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 cila.comminitcila.com and is linked with The CI Global site.
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Oral Rehydration Therapy

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This project of India's Ministry of Health and Family Welfare provided national and state-level estimates of fertility, infant and child mortality, family planning practice, maternal and child health, and the utilisation of services available to mothers and children. Community-level mass media and rural group education were stressed in this multi-media programme, which promoted oral rehydration therapy (ORT) and recommended home-made solution (RHS).
Communication Strategies

Radio, television, and cinema were used to promote the use of ORT and RHS. Spot messages on electronic media were designed to educate mothers and communities about home management of diarrhoea. Exhibitions, drama, and song performances were designed to entertain as they educated.

Development Issues

Health, Nutrition, Children, Youth, Women.

Key Points

The National Family Health Survey (NFHS) analysis indicated that mothers' exposure to electronic mass media increases awareness and use of oral rehydration therapy. Women regularly exposed to radio, television, or cinema are much more likely than unexposed women to know about oral rehydration salts (ORS) packets and to use ORS, RHS, or increased fluids to treat childhood diarrhoea. In rural areas, community-level mass media and group educational activities have positive effects on knowledge and use of ORT, independent of exposure to mass media and other socioeconomic and demographic variables. Discrimination was seen against girls in the use of ORT.

Partners

Ministry of Health and Family Welfare, International Institute for Population Sciences, East-West Centre Program on Population, Macro International, 18 Population research Centres, United States Agency for International Development (USAID).

Sources

K. V. Rao, Vinod K. Mishra, and Robert D. Retherford. "Knowledge and Use of Oral Rehydration Therapy for Childhood Diarrhoea in India: Effects of Exposure to Mass Media". National Family Health Survey Subject Reports, Number 10, November 1998.