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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WITS Program

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The WITS Program brings together schools, families, and communities to help elementary school children deal with bullying and peer victimisation. Similar to the simple fire safety technique "Stop, Drop, and Roll," WITS teaches students to "Walk away, Ignore, Talk it out, and Seek help" if they are confronted with an aggressive situation. In essence, they learn to use their "WITS". Launched in Victoria, British Columbia (BC), Canada in 1998, the WITS Program is now being used in more than 100 schools in BC and Alberta.
Communication Strategies

The WITS Program has two components: the WITS Primary Program for students in kindergarten through grade 3, and the WITS LEADS Program for grades 4 to 6. Both are literature-based programmes implemented in the school environment.

The WITS Program has been designed to integrate fully with existing school curriculum. The programme provides lesson plans in English and French as well as those with an Aboriginal focus to help teachers incorporate WITS messages into their teaching.

Community members, including police officers, firefighters, and paramedics, as well as high school and university athletes, are key participants in several components of the programme. They launch the WITS Primary Program with a swearing-in ceremony wherein students are deputised as WITS Special Constables and make follow-up school visits throughout the year.

The WITS website provides role-based information about the WITS Program and peer victimisation for teachers, families, community services representatives, and children.

Development Issues

Children, Conflict.

Key Points

Two longitudinal evaluations have been conducted and show that, compared to children in control schools, children in schools with well-established WITS Programs report more physical and relational victimisation. This is consistent with the WITS Program's aim to encourage children to report victimisation (or "Seek help") and suggests that WITS participants are capable of identifying victimisation episodes and reporting them. Findings also showed that rates of physical victimisation declined significantly faster in programme schools compared to control schools. In addition, the second study showed that teachers in programme schools consistently rated children's levels of social responsibility higher than teachers in control schools.

With support from the Public Health Agency of Canada, schools in New Brunswick, Ontario and PEI are expected to adopt the WITS Program in the 2010-2011 school year.

Partners

Click here to view a list of sponsors that have funded the development, evaluation, and implementation of the WITS Program.

Sources

Emails from Kim Coyle and Alison Lynch to The Communication Initiative on October 21 2003 and June 2 2010; Rock Solid website, December 1 2003; and WITS Program website, June 3 2010.

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