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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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Fight for your Rights Campaign - Global

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Launched by MTV in February 2003, Fight for your Rights: Protect Yourself (FFYR) aims to inform and empower young people to make changes related to sexual health. The campaign provides information on HIV/AIDS, other sexually transmitted diseases (STDs), and unintended pregnancy. The yearlong initiative includes special programming, public service messages, online and grassroots components, and a resource and referral service.
Communication Strategies
The campaign involves special television programming; public service messages; a sexual health website for youth; grassroots events and advocacy opportunities; and a resource and referral service, including a free sexual health guide. The website provides information on where to get tested for HIV and other sexually transmitted infections (STIs), how to connect with peers and peer educators about sexual health issues, where to get facts about how to keep safe, and how to get involved in local initiatives. This site places an emphasis on providing accurate facts, helping youth get tested, and giving youth a voice to speak out on the sexual health issues that they think matter most through forums and other communication initatives.

"MTV's First National Sex Quiz" kicked off the campaign in April 2002. Almost 15 million viewers tuned in for the televised special, and over 700,000 young people took the quiz online. "Sex, School and Scandal" examines the social forces that led to four people being diagnosed as HIV positive after hundreds of those potentially infected were tested in a small, rural community in South Dakota.

Two concerts were held as part of the 90-minute "Staying Alive" televised show. The Cape Town event in South Africa featured Grammy-winning singers and local artists; the Seattle, Washington event featured multi-platinum singers. Both concerts premiered on MTV channels worldwide as a commercial-free special. The special also featured interview segments and public health messages from humanitarians, celebrities and musicians.
Development Issues
Sexual Health, Youth, HIV/AIDS.
Key Points
MTV won the 'Network of the Year' award at 2nd Annual Cable Positive Pop Awards in New York on February 26, 2003 for most effectively promoting HIV/AIDS awareness, education, and prevention through its original programming.
Sources

Press release - "MTV wins 'Network of the Year' award for exceptional HIV/AIDS related programming" - sent from the Young People's Media Network on February 27 2003 (click here to access the archives); MTV FFYR website; and Advocates for Youth website.

Click here to access a related peer-reviewed summary on the Health e Communication website, and to participate in peer review.