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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The Shape of the Future

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The Shape of the Future is a four-part television documentary series that aimed to portray what a Palestinian-Israeli peace settlement could look like from the perspectives of Israeli and Palestinian citizens. Produced by Common Ground Productions, the core idea was to look to the future and examine the aspirations of both Israelis and Palestinians and to show that agreements are possible that do not threaten the national existence of either party. The television series is supported by music, a viewer's guide and a website.
Communication Strategies

The documentary series focused on the key issues that divide Israelis and Palestinians: security, Jerusalem, Israeli settlements, and Palestinian refugees. Directed by Allen Scheid, it features "credible, articulate people from both sides who talk about how the conflict might end." The goal was to understand the differences among people and to identify the commonalities focusing on the future and not the past. According to the project organisers, The Shape of the Future was the first television series ever simultaneously broadcast on Israeli, Palestinian, and Arab Satellite television. The series was produced in both Hebrew and Arabic-language versions for broadcast in Israel and the Palestinian territories. Editorial content is the same in each version. DVDs and videotape copies of the series are available in English, Arabic, and Hebrew.

In an interview posted on the Shape of the Future website, writer/producer John Marks explains that he chose to interview Palestinians and Israelis separately, and use editing to juxtapose the various positions, "we never brought the two sides together, but by cross cutting, the dialogue is produced. For some reason, if you bring Israelis and Palestinians together in the same room they end up shouting at each other. We found that we could interview them separately and then juxtapose the various positions, arguments and solutions. It gets much more solution oriented because they are not together and they are not having that negative kind of dialogue."

Search for a Common Ground worked with Palestinian and Israeli organisations to produce a viewer's guide to encourage the use of the programmes in schools and civic and religious organisations. The viewer's guide provides quotations expressing differing viewpoints from Israelis and Palestinians, discussion points and questions to explore issues raised in the series.

David Broza and Said Murad, two popular Israeli and Palestinian performers, wrote background music for the series. The theme song, In My Heart, was released as a music video and was widely played on Israeli and Palestinian radio. The music was developed through a collaborative process between the two musicians to create words that reflected each of their societies.

Available in English, Arabic and Hebrew, The Shape of the Future website provides background information about the project, including media clippings. The viewers' guide, transcripts and video clips may also be downloaded from the website.

Development Issues

Peace

Sources

Email from Susan Koscis to The Communication Initiative, August 24 2005 and The Shape of the Future website, April 20 2006.