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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C.H.I.L.D. Project - Uganda

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The C.H.I.L.D. (Community and Home Initiatives for Longterm Development: Nutrition and Early Childhood Development) Project was initiated by the World Bank and the Ministry of Health to promote the health and development of children. A larger goal was to improve the quality of life of 2.4 million children in 25 districts in West and Central Africa. Within families and communities, the C.H.I.L.D. project was designed to:
  • Create awareness of the needs and rights of their children;
  • Build on their knowledge and skills and help them provide appropriate care, diet, stimulation, and protection for their child;
  • Help to generate additional resources and manage their money efficiently in order to provide adequate childcare.
Communication Strategies

The project's communication strategy involved increasing knowledge, fostering positive attitudes, and promoting specific behaviours in the following areas:

  1. Complementary feeding practices and food security
  2. Hygiene and sanitation practices
  3. Early Childhood development and positive parental interaction (PPI)


The project began with Formative Communication Research to identify the beliefs and perceptions of the target audiences, guide the communications strategy process, and develop 'client-oriented' messages.

Development Issues

Early Childhood Development, Children, Rights, Health.

Key Points

38% of children under six years of age in Uganda are affected by stunting, in comparison to two percent of the general population worldwide. Therefore nearly half of Uganda's young children are physically under developed as well mentally under developed. If these problems are not addressed and rectified before a child reaches the age of six, that child will be stunted for life.

Partners

World Bank in partnership with Ministry of Health.

Sources

Letter from Prasanthi Gondi, UNICEF on January 28, 2003.