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Polio eradication action with informed and engaged societies
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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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BEHAVE Framework

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Audience
Behaviour
Key Factors
Activities
In order to help:



to:



we will focus on:



through:



1


2
3
4
Know exactly who your audience is and look at everything from their point of view.
Your bottom line: the audience's action is what counts.
People take action when it benefits them. Barriers keep them from acting.
All your activities should maximise the benefits and minimise the barriers that matter to the target audience.

* Base decisions on evidence and keep checking in.
Source
Learn to BEHAVE: A Workshop on the BEHAVE Framework for Behaviour Change Programming - Feb 4-8, 2002 - The CHANGE Project/Academy for Educational Development (AED).