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 - Umurage Urukwiye

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Rapid population growth and a serious HIV/AIDS epidemic have been obstacles to the national development and quality of life in Rwanda. Poverty reduction, empowerment of the vulnerable, education, and development are closely linked with stopping population growth and the spread of HIV/AIDS. To address these issues, Population Media Center (PMC) developed a radio programme called Umurage Urukwiye (Rwanda's Brighter Future). The drama is designed to raise awareness and to motivate discussions about issues such as reproductive health, HIV/AIDS, wildlife habitat and natural resource preservation, land conservation, and the promotion of civil harmony. The programme began broadcasting over Contact FM and Radio Salus in April 2007 and concluded in August 2009.

Methodologies
To monitor the effects of the programme, PMC hired an independent research firm to conduct interviews at six health clinics in the broadcast area to find out what motivated clients to seek a health service. A sample of 299 new clients seeking family planning, voluntary counselling and testing (VCT) for HIV, and prevention of mother to child transmission (PMTCT) of HIV services were interviewed. The interviews were conducted in November and December of 2008. In June of 2009, a third round of clinic monitoring was conducted to determine the percent of clients motivated to get services as a result of listening to the programme.
Practices
According to the surveys, more than half (57%) of new clients seeking health services in health centres and hospitals say they have listened to the PMC serial drama Umurage Urukwiye. When respondents were asked what motivated them to visit the clinic, 15% said it was the PMC drama.

Approximately 4 in 10 (39%) said they followed advice given about family planning heard in the drama. When asked what lessons they learned about family planning from the drama, close to half (45%) said they made the decision to use a family planning method.
Increased Discussion of Development Issues
Listeners were asked what actions they took as a result of listening to the programme. Nearly half (49%) said they talked to a spouse or partner about the subject of family planning heard in the drama.
Access
The research found that when respondents were asked their most important source of information about the subjects of family planning, treating sexually transmitted infections (STIs), HIV testing and counselling, or condoms, 14% of men and 30% of women said "radio".
Other Impacts
The programme was also found to be engaging, with 87% of listeners saying they are "very satisfied" or "satisfied" with the content of the drama.
Source
PMC website on February 25 2010.