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 lainiciativadecomunicacion.com and is linked with The CI Global site.
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Activity, It's Own Medicine - Ecuador

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A capital grant is used to purchase land where the wisdom of the ageing is instrumental in identifying roots, leaves & berries to be cultivated for the production of 'new old' remedies.
Communication Strategies
Much discussion took place amongst a unique group of healthy 80+ year old citizens from the Valley of Vilcabamba, Southern Equador, when a sum of capital was made available for their welfare. They decided to form a committee with one of their centenarians as the leader & make some decisions about their future. Interpersonal communication & community involvement led to a business idea which required talks with the local university to fulfill an important part of the business process.
Development Issues
Ageing, Population, Economic Development, Health
Key Points
Many of the members from the 'Committee for the Defence of the Anciano of Vilcabamba' agreed that the usual 'easy work' ideas did not meet their needs. With the understanding that they would need level ground for some of the physically challenged to work on, the committee decided to revive local medicinal remedies, many of which were long forgotten. "The centenarians & nonagenarians would go into the forest to identify roots, leaves & berries which 'grandmother used to use' as effective, immediately available cures". The newly purchased plot of land was used to cultivate these medicinal plants. The committee recieved support from the local university & the local medical officer who tested the remedies for toxicity & "maximum impact". Printed labels describing the product & dose were used, as many had forgotten how to use the plants & many of the younger generation would not have experienced the 'older' medicines. The remedies were sold at a fraction of the price of imported medicine & even then, profits were made to pay wages to the workers & to employ a health worker for the elderly who were sick/housebound. An "environmentally friendly" programme which had a positive impact on the larger community & proved the "wisdom of age" to be a valuable resource.
Partners

The UN & the local university 40 miles from the Valley of Vilcabamba

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