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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Kosovo/a Documentary - Kosovo

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This project involves the creation of a 60-minute documentary film called "Kosovo/a" that is designed to highlight common outlooks and shared values between people who come from different ethnic groups in the area known either as Kosova or Kosovo. Specifically, the purpose of the film, which is produced by Springbok Film, is to allow the viewer to enter the everyday lives of four young people from Serbian and Albanian communities in this area in an effort to stimulate peacebuilding and diffuse tensions that contribute to continued violence. In short, the film's objective is to encourage a reevaluation of inter-ethnic perceptions by creating a safe forum for dialogue on the subject of multi-ethnicity.
Communication Strategies
The film consists of two Albanian and two Serbian stories, each of which focusses on two young people between the ages of 16 and 23. In order to provide an intimate portrait of these communities, each participant - Saška, Linda, Adnan, and Pop - was invited to film elements of his or her daily life in order to shed light on what it is like to come of age in a conflict-ridden area. The viewer is thus enabled to see what makes up their worlds, how and with whom they spend their days, what emotional baggage they carry with them, what they do for fun, what they think about living with the "other side", what obstacles they face, and what they hope for in the future. Political and war-related references are included in very minimal ways, and only insofar as they enrich the audience's understanding of a particular character. One message of the film is that, though these kids struggle on a daily basis, a better future is a possibility (one that will, however, require much hard work).

The film was shown to audiences in towns and villages throughout Kosovo in June through August, 2002. Discussions were held after the film on the issues raised within it. Plans were made to broadcast the film on Radio Television Kosovo in the autumn of 2002 and other as-yet-unidentified broadcasters throughout the Balkan region.
Development Issues
Conflict, Youth.
Key Points
Two years after a severe ethnic conflict, which was itself only the most recent chapter in a centuries-long tug of war, ethnic tensions and violence continue in Kosovo. The intentions of the international community to create a multi-ethnic community show few signs of success. This failure, according to project organisers, stems from perceptions of the other. As long as each sides blames the other for their past or current sufferings, they can find ways to justify their ethnic hatred, demonise the other, and perpetuate ethnic divisions.

In "Kosovo/a", Springbok Films hopes to make a statement about diversity and universality that will inspire other NGOs to use the film in their peacebuilding projects.
Partners

Donors include: European Cultural Foundation, CORDAID, Organization for Security and Cooperation in Europe, UNMIK Department of Culture, War Child Netherlands, Catholic Relief Services, Pax Christi, Press Now.