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 lainiciativadecomunicacion.com and is linked with The CI Global site.
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Russian Rural Information Network (RIN) Project – Russia

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The Russian Rural Information Network (RIN) is a 4 year project to support agricultural reform in Russia by providing private farmers with an alternative system or mechanism of agricultural extension. It has 4 objectives to accomplish:
  • Establishment of a self-sustaining Network for the dissemination of information on practical, low input and low technology methods of sustainable food production.
  • Enabling private farmers to increase food production, especially for those products which are competitive in terms of quality and costs.
  • Developing close links to the users of information produced through a strong feedback mechanism, thereby providing the most appropriate information to those whom directly benefit.
  • Further developing the capacity of a Russian organization to manage a large development communications program and maintain its viability and appropriateness in the long term via a business development strategy that ensures sustainability
Main Communication Strategies
RIN is a communication project with 3 main strategies:
  1. Building a network - Over the course of the project RIN has sought to develop an effective self-sustaining Russian Rural Information Network of qualified media participants with a demonstrated rural audience that disseminates information on practical, low input and low technology methods of sustainable agriculture. The Network consists of members from different backgrounds who use various communication methods. It combines the experience of extension, radio, print, NGO, education and community leadership and consists of local radio stations, regional newspapers and magazines, community leaders, extension specialists, educators, NGO workers and local government officials. Over one hundred women participate in the Network. All groups are linked together via RIN Information exchange media, share appropriate information, exchange ideas and experience, contribute to each activity.
  2. Providing information support - The Network produces scripts that serve the needs of Russian farmers. These scripts are disseminated to Network members in a Quarterly Package. The Network also developments, produces and distributes agricultural information via radio using CD's containing 40 minute programmes for rebroadcast. Network Members report the successes in the development of their own communication methodology and provide regular feedback about how materials are used. The project is based at Moscow State University and is able to optimise E-mail and Internet activities through free access to the Universities information system. Feedback and regular updating of information makes this server appropriate for a wide range of agricultural producers. Currently, Project's on-line information system consists of: an electronic library of practical agricultural information; on-line catalogues of animal breeds, broad-leaf weeds and Russian agricultural Internet resources; the electronic conference FADRNEWS (a medium for farmers to discuss current issues); and an archive of its radio programmes.
  3. Developing a feedback mechanism – This consists of an attached feedback form with every publication of the Quarterly Package through which members report how the material is relevant and serves the needs of Russian Farmers as well as how the scripts were used, disseminated and to what audience. The form also asks for examples about how the ideas were put into practise, how many people they reached and whether there are suggestions for future scripts.
Development Issues
Agriculture, Economic Development, Technology.
Key Points
The Network has produced over 200 radio scripts and over 10,000 farmers have applied script recommendations. 12 CD's with 40 minute radio programmes have been prepared and distributed for rebroadcast. One of the key lessons has been using the feedback forms to listen to what is needed and then look ahead to what can be done with future programming. This process has helped increase the relevance of information.
Partners

Foundation for Agrarian Development Research, The Developing Countries Farm Radio Network funded by the Canadian International Development Agency (CIDA).

Sources

Russian Rural Information Network Project Abstract prepared for UNESCO Regional Seminar on "Digital Opportunities for Central and Eastern Europe - Community Multimedia Centres" Bucharest 3 - 7 December 2001.

See also Power Point presentation on the UNESCO Seminar conference site