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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Published 24 years ago
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“Los Maribios” - Nicaragua

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“Los Maribios” is a Food and Agriculture Organization (FAO) agricultural project in Nicaragua aimed at imparting knowledge of new techniques and new crops to 2,400 rural families by communication through local media. The FAO works to raise levels of nutrition and standards of living, to improve agricultural productivity, and to better the condition of rural populations.
Communication Strategies

A weekly radio programme meets the needs of a population where 84% own a radio and 30% are illiterate. Activities include campaign messages, technical information given by agricultural consultants, and experiences from one producer to the next. The project is coordinated with the ongoing training of community leaders in agricultural techniques. Communication groups were set up to elicit contributions from the local population. 50 volunteer youth were selected to collect information for weekly programmes. Communication between the families and project workers was a key factor in the success of the programme.
Development Issues

Media development, agriculture, community development, women, gender, education,youth, democracy, political development.
Key Points

Breeding iguanas for export is taught through educational videos. Success of the project is due to the use of local people, species, and techniques in the videos, resulting in greater learning. The position of women in households is strengthened through seminars on gender. The success of the kitchen gardens, which are controlled by women, resulted in women becoming equal partners in decision-making. The overall project has contributed to communication for development in agriculture, gender development, and economic development.