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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Meeting Key Educational Needs in Priority Social Sectors

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Implemented by the Junta Nacional de Jardines Infantiles (JUNJI) and funded by the Organization of the American States, this educational programme involves the family as a mediator to help educate children who are not being reached by the formal educational system. It uses the mass media to promote the educational role of the family, with the support of various strategies and educational resources. The specific goal is to reach 5,500 families in urban areas whose children are under 6 years of age.
Communication Strategies
This project offers educational radio and television programmes, home educational visits, and cultural and recreational experiences. Fundamental to all of these elements is the active participation of the family in the process of educating children - both boys and girls.

At a general level, project strategies include:
  • Training and advising to measure educational need, and to determine a reasonable reach for the execution of the programme
  • Production of television and radio programmes, including creating content, recording, editing, reproducing, and shipping tapes throughout Chile
  • Elaboration, design, and reproduction of educational guides for work with the family
  • Analysis of monthly progress reports.
At the local level, organisers:
  • Carry out educational work "in the field" - at toy libraries and community centres
  • Work with families, in group settings, to help orient them to the contents of the guides and the broadcasts
  • Visit homes to conduct one-on-one work with families
  • Engage in community-based education through cultural and recreational gatherings.
Development Issues
Education, Children.
Key Points
Participants in this programme have been left out of formal systems of education because of the non-existence of educational establishments, overcrowded classrooms, or a family decision. Although the programme is oriented to families in economically poor sectors, organisers claim that the open channels of communication used (e.g., radio) have permitted children and families from other socioeconomic sectors to enjoy the educational benefits. In that sense, the programme seeks to help fulfill the right that all Chilean children have to an education.

Created in 1970, JUNJI is an institution of the Government of Chile whose main objective is to provide free integrated education (including food and social aid) to children between 3 months and 5 years of age. JUNJI relates to the President of the Republic through the Minister of Education.
Partners

JUNJI, with funding from the Organization of the American States.

Sources

Letter sent to La Iniciativa de Comunicaci