Health
Health action with informed and engaged societies
Health
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 lainiciativadecomunicacion.com and is linked with The CI Global site.
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Published 27 years ago
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DOC’s SuperHealth 2000 - USA

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SuperHealth 2000 was established in 1977 by DOC (Doctors Ought to Care) to target and teach junior high school students about the ill effects of smoking and to counteradvertise the messages of tobacco giants. The design of the project was key, as it included the input of the teenagers in the production of counteradvertising materials and humour throughout many of its activities.
Communication Strategies

Speakers bureaus were established with local health professionals and involved teenagers in the design of the projects, paid radio and advertising commercials, posters, newspaper and bus side advertisements, and t-shirts. A research centre was also established to document the history of tobacco use, influences and couteractivities to the tobacco industry.
Development Issues

Smoking, health, youth, education.
Key Points

An intervention by the medical community in reaching adolescents was seen as important in the prevention realm of smoking in youth, with the role of helping to educate the public about the preventable factors responsible for bad health and high medical costs in addition to the incredulity of the outright promotion of those factors by smoking companies.
Partners



Doctors Ought to Care (DOC), Medical Community, Advertising agencies