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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Yo Soy Tu Niña

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Broadcast in the United States (US), Yo Soy Tu Niña is an original telenovela-style miniseries whose storyline focuses on the contentious relationship between a 15-year-old adolescent and her father in order to address the issue of teen pregnancy among Latinas - nearly twice the national average. Through this initiative, PCI Media Impact and Novelas Educativas are using entertainment-education (E-E) strategies to help parents build confidence and knowledge to initiate and/or continue effective conversations with their children about relationships, sex, and contraception. Intended audiences include Latino teens, parents, service providers, and practitioners.

Communication Strategies

Yo Soy Tu Niña includes customised messages that educate Latino teens and parents about the connection between teen pregnancy and educational attainment. It can be used in various settings: a classroom, at home, at churches, conferences, and across various media platforms: DVD, the internet, and television.

 

It tells the story of Flor Ochoa, a 15-year-old growing up in Southern California and living in a very traditional Latino home. As the youngest of three daughters, Flor is given unrealistic expectations from her father, Jésus. At the same time, Tony, Flor's older boyfriend is pressuring her to have sex with him. To get Flor's attention, Tony sends Flor an inappropriate photo of himself; Flor's dad finds her cell phone and sees Tony's picture. As the tension increases in the Ocha home, Flor feels more and more pressure from Tony to go away and be with him. The situation boils over when Flor runs away and Flor's family rallying around Flor's mom as they wait for Flor to come back home. During this trying moment, Flor's sisters talk directly with their father and share the truth about how they also lacked an honest and open relationship with him. The mini-series culminates with a dramatic ending, as Flor returns home instead of staying the night with Tony, and Jesús apologises for not communicating and supporting his daughters.

Development Issues

Adolescent Girls, Sexual Health.

Key Points

Yo Soy Tu Niña was motivated by a commissioned study by the National Campaign to Prevent Teen Pregnancy and the National Council of La Raza. The study sought to closely examine the high rates (53%) of Latina Teens getting pregnant at least once before age 20.

 

Since 2006, Novelas Educativas® has used E-E and familiar storylines and characters that depict the same barriers and frustrations that newly arrived immigrants experience in the US. Media resources take into account the different levels of education, literacy, social economic status, and acculturation among/within Latino families to ensure impact. Novelas Educativas® has reached over 3 million families via the U.S. Department GEAR-Up programme, the Hispanic Scholarship Fund/Ad Council Parent Engagement campaign, and other outreach efforts.

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Partners

PCI Media Impact and Novelas Educativas, National Campaign to Prevent Teen Pregnancy, National Council of La Raza

Sources

PCI Media Impact website, February 11 2013.