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 cila.comminitcila.com and is linked with The CI Global site.
Time to read
less than
1 minute
Print
a- a+
Published 27 years ago
Last updated 1 year ago
Read so far

Jacksonville Jaguars - USA

0 comments

This NFL team has embraced the philosophy of giving back to the community, and focuses on economically and socially disadvantaged youth. The popularity of football has made the team an ideal media for reaching youth in the community, with players being used as positive role models. Programmes initiated include "Jaguars Don't Smoke", a youth anti-tobacco initiative that resulted in the establishment of the NFL's first smoke-free stadium, and "Honor Rows", a programme where disadvantaged youth must earn their seats by reaching goals to watch the games.
Communication Strategies

Billboard advertisements, programme substance is emphasized, player cards, cheerleader pictures, mini-billboards in schools, health clinics and public health centers. A reading programme donating books, and visits by team members to libraries, a Support Network for community agencies, "Straight Talk" forum to discuss sexual issues, Nike project.
Development Issues

Youth, smoking, health, literacy, HIV/AIDS, teenage pregnancy, community participation
Key Points

The team funds all of the activities of the programme, and has embraced the community even though they have substantial negative financial consequences. The group focuses on community collaboration, and contributes more to the community than any other NFL team. The Honor Rows programme requires youth to earn tickets to games by achieving demanding but realistic academic, behavioral, and/or community service goals. The youths must also take a pledge to be free of drugs, alcohol, and tobacco.
Partners



Jacksonville Jaguars Foundation, Robert Wood Johnson Foundation, Nike

Sources

Communicating to Improve Health. The Robert Wood Johnson Foundation, September 1998, pages 5 - 8.