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 24 years ago
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Fertilizer Bush Drama - Nigeria

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A play which used drama to communicate new and improved farming techniques to Nigerian men and women farmers.
Communication Strategies

A five member team of villagers were brought together to develop and participate in the play. The drama used a combination of catchy tunes and good scripts to improve farming knowledge and practices. An essential component of the process was an understanding of the existing farming techniques and the concerns of farmers. The play makes use of indigenous communication patterns and styles to better communicate the new ideas. There is signuificant attention to important cultural issues.
Development Issues

Agriculture, gender, technology
Key Points

Initial methods of direct communication through teaching were unsuccessful as the villagers could not understand and were not interested in the new methods of Alley Farming. The method was very important as it increased the life and variety of the crops, and allowed for women, who usually were given the poor lands to greatly increase the yields and variety of their crops, saving time and energy.
Partners



International Livestock Center for Africa (ILCA), International Institute of Tropical Agriculture (IITA)

Sources

Development Communication Report, The Fertilizer Bush Drama". Kristen Cashman , No. 74 1991/3.