Summits - SBCC and C4D
Gathering in person to advance informed and engaged societies
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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Transmedia storytelling for health: An integrated behavior change model

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Weinreich, Nedra. (2013). Transmedia storytelling for health: An integrated behavior change model. Paper presented at the 2013 National Conference on Health Communication, Marketing, and Media.

14 slides, for example: Storytelling for Health Nedra Weinreich Weinreich Communications @Nedra
Those who tell the stories rule the world. - Hopi Proverb (or Plato)
Stories are powerful.
This doesn’t work.
Where is their attention?
How do stories create change? • Grab people's attention to focus on our issues • Make abstract concepts more concrete and relevant • Shape people's understanding/interpretation of issues and events • Provide vicarious experiences that prepare individuals for real-world situations • Increase empathy for others • Persuade people of the importance or benefits of taking action • Strengthen relationships between individuals or across groups • Influence perceptions of social norms