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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Everyday Heroes Comic Book Campaign

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The Everyday Heroes Comic Book campaign was launched in 2012 as part of a victim empowerment programme initiated by the South African government to respond to the growing needs of victims of crime and violence. Jive Media Africa designed and implemented the campaign, which highlights the role of communities in supporting victims of crime and violence, for the United Nations Office on Drugs and Crime (UNODC) in association with the National Department of Social Development (DSD).

Communication Strategies

Six comic stories make up the Everyday Heroes series highlighting issues such as sexual assault, domestic violence, child sexual abuse, human trafficking, abuse of older persons, and abuse of people with disabilities. Available in six South Africa languages, the comics are set in the vibrant and multi-cultural peri-urban community of Bhekanani (meaning "help one another"), South Africa. In this community, like any community, there are rich and poor, old and young people. There is also good and evil, lurking in the darkness of the shadows, personified by a local kingpin and his sidekicks, and "Everyday Heroes". The heroes include, "Batho Pele" professionals, such as the police, the nurses and the social workers, but they also include ordinary men and women who "refuse to let evil prosper." These characters include:

  • Gogo "Magic" Mkhize - firm but fair, the mother of the community.
  • Ntate Moloi - the elderly driver and messenger at a local law firm who has overcome his own childhood experiences of domestic violence.
  • DJ Life - the radio disk jockey whose disability does nothing to stop him from living life to the full, and his new friend Jerome who overcomes his own disability.
  • S'bongile - the single parent and social worker whose caring nature is known to all.
  • Mothusi - the courageous policewoman who won't be intimidated.

Click here to download the comics.

The contract also involved developing a website, animatics, a distribution strategy, as well as carrying out a pilot project and M&E.

Development Issues

Crime and violence

Key Points

United Nation Office on Drugs and Crime, European Union, Department of Social Development

Sources