Summits - SBCC and C4D
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Summits - SBCC and C4D
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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Kincaid, D.L. (2000). Mass media, ideation, and behavior: A longitudinal analysis of contraceptive change in the Philippines

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Kincaid, D.L. (2000). Mass media, ideation, and behavior: A longitudinal analysis of contraceptive change in the Philippines. Communication Research, 27, 723

Abstract

To estimate the impact of a mass media campaign to promote contraceptive use, a national longitudinal sample survey was conducted in September 1995 and March 1996. Recall of at least one television spot was 82.3%. Modern contraceptive use increased 2.1 percentage points. The conditional change regression analysis revealed that prior contraceptive intention and behavior, current ideation, and prior ideation were the best predictors of contraceptive behavior. The best predictor of ideation was prior level of ideation and recall of campaign messages. Thus, the campaign had a significant indirect effect on intention and behavior through its effect on ideation. Ideation was operationalized by combining cognitive, emotional, and social factors from a predictive model of strategic communication and behavior change. No endogeneity (reciprocity) with contraceptive intention and use was found in the statistical models for either campaign recall or ideation, an indication that the ordinary regression was an appropriate method to estimate the path coefficients.