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 lainiciativadecomunicacion.com and is linked with The CI Global site.
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Published 13 years ago
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And You Didn't Even Know About It - y tu sin enterarte

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Carried out from June 6-20 2012, this United Nations Millennium Campaign (UNMC) social media campaign - conducted in Spanish - asked citizens around the world to donate space on their Facebook or Twitter profiles and communicate major progress achieved on the Millennium Development Goals (MDGs) and in the global fight against poverty.

Communication Strategies

This campaign drew on the tool of social media to allow citizens and organisations to participate directly in communicating positive messages regarding actions that have been taken to meet the MDGs and to inspire commitment. Those interested in participating were invited to go here and then donate their social profile - accepting an app which will ask to donate space on either Twitter or Facebook. From then on, once a day during the space of a week, a positive MDG-related message appeared on the participant's profile and was inserted in his or her usual conversation with friends and followers.

Key Points

This campaign was launched just before Rio+20, the UN Summit on Sustainable Development, Rio de Janeiro, Brazil, June 20-22 2012. The UN Millennium Campaign Coordinator said: “This campaign wants to communicate that over the past decade tremendous progress has been made, and this is something we have achieved together - and which translates into tangible results for millions of men, women and children all over the world; a decline in global poverty, more children in school than ever before, a dramatic drop in child deaths worldwide, 2000 million people have gained access to safe drinking water and the ongoing fight against malaria and HV/AIDS has already saved millions of lives - we think this must be communicated."

Partners

This campaign is the result of the work of many partners, including corporate partners, civil society organisations, and the media.

Sources

EndPoverty2015.org, June 20 3012.