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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Communication Components: Avian Influenza and Pandemic Planning

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In December 2005, the New Zealand Ministry of Health (MoH) began implementing various communication strategies as part of an initiative to raise public awareness about bird flu, in the context of a possible/impending global pandemic. The national initiative involves using the mass media, information and communication technologies (ICTs), research, and printed materials to share information and foster pandemic planning on the part of health professionals, businesses, and members of the general public.
Communication Strategies
The MoH is using various channels to promote generic avian flu pandemic awareness and preparedness. For example:
  • A 10-day TV-based campaign shared key messages in line with the MoH's communications focus on informing New Zealanders about the importance of planning for an influenza pandemic, such as how to protect oneself at home, and what steps to take in the event of a pandemic.
  • Radio New Zealand is creating a series of public service announcements (PSAs) advising people on how to prepare for an influenza pandemic. They are due to be aired mid-January to mid-February 2006. Radio Live, Access Radio and Niu FM have agreed to play them; they will also be sent to 22 iwi stations (with other access and community stations being contacted). The MoH is also investigating similar trailers in Maori.
  • These types of messages are also being disseminated in the form of two 2-minute videos that will be distributed broadly; as of this writing, of one them is posted on the Ministry's website (click here to view "Personal Protection against Emerging Infectious Diseases").
  • This website is another means of sharing information and stimulating action to prepare for an outbreak; details (such as frequently asked questions, guidelines, and other resources) are geared toward specific audiences (e.g., travellers, primary health care workers, infrastructure providers).
  • A toll-free, pre-recorded line (0800 AVN FLU, or 0800 286 358) gives callers 4 options for further information: Preparing for a Pandemic, Protecting Yourself in a Pandemic, Tamiflu and Travel Advice. From the end of October 2005, when the 0800 number became operational, until December 13 2005, a total of 465 calls were logged.
The above channels for sharing information are being bolstered by research, such as 3 omnibus surveys with questions on pandemic influenza that address public awareness and preparedness. Results from this research were being used to develop a full-colour, illustrated public information brochure, based on the electronic factsheet "Getting Ready for a Pandemic" [PDF], as well as a full-colour A3-sized poster [PDF]. Pre-testing was completed, and found that research participants were particularly keen on the proposed complementary styles of the brochure and poster. These materials feature bright colours with simple instructions (e.g., "Cover your mouth and nose with a tissue when you cough or sneeze") accompanied by illustrations of the behaviour being promoted.
Development Issues

Health.

Key Points
According to the MoH, polling from November 2005 showed that 80% of New Zealanders were aware of/had very high awareness of pandemic influenza.
Sources

Avian Influenza and Pandemic Planning Update 4, December 21 2005 [PDF]; and the Pandemic Influenza page on the MoH website.