Issue #: 
October 21, 2002


The Partners of The Communication Initiative establish the strategic direction and provide the resources that enable it to operate. The Partners will meet for this purpose November 6 and 7, 2002. This issue of The Drum Beat highlights some of their work.

We would like to take this opportunity to welcome a new Partner to The Communication Initiative - Population Communications International (PCI).

For a complete list of Partners as well as links to their websites, please visit The Communication Initiative Partners.


1. BBC World Service Trust - National AIDS Control Programme - India - mass-media campaign involves 2 long-running TV programmes, a radio magasine show, TV and radio spots, and an interactive video-based strategy to reach rural areas. The project aims to reduce the rate of growth of HIV infection in North India, and to promote positive and sustained behavioural change. Year 1 launched with a national press conference and mass-media promotional ads. In Year 2 the Trust will expand its relationship with the satellite TV channels, cable operators and private FM radio stations across the focus states. Panel discussions will be held on the role of social issues in popular TV and radio programming. The Trust is working in partnership with Doordarshan and National AIDS Control Unit (NACO). Partner contact: Stephen King

2. World Health Organisation (WHO) - No Tobacco - Channelling the Outrage - Global - World No Tobacco Day, May 31, is designated to inform the public about the dangers of using tobacco, the business practices of tobacco companies, what WHO is doing to fight the tobacco epidemic, and what people around the world can do both to exercise their rights to healthy living and to protect future generations. Messages about tobacco use have been communicated through posters, informational documents, local political activism, advocacy/information kits and sports events. Channelling the Outrage is a 2-year campaign that works to combat tobacco use worldwide. The programme involves providing grants to NGOs that plan to advocate for public health policies designed to curb the tobacco epidemic. Click here for further details. Partner contact: Chitra Subramaniam

3. United States Agency for International Development (USAID) - Sustainable Health Communication - Preliminary work is taking place for a possible initiative on Sustainable Health Communication. As one of the initial contributions to this process a paper has been developed on Capacity Building in Communications reflecting on the experience of the Polio Eradication Initiative. Gail Naimoli was asked to review capacity-building efforts in communications related to polio eradication for the period covering 1996 - 2002 by gathering and examining studies and reports and by interviewing key personnel who have been involved in those efforts. Partner contact: Elizabeth Fox

4. Canadian International Development Agency (CIDA) - Twinning Against AIDS Project - Global - to explore how Information and Communication Technologies (ICTs) can be used to strengthen and further develop the capacity of organisations responding to the global AIDS crisis to share their experiences, learn from each other, and develop more effective tools in their work. Twinning is a process in which AIDS Service Organisations (ASOs), NGOs, research and other institutions come together to contribute to each others work and to learn from each other's experiences. A survey was conducted June - September 2002 and a report on the findings will be presented in November 2002. Partner contact: Chris Armstrong

5. The Rockefeller Foundation - Evaluating Communication for Social Change: An Integrated Model for Measuring the Process and Its Outcomes - How do you evaluate communication activities and strategies? The 1st Communication for Social Change Working Paper from The Rockefeller Foundation provides a process for measuring the outcomes of communication interventions. Written by Figueroa, Kincaid, Rani and Lewis from JHU's Center for Communication Program, with substantive input from The Rockefeller Foundation social change network, the Paper includes sections on: An Integrated Model - eg Communication as Dialogue, Collective action; Social Change Process Indicators - eg Community dialogue and action process matrices; and, Social Change Outcome Indicators - eg social norms, information equity. A number of sample 'evaluation forms' are included. Partner contact: Brian Byrd

6. United Nations Children's Fund (UNICEF) - Communication Handbook for Polio Eradication and Routine EPI and The Facilitators Guide - This Communication Handbook aims to provide programme officers with guidelines and a framework to design and implement research-driven communication programmes. It offers a menu of ideas, strategies and tools (worksheets) from which programme officers can select according to their country-specific reality, in order to accelerate polio eradication. Although the content of this Handbook emphasises polio eradication and routine EPI, the methodology it proposes can be readily utilised to guide other health communication interventions as well. The Facilitator's Guide is a step-by step guide for organising communication planning workshops for polio eradication and routine Expanded Polio Immunisation (EPI). Click here for the Handbook. Click here for the Facilitator's Guide. Partner contact: Waithira Ginkoyo

7. Soul City - Edutainment - How to Make Edutainment Work for You - This is a step-by-step guide to designing and managing an edutainment project for social development. It draws on both the Soul City experience and a wide range of edutainment programming from around the world. Sections include: Building a Supportive Environment through Partnerships; Researching the topic and target audience; Choosing edutainment media and formats; Developing a total communication strategy; and, Evaluating your edutainment project. Partner contact: Garth Japhet

8. United States Agency for International Development (USAID) - Communication in Global Population, Health, & Nutrition Bibliography - covers a distinct subject area of communication and is intended to fulfill a current awareness function. Citations were derived from searching a variety of online databases, including Medline, Popline, ERIC, Sociological Abstracts, USAID's database, INAPS, Wilson social sciences abstracts, and Social SciSearch. 283 citations 1990-2000. Partner contact: Maria Busquets

9. The CHANGE Project (AED) - Guide to Diagnostic Role Play - Diagnostic Role Play (DRP) is a qualitative research method to help programmes learn more about important current behaviors and develop effective strategies to promote and support alternative behaviors that should result in improved health. This manual was prepared to guide a pilot test of this research method in April 2002 in Mangochi District, Malawi. Carried out by the CHANGE Project (AED) with Save the Children/Malawi?s School Health & Nutrition Program, the pilot test focused on various preventive behaviors related to HIV/AIDS. After this experience, the manual was somewhat revised to reflect lessons learned. The manual is now offered for the use of programme planners and researchers in general. Partner contact: Susan Zimicki

10. The Synergy Project - Updated Country Profiles - a series of HIV/AIDS country profiles. The profiles include country-specific information on epidemiology and factors relating to the spread of HIV/AIDS, national response activities, USAID support and cooperating agency activities, and challenges in confronting the epidemic. Regions include Africa, Asia/Near East, Europe/Eurasia, and Latin America/Caribbean.

11. EXCHANGE - Stepping Stones Africa Exchange - UK and Nicaragua - a series of workshops designed to help UK and Nicaraguan practitioners involved in gender and HIV work share information about sexual and reproductive well-being and domestic violence. Larger aims of this project included developing gender-sensitive approaches to these issues that engage men more fully, and building an independent international network of those working with participatory approaches in this area. As part of this programme, 10 trainers from Gambia, South Africa, Uganda, Zambia, and Zimbabwe met with practitioners in the field of reproductive health in the UK and then met again with practitioners in Nicaragua. Returning to the UK, the group was joined by 3 Nicaraguan practitioners for 2 days of workshops that analysed and built on the results of the exchange. Partner contact: Andrew Chetley

12. United Nations Programme on HIV/AIDS (UNAIDS) - City-AIDS Project - Global - a project that will involve establishing a public-private partnership around HIV/AIDS issues in cities worldwide. The partnership is intended to increase the capacity of local actors to design and implement their own interventions. The partnership will be designed in anticipation of a World Conference on HIV/AIDS Competency of Cities & Local Authorities at the end of 2002. The City-AIDS project is planning to make available a database on the web on initiatives and best practices by cities and local authorities, who would then have the capacity to directly expand the database themselves. Partner Contact: Marika Fahlen

13. The Panos Institute - Louder Voices: Strengthening Developing Country Participation in International ICT Decision-Making - based on a survey in response to a G8 DOT Force call for proposals promoting universal participation in decision-making on ICTs, this report maps out who makes international ICT decisions, the level of developing country participation and obstacles preventing them from effective engagement. Partner contact: Mark Wilson

14. Food and Agriculture Organisation of the United Nations (FAO) - Agricultural Knowledge and Information System for Rural Development: Strategic Vision & Guiding Principles - an Agricultural Knowledge and Information System for Rural Development links people and institutions to promote mutual learning and generate, share and utilize agriculture-related technology, knowledge and information. This document is intended as a vehicle for sharing ideas and principles with the various stakeholders addressing the causes, and seeking solutions, for rural poverty. Partner contact: Clare O'Farrell

15. Johns Hopkins University Center for Communication Programs (JHU/CCP) - Arab Women Speak Out (AWSO) - Middle East/North Africa - an advocacy and training programme that aims to help Arab women overcome social, economic, educational, and political obstacles to achieve their potential inside as well as outside the home. The training workshops give women the analytic tools that enable them to rethink their assumptions, to analyze critically opportunities as well as obstacles, and to propose their own approaches or solutions to the problems or barriers they face. AWSO offers a series of 10 video profiles, training and discussion materials, a tool for monitoring the image of women in the media, and a case study publication of 30 women from Jordan, Yemen, Egypt, Lebanon, Tunisia and Palestine. Partner contact: Jose Rimon

16. Pan American Health Organization (PAHO) - COMSALUD - Latin America - "Voice of the Adolescents" is a multinational study investigating how communications and entertainment media affect development of concepts of health, illness and prevention of disease. Phase I of this project brought together 12 faculties of social communication from 11 countries for an exploratory study aimed at understanding how various media are used by adolescents in acquiring health and medical care information (with a special focus on HIV/AIDS and tobacco use prevention). Some of the questions discussed by adolescents in the exploratory study included: What media do adolescents use and when? What kinds of health and medical care messages and information do adolescents encounter in the media? How do they use the health information they garner from the media? A final report on Phase I will be available early in 2003. It is envisioned the protocol will also be implemented in Puerto Rico and Spain. Partner contact: Paolo Lyra OR Rafael Obregon

17. Population Communications International (PCI) - Taru - India - a social content radio serial drama launched in Feb. 2002. Taru is a collaborative effort of PCI, Janani - a regional NGO, All India Radio - the Indian national radio network, and Ohio University, USA. The combination of partners in methodology, service delivery, scriptwriting, broadcast, research and evaluation, contribute to the programme's design and potential strength. The soap opera will be broadcast once a week through May 2003, targeting rural men and women of reproductive age with messages on sexual and reproductive health, family planning, HIV/AIDS prevention, the value of the girl-child, education, literacy, and other health and social issues. Partner contact: Kate Randolph

18. Inter-American Development Bank (IDB) - Don't Call Me Street Kid! Campaign - Latin America and The Caribbean - By combining social marketing techniques and community mobilisation activities, this public awareness project is making street children the subject of serious public discussion in Latin America and the Caribbean, thereby facilitating the groundwork for the implementation of public policies to address this issue. The project has entailed the design, development, execution and evaluation of 10 tailor-made national campaigns (i.e. Bolivia, Colombia, Costa Rica, El Salvador, Guatemala, Honduras, Jamaica, Mexico, Paraguay and Perú) during a 4 year period (1999-2002). Specifically, the national campaigns involved television, radio and press coverage, advocacy and networking initiatives with different sectors, production and dissemination of communication materials, website development, evaluations with focus groups, and other promotional and educational activities. Partner contact: Jose Luis Lobera


The Drum Beat seeks to cover the full range of communication for development activities. Inclusion of an item does not imply endorsement or support by The Partners.

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