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.
Time to read
1 minute
Print
a- a+
Published 24 years ago
Last updated 1 year ago
Read so far

Impact Data - Shabuj Chhaya

0 comments
Date
Methodologies
Evaluation of the drama was carried out by a nationally representative sample survey of 10,400 men and women from 15 to 49 years of age (OMQ, 1998). The data were collected from March to May 1998 after the drama had been broadcast. Analysis of the impact of the drama was conducted on a subsample of 4,566 married women ages 16 to 49, weighted by region and urban/rural residence. An index of overall health knowledge was constructed from a series of questions about safe motherhood, childhood diseases, HIV/AIDS, nutrition, and goiters.
Knowledge Shifts
In a study of a sub-sample of 4,566 married women ages 16-49 (urban and rural), overall health knowledge was significantly related to the number of episodes watched and messages recalled. Health issues surveyed included questions regarding HIV/AIDS, nutrition, childhood diseases, and safe motherhood.
Practices
Visiting a family planning or health clinic was significantly related to watching the drama. 35% of female viewers reported visiting a health facility in the past 6 months compared to 23% of non-viewers. Viewers also reported higher rates of contraceptive use; 53% compared to 38% of non-viewers. Furthermore, even with controls applied, married women who saw the drama were found to be 1.8 times more likely to have visited a health facility and 1.6 times more likely to use a modern contraceptive than women who did not. Watching the show was found to be strongly correlated with the usage of modern contraceptives, it only ranked after contact with family planning workers and residing in an urban area.
Access
Nationally, Shabuj Shathi was watched by 35% of Bangladeshis 15 and older. 79% of Bangladeshis with access to television watched the programme, as did 65% of the population living in rural areas. More than 50% of viewers watched at least half of the episodes and almost all indicated that they would like to watch a re-broadcast of the drama. In addition, the marketing of the green umbrella logo was widespread. The logo was displayed prominently on all health centres, and more than 40,000 green umbrellas were distributed to health and family planning workers throughout the country. The green umbrella became a familiar reminder of the presence and importance of local health facilities and providers.
Source
Communication Impact! [PDF], December 1999, Number 7 (John Hopkins University).