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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TV Escola (School TV) - Brazil

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This Ministry of Education of Brazil Distance Learning Secretariat programme uses television to provide training and refresher courses for elementary and high school professors. Its objective is to enrich the process of teaching in order to improve the quality of education in Brazil. TV Escola is meant to help teachers who work in urban and rural schools with more than 100 students. It was launched as a pilot project in 1995; one year later, it began to operate throughout the country.
Communication Strategies
A TV channel broadcast by satellite to participating schools. Airing seven days a week, the broadcasts cover specific components of national curriculum programmes, including Mathematics, Portuguese, Science, History, Geography, Physical Education, Art, Music and Dance, Ethics, Cultural Plurality, Health, Environment, and Sexual Education. The two-hour transmissions are repeated three times a day. On Saturdays, the programme Vendo e Aprendendo (Seeing and Learning) is broadcast along with suggestions about how to use the video series that TV Escola distributes to schools. Specifically, this programme emphasises ways of using the videos in the classroom while maintaining an interdisciplinary focus.

In addition, radio, printed materials (magazines, texts, notebooks, and guidelines), and several telephone and fax lines are used in interactive training programmes.
Development Issues
Education.
Partners

Ministry of Education of Brazil Distance Learning Secretariat.

Sources

TV Escola site.