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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Using the Theory of Planned Behavior to examine effectiveness of an educational intervention on infant feeding in China

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Zhang, J., L. Shi, et al. (2009). "Using the Theory of Planned Behavior to examine effectiveness of an educational intervention on infant feeding in China." Preventive Medicine 49(6): 529-534.

Objective: To determine the effectiveness of an educational intervention on infant feeding behaviors and mothers' psychosocial mediating variables based on the Theory of Planned Behavior (TPB), and to assess the predictive effect of mediating variables on mothers' intention and feeding practices.

Methods: We did a cluster-randomized trial in 8 paired townships of Laishui County, China during 2006-2007. 599 mothers with infants aged 2-4-mo were enrolled at the baseline survey, of whom 485 were followed up after 11-mo intervention.

Results: The intervention group had significantly higher scores than controls in knowledge, attitudes, self-efficacy, intention, norm beliefs, as well as feeding behaviors (Hotellings T-square = 143.96, P < 0.01). Mothers' intention towards recommended feeding behaviors was positively associated with mothers' attitudes, subjective norms and self-efficacy at baseline, and was associated with their attitudes, self-efficacy, and knowledge at post-intervention evaluation. Intervention, mothers' knowledge, intention and subjective norm of villagers were independent predictors of their feeding behaviors after intervention.

Conclusions: Findings from this study suggested that TPB is an appropriate theory for explaining the effect of psychosocial factors such as knowledge, attitudes, self-efficacy, subjective norms, and intentions on infant feeding behaviors, and a useful guideline to design the targets and key approaches for infant feeding interventions