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. 

On the transfer, co-founder Victoria Martin expressed her pleasure to see this work continue under Wits' leadership, knowing that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction. 

As Wits, we honour the team and partners who sustained The CI for decades and look forward building from that strong base. This includes co-founders Warren Feek (1953-2024) and Victoria Martin as well as La Iniciativa de Comunicación (CILA), which continues independently at lainiciativadecomunicacion.com with links to The CI Global site. We are also eager to forge new partnerships and entertain new ideas as we consider how best to contribute to social and behaviour change in our rapidly evolving environment.

If you are joining the International Social and Behaviour Change Communication (SBCC) Summit in Panama, please join Wits and CILA on Monday, 22 June, to share your thoughts and suggestion for the relaunch of the Communication Initiative. We will be in Pacifica 5 from 12-1:25 for the Refuel, Reflect, and Renew Lunch Series: The Communication Initiative: celebrating a driving force for Communication for Social Change and the way forward. We will reflect on the legacy of Warren Feek and family in creating the Communication Initiative, consider the contributions of CI over the years and then turn our attention towards the future in this dynamic session. 

If you are unable to join us in Panama, we still want to hear from you. Please contribute your thoughts by following this link: https://redcap.link/CommunicationInitiative2026 or reaching out to ci_surveys@commint.com. 

You can also follow the QR Code:

 https://redcap.link/CommunicationInitiative2026

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Smoke-Free Soccer - USA

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The program uses a method of modeling the "Smoke-Free" lifestyle of the Women's National Soccer Team members and encourages adolescent girls to participate in soccer to maintain physical fitness and resist pressures to smoke. By working with coaches, athletes, parents and youth, participation helps to create environments for helping develop a healthy, smoke-free generation of young women.
Communication Strategies

In the first year, a combination of television and radio ads, print materials including posters, public events and an interactive web-site were all a part of the multi-media project. The girls on the teams personally brought messages to their young fans, promoting participation in soccer.
Development Issues

Youth, smoking, health, healthy lifestyles, education
Key Points

This program was based on its Australian and New Zealand counterparts "Smoke-free sport", but is different in the participation in rapidly emerging women's sport.
Partners



Department of Health and Human Services, Women's National Team and US Soccer, the governing body of American soccer, National Cancer Institute (NCI), the Centers for Disease Control and Prevention (CDC) and the President's Council on Physical Fitness and Sports