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Health action with informed and engaged societies
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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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Mission Zika

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"Our experience around the world shows that children can make a real difference as part of community engagement strategies to address public health issues. This campaign aims to reduce fear, counteract misinformation, and show positive actions that can have a positive impact." - Barry Koch, Senior Vice President and General Manager, Cartoon Network, Boomerang and Tooncast Latin America

Launched in May 2016, Mission Zika is an educational campaign to raise awareness about Zika in Latin America, using public service announcements (PSAs) to raise awareness about Zika and means of prevention. In the campaign, mission instructions call on all young superheroes to help stop the spread of the virus and protect themselves, their families, and neighbourhoods. The campaign is a collaboration between Cartoon Network Latin America, the Pan American Health Organization (PAHO), and the United Nations Children's Fund (UNICEF).

Communication Strategies

Enlisting several of Cartoon Network's beloved characters, such as the Powerpuff Girls and Ben 10, Mission Zika uses the entertainment-education (EE) strategy to inform and empower children to help prevent Zika by eliminating mosquito breeding grounds. "Calling all superheroes. This is not a drill. Our communities have been invaded by dangerous mosquitoes and we need help....Our friends in the United Nations count on you to help them prevent the reproduction of the mosquitoes which transmit the fearsome Zika virus."

To inform and mobilise young viewers, the PSA (see below) explains that mosquitoes are a danger to all, and that, if you collaborate to eliminate mosquito breeding grounds in standing water, you can help your family and friends avoid catching this infection. The PSA also teaches kids to: "use long sleeves and long pants when you can, use insect repellents recommended by health authorities according to instructions on the label. If you take naps in the daytime, sleep under a mosquito net, and ask your parents or other adults to install screens in your doors and windows." Keeping with the superhero theme, children are told: "Your mission is to organize a team to search for all types of recipients that can contain water in your home, your garden and your neighborhood: from barrels and tires to flowerpots and pet bowls, cover them or empty them weekly." The concept here is that children can become advocates for Zika prevention and control at home, in school, and in their community by talking to others about how to prevent infection.

Development Issues

Health, Children

Partners

Cartoon Network Latin America, PAHO, and UNICEF

Sources

"Cartoon Network joins PAHO, UNICEF to educate kids about preventing Zika", May 19 2016 - accessed on May 27 2016. Image credit: PAHO