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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Tortasperú - Peru

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Run by a network of housewives, Tortasperú is an e-business initiative that seeks to faciliate the economic development of Peruvian women. The programme is meant to serve the more than two million Peruvians who live outside Peru; they may order homemade cakes for relatives and friends back home to be baked by Peruvian housewives. Members of the network are trained in computer use, marketing, and e-commerce.
Communication Strategies
Customers can order a cake from the electronic catalogue, located at the Tortasperú site. This catalogue may be accessed in Spanish or English. The order is sent by e-mail to a housewife who is a member of the network in the city where the cake is to be delivered. Tortasperú then sends a photograph to the customer via email of the person receiving the cake.

Housewives who participate in the project must be good bakers, be able to work in a timely manner, and be willing to learn to use a computer. Peru has a national network of public computer booths - with attendants who can assist - where Internet access is cheaper than phone calls. Prior to serving customers, the housewives participate in a course designed to give them knowledge of marketing, cake preparation, and the use of Internet tools for e-commerce. Three hours of training give the women the basis for being able to use email and navigate the Tortasperú website.
Development Issues
Women, Economic Development, Technology.
Key Points
With the help of microfinance loans, increasing Internet usage, and technical support from its partners, Tortasperú has expanded from Lima-based production and delivery; it now includes delivery to seven Peruvian cities. The initiative has been featured in newspapers in Peru and the United States.
Partners

Red Científica Peruana (RCP), E-connexions.

Sources

Posting on May 31, 2002 to the Development Gateway Newsletter list server; and International Trade Forum magazine.