Social norms action with informed and engaged societies
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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School Pupils Learn & Teach - Colombia

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Through the support of Pro Vida, an aged care organisation, students were educated on the plight of the elderly and then asked to teach others using various communication methods to rectify a poor attitude toward Colombia's elderly population.
Communication Strategies
This officially approved Social Studies project brought school pupils into Pro Vida for education & training on ageing issues and were then asked to create a 1 hour illustrated presentation for delivery to people in day centres, homes & groups of older migrants gathered in the open air. Presentations used drama, visual aids, poems, dances & other methods to teach about various aspects of ageing.
Development Issues
Ageing, Youth, Population, Education
Key Points
Pro Vida saw the need to bridge the gap between Colombia's youth & the ageing population & used education as the foundation of the project. Pro Vida applied to the Ministry of Education for approval as an institute where groups of students could attend as part of their curriculum. Social Work students from a University in Bogota were made available to Pro Vida in a dual learning/working capacity by a similar agreement. School pupils went to Pro Vida for education on ageing issues and were taught by the university students & Pro Vida staff before they went away to create their presentations. Topics covered were nutrition, safe water, dental hygiene & physical exercise, among others. The project fostered valued friendships & opened a door to other opportunities like the "adoption" programme of lone older persons by surrogate families.
Partners

The UN, Pro Vida, Ministry of Education & a Bogota University

Sources

The UN Compendium of Community Programmes for Older Persons in Newly Ageing Countries Website

Compiled by Dr.Ken Tout, Consultant, ConsultAge, United Kingdom, 1999