brands, perceived benefits, and usage with different partners. Finally to measure the impact and recall of advertising and promotional materials on the target groups.

Methodologies
Questionnaires were handed out to people in high volume MAXIMUM outlets by Ministry of Health Workers after they had bought condoms.
Practices
81% of married respondents report using condoms every time with their non-spouse partners, while only 25% of married respondents reported usage every time with their spouses. MAXIMUM buyers generally seem to be better educated than the general population, with 40% of respondents having obtained more than secondary school education. Less than 10% of urban males have greater than secondary school education. 76% of respondents reported buying condoms in the pharmacy. 64% of respondents reported being the head of the household. About 56% of MAXIMUM condom buyers were reported to be married, 33% were single, 7% were engaged, 3% were divorced or separated, and 1% were widowed. 28% of respondents said that it was the first time that they had bought condoms.
Attitudes
72% of the total number of respondents reported prevention against STD's as the main advantage of condoms. 56% reported AIDS prevention and 63% reported family planning.
Increased Discussion of Development Issues
20% of respondents had first heard about MAXIMUM condoms from their friends.
Access
37% of respondents reported hearing about MAXIMUM condoms for the first time on the radio. 12% reported learning about them from television, 12% reported seeing a poster or sign.
Source
“Consumer Intercept Study of MAXIMUM Condom Users for the Zambia Social Marketing Project” Prepared by: Population Services International for the Zambia Social Marketing Project. March 1994.