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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Postcard Pledge Campaign

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The Postcard Pledge Campaign called on South Africans to pledge their support to fight violence against women and children across the country. This 2004 campaign was part of the national 16 Days of Activism against Gender Violence Campaign, which takes place in communities around the world each year from November 25 to December 10. The Postcard Pledge Campaign drew on community participation - fostered in part through information and communication technologies (ICTs) - to increase awareness of women's and children's rights and to educate the public on how to prevent abuse against women and children.
Communication Strategies

In an effort to facilitate the signing of 800,000 pledge pledges, members of the public were urged to sign postcards produced by the South African Post Office. These postcards could either be signed at one of the 500 participating post offices countrywide, or electronically - on the Department of Correctional Services website. The pledges were used to raise money for organisations that support women and children who are survivors of abuse. Transnet, Eskom and other partners sponsored R1 for the first 280,000 signatures collected by the campaign.

South Africans were urged to wear white ribbons, during the period of the campaign. The postcards were transported to Johannesburg, South Africa where a team of volunteers pasted them onto the "Wall of Solidarity" on November 25 2004.

Development Issues

Women, Children, Rights.

Key Points

The campaign was officially launched on November 17 2004 in Cape Town as part of the 16 Days of Activism against Gender Violence - waged annually around the world from November 25 to December 10 to highlight the plight of women and children.

Partners

Transnet, Eskom, Department of Correctional Services.

Sources

Peace Women website on January 19 2005.