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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Finding the Fable

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Launched in 2011, Finding the Fable is a documentary film that explores issues affecting community resilience along the Limpopo River border area between South Africa and Zimbabwe. Produced by the African Centre for Disaster Studies (ACDS), with support from the United States Agency for International Development, the film includes ordinary people telling their stories about how the river, social and land issues, wildlife, and cycles of drought and flood affect their lives.

Communication Strategies

The approximately 30-minute documentary was inspired by director/ playwright Nicholas Ellenbogen's quest to write an updated version of the fable "The Elephant Child" by Rudyard Kipling. Finding the Fable takes audiences on a journey along the Limpopo River through farmland, tribal land, and military held areas where they discover communities longing to secure their livelihoods but which find themselves dis-empowered by their circumstances.

The film combines recitations of Kipling's tales about the Limpopo River with profiles of communities and the issues they face. It focuses mainly on issues around natural disasters, particularly droughts and floods, but also looks at intersecting issues such as increased poverty, and lack of access to economic opportunities, health care, education, clean drinking water, and proper sanitation.

The film was shot over a three-week period in November 2010, followed by three months of post-production editing. The project was produced by a diverse team of technical, creative, and academic professionals, including staff from two university departments, experts on the northern Limpopo border area, a Cape Town-based theatre company, and a rock band.

The soundtrack features original music by South African acoustic rock duo Lloyd & Bruno. The film's theme song "Loaded Gun," has since been made into a music video which organisers plan to use as a disaster risk reduction advocacy tool.

Click here to view the documentary and music video on the ACDS website.

Development Issues

Climate change, Environment, Disaster risk reduction

Partners

African Centre for Disaster Studies (ACDS), United States Agency for International Development

Sources