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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Equatorial Trilogy

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This project used television dramas to communicate the dangers of overpopulation, and to promote measures to slow population growth. The objectives were to make clear the association between environmental degradation and population growth, to reduce fertility and to improve environmental health in areas under constraints of poverty.
Communication Strategies

Three television dramas highlighted areas and issues of major concern to the project. These included resourcefulness, resilience, and responsibility under conditions of poverty and overpopulation. Everyday problems were used to convey the themes. Dramas were called Arak-Arakan ('Procession'), Tasi, Oh Tasi, and Anak Hilang ('The Lost Child'). Leading national film directors and screen stars provided emotional force and high visibility to the Equatorial Trilogy. The dramas aired on Television Republik Indonesia during the network's 30th anniversary Celebration (August, 1992).

Development Issues

Poverty, overpopulation, environmental degradation, family and community solidarity, social responsibility, responsible parenthood, family planning, women's issues in family life.

Key Points

Indonesia has a high growth rate and a high growth rate is known to result in increased poverty and poor living conditions. For these reasons it was felt that education of the population was necessary to prevent any more erosion of living conditions. Emotional force and high visibility of the program were obtained by using leading screen stars and film directors.

Partners

Television Republik Indonesia, The Johns Hopkins University/Population Communication Services.

Sources

The Use of Mainstream Media to Encourage Social Responsibility: The International Experience - Inventory of Projects. Henry J. Kaiser Family Foundation by Advocates for Youth, pages 134-135.