Social Norms
Social norms action with informed and engaged societies
Social Norms
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 cila.comminitcila.com and is linked with The CI Global site.
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Published 24 years ago
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Meals on Wheels - Romania

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A service programme in Bucharest since 1992 where 2 days' meals are delivered 3 days a week to the immobile elderly who have no family. Equally important is the much needed companionship to lonely people this service also provides.
Communication Strategies
Personal contact is the driving force behind the success of this programme. For many elderly community members, the Meals on Wheels driver is the only person they see all day. Lonliness is a constant complaint among the elderly & the community action taken by the Alzheimer's Society of Romania serves to address this problem while providing much needed nutritious meals.
Development Issues
Ageing, Population, Health, Nutrition
Key Points
The programme has been very well received in Bucharest, equally for the companionship of the Driver as for the meals provided. "The driver, Valeriu, has built up a very special relationship with the older people he visits. For many clients, he is the only social contact they have & as well as delivering their food, he talks & listens to them & helps them with odd jobs like paying bills, taking out the rubbish, or doing small repairs". The success of the programme has the Alzheimer's Society having to make choices as to who will receive the service. Those who have no family & are not able to shop or cook for themselves have priority. The programme fulfills a basic need of food for immobile elderly people & supplies many of the clients with a vital link to the outside world. "The project has become a lifeline to some of the most vulnerable older people in Bucharest".
Partners

The Alzheimer's Society of Romania is part of the East and Central Europe Network - a group of age focused organisations supported by HelpAge International, the American Association of Retired Persons and the National Lottery Charities Board

Sources

HelpAge International Website: Practical projects with and for older people in the HelpAge International network.