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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In the Field

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In 2000 and 2001, the BBC World Service and the Natural Resources Institute (NRI) of the University of Greenwich collaborated on a radio-related communication project in an effort to showcase various approaches to improving poor people's livelihoods. In the Field: Exploring Innovative Improvements to Livelihoods around the World involved the making of a BBC World Service radio series, as well as the development of an educational booklet, cassettes of the programmes, and a website containing the notes in the booklet and access to the audio of the programmes. Using interviews with project participants in small communities worldwide, organisers hoped to increase appreciation of the way in which people in different parts of the world have approached common problems and issues. A larger goal was to stimulate and encourage local action to tackle related problems.
Communication Strategies

In the Field focused on communicating the findings of research and development projects. The project leader asked her colleagues at the NRI to volunteer their projects as topics for programmes. The idea was that the researchers themselves, where possible, would carry out the interviews themselves with villagers and local researchers in their project sites. This approach reflected the tenor of the programme: local people telling their own stories and talking about their feelings about the particular problem they had faced and how they had tackled it.

To act as reporters, NRI researchers needed practical training in using the radio production equipment and in face-to-face interviewing skills. The BBC contributed the former type of expertise and NRI contributed the latter. Training was intended to bring together the two types of skills in order to produce programmes that are 'radiophonic' and that allow 'windows' to be opened into other people's lives and livelihoods, generating empathy and understanding. Organisers held 2 one-day training sessions for 12 NRI staff members working on projects to be featured in the series. The trainees were issued tape recorders and professional standard microphones for their visits, during which they carried out interviews with villagers and local collaborators and gathered some local sound effects, as well as photographs.

The recorded material was brought back to the UK, where BBC staff edited it and compiled excerpts. Draft scripts, including interview excerpts, were passed to NRI staff working on the projects, who sent them out to local collaborators and the project funder. Once approved, the programmes were recorded, incorporating any necessary changes. The programmes included excerpts from the interviews, local music, and sound effects, held together by a script read by a presenter. Where voice-overs in English were necessary, organisers used people from the countries concerned, so as not to distance them from the interviewees. The organisers also interviewed the researchers and included excerpts from these interviews in the programme, so that the researchers became 'characters' in the story, too. Organisers worked closely with the NRI researchers, and through them their local research partners, to ensure that they, and local informants, were happy with what went into the programmes. This process was in response to researchers' sense that that in the past when they had been in touch with the media, whether print or broadcast, their work had often been misrepresented.

Topics covered in the 12 programmes are wide-ranging, both geographically and in terms of subject matter, from training "barefoot vets" to treat village animals in Indonesia to trading cocoa fairly in Ecuador. Click here to go to the Livelihoods Connect page for In the Field, where you will find scripts for the programmes as well as the audio.

To support the radio series, which was broadcast for the third time on the BBC World Service in October 2002, organisers produced a booklet with the aim of consolidating what was in the programmes and raising related issues. A popular science journalist worked with the project leader on the booklet in an attempt to make the text for the booklet accessible. The booklet was sent out by the BBC free of charge to listeners, who were prompted to write in. Organisers attempted to make the booklet as engaging as possible, with photographs of many of the villagers featured in the programmes and of the villages they live in, as well as maps showing the location of villages. There are also 2 double page spreads looking at cross-cutting issues related to tackling livelihood problems. Click here for more information on this booklet, and how to obtain it. In addition to producing the booklet, organisers presented the text, photographs, and maps in downloadable form on In the Field page on the NRI site. Click here to listen to the audio of the programmes.

These 'In the Field' materials have been piloted for the past 18 months in UK schools and in more than 50 educational institutions around the world for use in training extension workers and in degree courses. In addition to the printed booklet, organisers wanted to make it possible for pilot institutions to use the radio programmes themselves in teaching. Because it is not always easy for institutions, particularly in the South, to play the programmes available on the website in a classroom, organisers produced cassettes containing the radio programmes and sent them free of charge to educational institutions involved in piloting.

Development Issues

Economic Development, Agriculture.

Key Points

Organisers hope that the follow-up to the series (rebroadcasting in local languages and development of appropriate educational material) will foster the delivery of information to more people at village level, and (they hope) inspire local action.

Partners

BBC World Service and NRI (University of Greenwich), with funding from the Rural Livelihoods Department of the UK Government Department for International Development (DFID).

Sources

Emails from Dr. Monica Janowski to The Communication Initiative on September 23 and October 6 2003, and on March 9 and March 17 2006; and In the Field page on the NRI site; and "Communicating innovation: the 'In the Field' project" [PDF], by Monica Janowski and Kaz Janowski, Leisa Magazine, July 2002.