The Communication Initiative
Development action with informed and engaged societies
The Communication Initiative
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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Impact Data - Anti-Drug Advertising

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This study sought to examine the perceived impact of anti-drug advertising on knowledge, beliefs, attitudes, and behaviour pertaining to youth drug use. It was also designed to evaluate the influence of demographic characteristics, media exposure, and substance use on the likelihood of perceiving a deterrent effect of anti-drug advertisements. It highlights the role of partnerships with advertising agencies on substance abuse issues.

Methodologies
This study used an anonymous, self-administered survey that was carried out in urban and suburban schools. 837 students in middle and high school were studied in group convenience samples.
Knowledge Shifts
92% perceived an increase in knowledge of drugs due to the campaign. 35% said they learned a lot.
Practices
75% said they had been persuaded to decrease, stop, or never initiate drug usage. 71% said the ads convinced them to never start using drugs; 39% said the ads made them stop using drugs; 36% that it made them use drugs less often. 6% said the ads actually made them start using drugs.
Attitudes
83% of those exposed to the advertising identified a positive impact of the advertisements on their knowledge, beliefs, and attitudes. 60% said they gained stronger beliefs about the dangers of drugs. 52% said they developed negative attitudes towards drug users and 58% said they were much less willing to be friends with drug users.
Access
Overall, 83% of respondents were exposed to the anti-drug advertising. 92% of high school students saw the ads, only 74% of middle schools saw the messages. 90% of suburban students saw the ads, and 75% of urban students were exposed to the advertising.
Source
Reis, E.C., Duggan, A.K., Adger, H., DeAngelis, C. "The Impact of Anti-Drug Advertising: Perceptions of Middle and High School Students." Archives of Pediatrics and Adolescent Medicine, Vol. 148, No. 12, Dec 1994.Click here to view an abstract of this paper.