Social Norms
Social norms action with informed and engaged societies
Social Norms
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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Ke Wang (Aspirations) - China

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According to this source, "Ke Wang" (Aspirations) was China's first domestically-produced, long-running television soap opera and it became immensely popular among viewers immediately after the initial broadcasts. The programme was implemented which used television as a media to discuss important social issues in Chinese society such as status of women, social morality, family harmony, class conflict, responsible parenthood, culture maintenance, child development, and many others. The objective of the campaign was to provide indigenous entertainment and education to the Chinese public.
Communication Strategies

50 episodes of "Ke Wang" were produced, with a large amount of print media coverage. The soap opera story revolved around the aspirations of ordinary Chinese people during the time of the "cultural revolution" and the reform period of the early 1980's.

Development Issues

Family harmony, class conflict, responsible parenthood and family planning, culture, child development, status of women, social morality, volunteerism, physical disability, and others.

Key Points

"Ke Wang" was designed primarily for entertainment, but addressed many important social issues confronting Chinese society. The programme was hugely successful with large feedback from the population and through the media.

The Chinese print media gave the programme immense coverage, and the show won an award from the government.

Partners

Beijing Television Arts Centre.

Sources

"The Use of Mainstream Media to Encourage Social Responsibility: The International Experience" - Inventory of Projects. Henry J. Kaiser Family Foundation by Advocates for Youth, pages 59-60.