The Communication Initiative
Development action with informed and engaged societies
The Communication Initiative
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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Section 3: Information Equity: Communication for Social Change: An Integrated Model for Measuring the Process and Its Outcomes

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Summary

Social Change Outcome Indicators

Information Equity

This refers to the level of awareness and knowledge about an issue, health problem or program that is shared (common wisdom) among different individuals within a group or between different groups in a community. Information equity also refers to the level of access that the community has to the corresponding information sources. Besides assessing the level of information equity at the community level, emphasis may be placed on assessing the corresponding level among specific groups (or most vulnerable groups) related to the issue or program. High levels of shared information are likely to affect the level of direct or indirect participation in the implementation of the program and other activities related to the issue. Individuals with a good understanding about the issue or program and with access to sources of information will be more likely to participate, and that will reinforce other social-change outcomes such as sense of ownership.


Dimensions of Information Equity


For purposes of this study two dimensions of information equity can be identified:

  • Awareness and correct knowledge about the issue or programme, and
  • Enhanced free flow of information.


Awareness and correct knowledge about the issue or programme:


1. Percentage of community members having correct knowledge about (different aspects of) the issue or programme. We expect distribution to be the same by gender and other individual or group characteristics; or


1a. Average level of knowledge about the issue or programme in the community. If specific knowledge items are identified, an overall knowledge index can be constructed to assess overall community knowledge related to the issue or programme.


2. Percentage of community members who are aware of community activities related to the issue or programme. A matrix with individually listed programme activities can be created to assess specific awareness by different individuals and groups in the community.


3. Percentage of community members who are aware of community sites or other sources of information related to the issue or programme.


4. Percentage of community members who are aware of mechanisms for participation in activities related to the issue/programme.


5. Percentage of community members/groups aware of other programmes in their community related to issue/programme.


Enhanced free flow of information:


6. Proportion of community members/groups having access to varied sources of information, TV, radio, newspapers, telephone, Internet, etc.


7. Frequency of use of local media and other information mechanisms by community members to learn about (and/or to provide information about and support) the programme/issue.


8. Degree of media participation about programme/issue (nomination of a specific reporter to follow up on issue).


9. Percentage of media time/space devoted to programme/issue.


10. Number of media reports related to community activities/accomplishments (news releases, radio/TV interviews, etc.).


11. Percentage of community members/groups who have discussed the issue/programme with other community members/family members/groups in last * months.


Data Sources: In-depth interviews with the representatives of different groups (formal or informal) identified in the community and individual representative sample surveys.