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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'Only the Schools can Correct Brazil' - Brazil (Brasil)

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This joint project of the United Nations Children's Fund (UNICEF) and the Odebrecht Foundation (FEO) was launched in an effort to improve teaching in Brazil. The program's objective was to reach the voting public and let them take control and be more demanding of the leaders and subsequently the education for their children. This grassroots campaign was created to address the important issue of education and changing societies attitudes to the problem which has a $2.5 billion a year consequence in Brazil.
Communication Strategies

The message was spread through five different television stations and ads in major print publications. The advertisements were released on the same day leaders began campaigning for office.
Development Issues

Children, education.
Key Points

To address the issue of students taking too long to graduate, a cultural approach had to be taken to change the way people accepted failure. The problem with education was determined not to be an issue of access, but one of quality, allowing this programme to focus on the improvement of existing facilities and teachers. The society based its work on the principle that education is the basic requirement for eradicating intolerable social inequalities.
Partners



United Nations Children's Fund (UNICEF), Odebrecht Foundation (FEO)

Sources

Odebrecht Informa, Nov/Dec 95 pages 4-5, Special edition pages 33-38.