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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Anti Drug Abuse Campaign Project – Sierra Leone

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The Anti Drug Abuse Campaign (ADAC) Project is an educational and a rehabilitation project targeting youth involved with drugs, children recovering from forced drug use, and youth whose efforts in research and outreach help to make a difference in Sierra Leone.
Communication Strategies
ADAC programme offers an online education component as well as an offline rehabilitation aspect. The online education aspect coordinates essay writing, music, poetry, interactive forums, and research about drug abuse. A message board is open to anybody wishing to interact with ADAC participants.

The offline reintegration/rehabilitation aspect coordinates community outreach, workshops, and donations of reusable items. ADAC uses drama, film acting, and performance styles to raise awareness about drug abuse.

Development Issues
Youth,
Key Points
ADAC aims to meet the needs of youth requiring training and rehabilitation. A survey in Brookfields, Freetown showed that 62% of youth want to enroll in training institutions that enhance self-sustainability and 30% of youth, mainly children, urgently need rehabilitation. ADAC has set a goal to reduce drug use amongst its beneficiaries by 90% and to have 20 children/youth undergo rehabilitation, to prepare them for reintegration into junior secondary schools.
Partners

iEARN Sierra Leone

Sources

iEARN website on June 8, 2004.