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 25 years ago
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Rruga me Pisha (Pine Street) - Albania

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Rruga me Pisha (Pine Street) is a radio soap opera which began broadcasts in Albania in March of 2000. Its remit is to "promote tolerance and understanding" and has become popular for addressing sensitive and difficult issues as diverse as blood feuds, domestic violence and corruption.
Communication Strategies

Radio soap opera broadcast twice a month.
Development Issues

Rights, women, political development, peace, tolerance.
Key Points

Results from the nationwide survey conducted by the University of Tirana Social Work department show that 65% of the country listen (48% every week) and in the north of the country this figures is as high as 90%. 97% of respondents found the bi-weekly drama good or very good, 92% found it informative and educational and 71% said they regularly debated and discussed the issues raised by the drama.
Partners



Started with funds from EU Phare and DFID and is jointly produced by the BBC World Service Trust and Albanian State Radio, Radio Tirana.

Sources

Letter from Georgina Samuel, Project Management Organiser, BBC World Service Trust, to The Communication Initiative.