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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It's for Life

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"It's for Life" is an adult public education TV programme - a "reality show" - that aims to demonstrate how life skills and training can open doors and change lives. Produced by South African Broadcasting Corporation (SABC) Education, "It's for Life 3" follows 3 individuals as they go through a process to realise their life goals. The programme, which was produced in several series, uses "edutainment" as an approach to inspire viewers to change their own circumstances, such as by adjusting conditions impacting economic or environmental well-being.
Communication Strategies

This programme uses the medium of television to entertain viewers while stimulating the process of self-discovery. Broadcast on SABC 2 every Sunday at 12h00, the programme concentrates on the lives of three young people from diverse backgrounds who are living together in a house in Johannesburg, South Africa. During the series, the participants are exposed to new experiences, challenging tasks, and thought-provoking obstacles - all of which are designed to encourage their own self-acceptance, growth, and empowerment. While this is happening, cameras are everywhere - documenting every move, reaction and emotion. "The participants provide fascinating drama dynamics. They have heated arguments, cry in difficult circumstances, laugh at lot and offer a range of opposing opinions..."

The show attempts to draw viewers into this process by honing in on the lives and motivations of each of the participants: Nini Mabe from Itsoseng nearby Mafikeng, Jan Tieties from the Kalahari, and Conrad Potgieter from Potchefstroom. Each of them has a specific dream. For instance, Nini has a passion for labour relations, especially the plight of domestic workers in South Africa (an interest most likely borne from the fact that her mother was once a domestic worker). Nini comes from a family of 11 siblings, but despite the cost of supporting so many children, her parents ensured that every child had a decent primary and secondary education. She studied labour relations at the university level for 2 years, but unfortunately dropped out due to financial constraints. Like Nini, Conrad has a strong social conscience and desire to help people. His ultimate dream is to become a garden landscape designer; he is particularly interested in developing gardens in townships and low-income areas. And Jan is passionate about preserving the San culture and traditions. His dream is to use his knowledge of medicinal plants for a commercial venture that will liberate him from his cash-strapped existence while preserving the wisdom of the traditional San.

Development Issues

Economic Development.

Key Points

The premise of this project is that anybody can change their circumstances, given the right tools. The show aims to help participants through hands-on learning to become better at what they do and/or change the course of their life.

Partners

SABC Education and LCAT Productions.

Sources

Emails from Lesley Fahey to Soul Beat Africa on May 18 2005 and August 23 2005.