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.
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HEA Anti-Smoking Campaign - UK

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This project of the Health Education Authority (HEA) focused on a multimedia campaign against smoking, and was aimed at youth aged 16-24. The campaign was hard hitting as it showed real life examples of smoking-related diseases, evidence youth often find difficult to dismiss. This £2.4m project was launched in December, 1998 and ran until March 1999 in response to the governments white paper on tobacco.
Communication Strategies

Six television and 12 radio advertisements feature people in their thirties or forties who display the effects of smoking. Also, a series of advertisements in women's consumer magazines depict cigarettes in cosmetics as a way to address the way smoking can affect the skin. Also developed were the Smoking Cessation Guidelines for Health Professionals for interventions in routine clinical care.
Development Issues

Smoking, youth, health.
Key Points

This campaign is based on research that indicated that youth in this age bracket find it hard to dismiss the health risks of smoking when presented with real-life examples of smoking related diseases. The Smoking Cessation Guidelines reflect the aspect of the campaign directed at health care workers who can directly interact with patients on a respectable level. Health workers are to assess the smoking status of patients at every opportunity, advise and assist all smokers to stop, or refer them to specialist cessation services such as NRT.
Partners



Health Education Authority

Sources

Health Education Authority News Bulletin: February 1999. Pages 1 and 4, also Healthlines Magazine: Feb. 99, Issue 59, page 4