Social norms 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. 

On the transfer, co-founder Victoria Martin expressed her pleasure to see this work continue under Wits' leadership, knowing that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction. 

As Wits, we honour the team and partners who sustained The CI for decades and look forward building from that strong base. This includes co-founders Warren Feek (1953-2024) and Victoria Martin as well as La Iniciativa de Comunicación (CILA), which continues independently at lainiciativadecomunicacion.com with links to The CI Global site. We are also eager to forge new partnerships and entertain new ideas as we consider how best to contribute to social and behaviour change in our rapidly evolving environment.

If you are joining the International Social and Behaviour Change Communication (SBCC) Summit in Panama, please join Wits and CILA on Monday, 22 June, to share your thoughts and suggestion for the relaunch of the Communication Initiative. We will be in Pacifica 5 from 12-1:25 for the Refuel, Reflect, and Renew Lunch Series: The Communication Initiative: celebrating a driving force for Communication for Social Change and the way forward. We will reflect on the legacy of Warren Feek and family in creating the Communication Initiative, consider the contributions of CI over the years and then turn our attention towards the future in this dynamic session. 

If you are unable to join us in Panama, we still want to hear from you. Please contribute your thoughts by following this link: https://redcap.link/CommunicationInitiative2026 or reaching out to ci_surveys@commint.com

You can also follow the QR Code:

 https://redcap.link/CommunicationInitiative2026

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Daraja Programme

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Launched in April 2011, the Daraja programme brings youth ages 15 to 24 and their parents or trusted adults together in 3-day workshops to talk about HIV prevention, reproductive health, and the challenges and changes related to growing up. The programme also hosts community awareness events with dance competitions and performances to engage the wider community in discussions around sexual and reproductive health issues. Daraja (a Swahili word meaning "bridge") is a programme of the American Red Cross, the Tanzania Red Cross Society, Chama Cha Uzazi na Malezi Bora Tanzania (UMATI), and FHI 360's UJANA youth HIV prevention project, supported by the United States Agency for International Development.

Communication Strategies

Each three-day workshop works with adults on the first day and young people on the second day. The groups then merge on the third day. Adults and youth learn about preventing HIV, sexually transmitted infections, and unintended pregnancies. Through role playing activities and discussions, the youth also build self-esteem, while both groups practice expressing their feelings and concerns.

During these dialogues, participants practice communicating effectively across barriers of age and authority, which organisers say is a new skill for many parents, who are often concerned that discussing sexuality with their children will invite disrespect or be perceived as an endorsement of sexual activity. Adult-only sessions emphasise how, on the contrary, effective dialogue can help youth avoid harm and delay sex. In separate sessions, youth discuss the physical, social, and emotional changes of adolescence. They also learn that talking with grown-ups can help them navigate these changes. Since April 2011, 450 adult-youth pairs have attended the discussions on Zanzibar's main island, Unguja.

As part of the Daraja progamme, community awareness events are also organised. These typically last for about 2 hours a day, consist of a dance competition (usually between kids from the crowd), a drama presentation, and then a question and answer session. To finish off the event, two teams are picked from the crowd to participate in a tug-a-war contest. There is also Voluntary Counselling and Testing (VCT) offered for free to anyone in the audience who would like to be tested for HIV/AIDS.

Development Issues

Sexual and Reproductive Health, Youth

Key Points

According to the project, a large number of youth and parents are beginning to accept that open parent-child dialogue lays a firm foundation for youth to lead a healthy life.  

Partners

American Red Cross, the Tanzania Red Cross Society, Chama Cha Uzazi na Malezi Bora Tanzania (UMATI), and FHI 360's UJANA youth HIV prevention project, supported by the United States Agency for International Development.

Sources