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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 lainiciativadecomunicacion.com and is linked with The CI Global site.
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Improving a TV Spot: Pretesting a Script

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From Alive and Thrive, this handout comes from a "Research to Action" case study on designing communication about child feeding in Bangladesh. The handout is offered in tandem with video samples that demonstrate the process of pretesting a television script designed to change community-wide social norms and to influence breastfeeding behaviours. Accompanying the handout are the explanatory video below and a video showing the "stilomatic process" (second video below) of displaying a potential script and its contents to focus groups and individuals to get feedback for improving the effectiveness of the script in message delivery to a specific population.

The handout shows the original script side-by-side with the final, improved script. The programme writers note that the final script has about half the number of words and recommend use of the PDF for use in training or technical assistance.

The final TV spots resulting from the programme may be viewed by clicking here.



Publication Date
Number of Pages

1

Source

Email from Sarah Meyanathan and Ann Jimerson to The Communication Initiative on April 17 and May 6 2012, respectively, and the Research to Action website of Alive and Thrive, May 3 2012.