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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The World Has Malaria

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Launched in 2011, The World Has Malaria is a 20-minute documentary-drama designed to explain the causes of climate change, as well as present some adaptation options and future strategies for pastoralist communities in Tanzania. The documentary was developed by Resource Africa UK, in collaboration with the Tanzania Natural Resources Forum (TNRF) and Ujamaa Community Resources Team (UCRT), based on photo-stories developed with local communities.
Communication Strategies

The community-led film uses interviews, drama scenes, and animation to showcase climate change experiences by communities in northern Tanzania. The film focuses on Maasai communities in Tanzania and Kenya, and is produced in the Maa language, with English subtitles. A Swahili edit is under production for broader national and international distribution.

In preparation for the production of the film, Resource Africa UK facilitated pastoralist and hunter-gatherer communities in two Tanzanian districts to present their livelihoods, climate change vulnerabilities, and adaptive strategies through photo-stories. Organisers say the photo-stories were instrumental in realising the communities' climate change vulnerabilities and in establishing livelihood assessments that were later used in developing the participatory script for the educational film.

The film will be screened in rural communities along with facilitated discussions on livelihood challenges, how to link these to climate change, and what future adaptation possibilities exist.

Click here to watch the documentary on the Resource Africa UK website.

Click here to view and download three of the photostories.

Development Issues

Climate Change, Environment

Key Points

Resource Africa UK is a United Kingdom-based charity organisation involved in supporting rural livelihoods and improved local governance based on sustainable use of natural resources in Africa. This project is one of a series of interventions under their Climate Conscious Programme that focuses on community-based climate change adaptation.

Sources

Resource Africa UK website on August 14 2011.