Health action with informed and engaged societies

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

Time to read
2 minutes
Read so far

Addis Birhan (New Light)

0 comments
Initiated in 2008 by Population Council, Addis Birhan ("New Light" in Amharic) is a programme designed for married men in peri-urban and rural areas in the Amhara region of Ethiopia. The programme works to promote HIV prevention by changing attitudes through male mentor facilitated discussions on issues related to reproductive health, family planning, gender violence, alcohol and drug abuse, and domestic responsibilities. The project ended in 2013.
Communication Strategies

According to the Population Council, when programmes designed for married girls in Ethiopia became increasingly popular, demand for support programmes for husbands also arose. As a result, qualitative, in-depth interviews were undertaken among adolescents exploring the roles of men and women, risk taking behaviours, and patterns of HIV and reproductive health vulnerability. Findings of this survey were used to guide the development of the Addis Birhan programme.

The programme uses trained male mentors who organise meetings with groups of married men on a weekly basis for a period of three months. Mentors range in ages from 24 to 40 and have at least six years of education. The sessions comprise 25 to 30 men, last no longer than an hour, and are held in casual settings that promote dialogue, self-exploration, and self expression in a nonjudgmental environment.

Based on existing curriculums from the Population Council/India, Promundo, and EngenderHealth, the Population Council/Ethiopia tailored a curriculum for rural Ethiopian men. The curriculum includes modules on gender, relationships, caring for children and families, drugs and alcohol, HIV and AIDS, sexual and reproductive health, and violence. Because the programme is designed for men with very low levels of education, the curriculum includes pictures of contextually relevant situations that are used as teaching aids. The project also made some changes to the curriculum based on ongoing feedback. For example, members requested additional content on management of natural resources and nutrition.

In the first six months of implementation, sixty mentors were recruited and trained, reaching over 3500 men. Following that, the programme was expanded to 11 new project sites where 33 male mentors were recruited and trained. So far, nearly 30,000 men have participated in Addis Birhan.

After two years of the intervention, Population Council will conduct an endline evaluation to monitor changes against a baseline conducted in mid-2008. Population Council researchers will measure changes in reproductive health knowledge, gender attitudes, domestic violence, and family planning use, among others. The study results are expected by the end of 2010.

Development Issues

HIV/AIDS, Gender, Reproductive Health

Key Points

Through qualitative research by Population Council, participants and their families have described changes resulting from participation, such as increased communication among couples and dialogue that is two-way, rather than directive. Men report that they return from the group meetings and share what they have learned with their wives and children, effectively opening up dialogue in the home. Men have started to change the way they think about distribution of labour in the home, with many men now undertaking traditionally female roles, such as fetching water or assisting with cooking or childcare. Many members also reported that they had changed risky behaviour, such as drinking, as well as their perceptions of gender norms.

No video provider was found to handle the given URL. See the documentation for more information.
Partners

Population Council and Amhara Regional Bureau of Youth and Sports.