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.
 
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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Inside Story: The Science of HIV/AIDS

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Inside Story: The Science of HIV/AIDS, is a film project that combines the story of a rising soccer star with an animated journey inside his body, to illustrate the progression of HIV disease and the body's reactions to it. A collaboration between Discovery Channel Global Education Partnership (DCGEP), Curious Pictures, and Masters & Savant, the project combines research, entertainment, and education to produce a narrative that uses the appeal of a sports drama to explain the science of HIV/AIDS.
Communication Strategies

Director Rolie Nikiwe features in the film as Kalu, a football star who moves from Kenya to South Africa and urban Johannesburg. Kalu falls in love with the coach's daughter and discovers that he is HIV positive. Throughout the story, animation is used to show audiences what is happening inside of his body, including the moment of infection, how HIV passes from one person to another, and how anti-retroviral medicines work.

According to the producers, the idea for an educational film about the science of HIV came as Discovery Channel Global Education Partnership (DCGEP) producers asked educators for topic ideas for school kids and community members. Soliciting relevant subject ideas from teachers and school administrators in Sub Saharan Africa who are most familiar with the needs of their students and community is one way DCGEP makes sure their films connect with audiences. Research suggested that many people were tired of being told what to do, and instead wanted an explanation of how the disease works.

Using both fiction and non-fiction storytelling, producers state that the final script is a careful balance between an entertaining drama and communicating information.

Inside Story: The Science of HIV/AIDS will be broadcast on television and in schools across sub-Saharan Southern Africa. Behind-the-scenes shorts from Inside Story: The Science of HIV/AIDS will also be produced and will be broadcast on Discovery's portfolio of TV channels in South Africa at the same time as when the film will be released.

The project also has an Inside Story: The Science of HIV/AIDS facebook page.

Development Issues

HIV/AIDS