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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O Jogo (The Game)

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O Jogo is a radio soap opera developed by Search for Common Ground (SFCG) in Angola. Broadcast in 2006, it examined the issue of national reconciliation through the lens of a fictional protagonist dreaming of playing football in the World Cup. O Jogo (which means "The Game") utilised the popularity of football in Angola to examine the concept of a national Angolan identity as a means to achieve unity and reconciliation.
Communication Strategies

O Jogo was designed for a young audience, aged 15-25, and had three main objectives:

  • to foster tolerance and understanding among different groups (particularly between the "haves" and "have-nots");
  • to open a space for discussion of different viewpoints and opinions; and
  • to promote non-violent methods of conflict resolution.

The storylines of this 26-episode series followed the experiences of Anacleto and Robert Gomes, two youth from very different worlds within Angola. Anacleto is a young man struggling to realise his dream of playing football for the Angolan National Team as the pressures of poverty and the temptations of a life as part of a violent street gang work against him. His antagonist, Roberto Gomes, comes from an elite background, with all the trappings of a privileged life. Yet he, too, is inspired by football and by Angola's goal of winning a spot at the World Cup. O Jogo is the story of how these two youth from totally different worlds within Angola meet and eventually learn to put Angola's divided and war-torn past behind them on the football field. According to the organisers, it is also the story of how a nation can learn to heal itself through the joys of sport.

Besides dealing with the issues of conflict, economic disparities, and the temptation to join a street gang, the series also dealt with domestic violence, alcoholism, immigration, health issues, and teenage pregnancy.

The 15-minute radio soap opera aired weekly on Thursdays on Radio Ecclesia.

Development Issues

Democracy, Peace, Health.

Sources

Search for Common Ground website on August 18 2008.

Teaser Image
http://www.sfcg.org/imagesnew/programmes/angola/jogo3.jpg