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 26 years ago
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Kaththiri - Maldives

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"Kaththiri" translates to knotted pair of sticks used to support a larger structure, and is the name of the TV drama spreading reproductive health messages in the Maldives. Using an entertainment-education approach, young boys and girls are reached on a variety of important issues.
Communication Strategies

A weekly, soap opera style 20-minute drama is broadcast in the Maldives depicting the ups and downs of a typical Maldivian family while incorporating messages relating to reproductive health and family planning. Traditional and cultural sensitivity were overcome with an entertaining drama that people could relate to.
Development Issues

Reproductive health, population, family size, and family planning, poverty, population, gender concerns
Key Points

The drama was first launched in 1997 by the public ‘Television Maldives' through partnership with a UNFPA information, education communication project. It received immediate approval among the target group both in the region of broadcast, and also in surrounding regions where it was not broadcast.
Partners



Television Maldives, UNFPA, Ministry of Information and Television

Sources

"TV Drama Boots Reproductive Health in Maldives" By: Javed S. Ahmad, Adviser on Labour & Population (IEC), UNFPA CST Kathmandu, Nepal

Comments

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Submitted by Anonymous (not verified) on Mon, 01/03/2005 - 11:39 Permalink

well u i fu would put in more vedio into this site to show what u have been gving up to the ommunity then i think this page would be more interesting....... but good so far keep it up