Child rights action with informed and engaged societies
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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Behaviour Change Spiral

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Theory Summary
Note: Start at the bottom.



MAINTENANCE: practice required for the new behaviour to be consistently maintained, incorporated into the repertoire of behaviours available to a person at any one time

ACTION: people make changes, acting on previous decisions, experience, information, new skills, and motivations for making the change

PREPARATION: person prepares to undertake the desired change - requires gathering information, finding out how to achieve the change, ascertaining skills necessary, deciding when change should take place - may include talking with others to see how they feel about the likely change, considering impact change will have and who will be affected.

CONTEMPLATION: something happens to prompt the person to start thinking about change - perhaps hearing that someone has made changes - or something else has changed - resulting in the need for further change

PRECONTEMPLATION: changing a behaviour has not been considered; person might not realise that change is possible or that it might be of interest to them.

Source

The Behaviour Change Spiral from "What do they want us to do now?" - FAO 1996.

Comments

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Submitted by Anonymous (not verified) on Fri, 02/04/2005 - 00:39 Permalink

It is simple and understandable

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Submitted by Anonymous (not verified) on Wed, 09/13/2006 - 09:18 Permalink

Insightful

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Submitted by Anonymous (not verified) on Tue, 05/08/2007 - 00:18 Permalink

QEQYK

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Submitted by Anonymous (not verified) on Wed, 06/04/2008 - 07:57 Permalink

the message has been conveyed very clearly