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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Prevention of School-Related Gender-Based Violence

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From 2010 to 2012, the Prevention of School-Related Gender-Based Violence behaviour-change communication project is working to promote positive social and gender norms among school-aged children in eastern Democratic Republic of Congo. School-based activities are being complimented by community media campaigns using radio, theatre and other communication channels. The project is being implemented by the Communication for Change (C-Change) initiative, which is being managed by FHI 360 with funds from the United States Agency for International Development (USAID).
Communication Strategies

The project, introduced in 31 schools and neighbouring communities in Katanga Province, is working to create a safe environment for students in schools. It is designed to challenge prevailing social norms that perpetuate school-related gender-based violence (SRGBV) in the students' communities. C-Change activities focus on comprehensive SRGBV prevention at a variety of levels, from individual students and teachers to family members, school authorities, and the community at large.

According to C-Change, this inclusive approach is intended to change social and gender norms and positively impact behaviour by equipping individuals both at schools and in the surrounding communities with knowledge of SRGBV, while building skills to identify, discourage, and resist it. At schools, the project is working to change awareness and attitudes of both girls and boys to gender violence, as well as increase the number of students who report incidences of SRGBV and who seek supportive services if they experience it.

The project is also working to increase the knowledge and build skills of school administrators, teachers, school SRGBV focal persons, and parents to identify, discourage, and intervene in incidences of SRGBV. This includes establishing codes of conduct to govern behaviour related to SRGBV in the schools, which will help discourage SRGBV and encourage school administrators, community members, and parents to uphold and enforce the rules of conduct.

Community media campaigns such as community radio, community theatre, and other local communication channels, are being used to improve understanding of SRGBV and change related attitudes, as well as promote community actions to prevent it.

Development Issues

Gender violence, Education

Sources

AED website and AED website on October 15 2011.