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.
 
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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Fueling the Economy - Kenya

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The seniors of Mawego in Nyanza province of Kenya came up with their own idea for a profitable business in kerosene, saving members of the elderly community many miles of walking.
Communication Strategies
With interpersonal communication, the Mawego seniors were able to strike a deal for a donation of one barrel of kerosene, enabling them to start a small business venture. Community action taken by seniors & the Mawego Mission soon revealed a viable business, making life easier for the ageing members of their community.
Development Issues
Ageing, Population, Economic Development
Key Points
Mawego is 5 hours from the capital city & a great distance from any large populated centre. Consequently, the people of Mawego have to walk many miles for water & in particular the precious kerosene used for heat, light & cooking. Some of the community's resourceful seniors were able to secure a donated barrel of kerosene & began selling it locally for a profit. The profits were used to purchase more kerosene until eventually money was made available with a 'development' grant & a commercial size tank was sunk into the ground. Eventually, "the great day arrived when a kerosene tanker drove across the W 11 desert & filled the new tank". The ageing community members were responsible for managing all aspects of the business & those seniors who actively worked on the project drew a modest wage. With the larger tank, it was then possible to sell the kerosene at normal retail prices to younger customers & profits were used as grants toward other new work ideas. This business venture found elderly community members greatly relieved not to have to walk such long distances.
Partners

The UN & the Mawego Mission

Sources

The UN Compendium of Community Programmes for Older Persons in Newly Ageing Countries Website

Compiled by Dr.Ken Tout, Consultant, ConsultAge, United Kingdom, 1999