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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On the Line - West Africa

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On the Line was a millennium project that explored and celebrated the lives of people who live along the zero degree meridian line, a line which passes through Togo, Ghana, Burkina Faso, Mali, Algeria, Spain, France and the UK. The aim of the project was to add an international dimension to the millennium celebrations. It promoted global communication in English, French and Spanish via school linking, writing letters, sending videos photos and emails.
Communication Strategies
The project engaged all those who participated on the journey along the Greenwich meridian line and aimed to give them a vision of life beyond their own borders. It encouraged charities, schools, business people and individuals (including street children) to see beyond their daily lives and to establish real contacts with people who live life at the same time across the world. In Burkina Faso, Mali, Ghana and Togo, eighty street children and community workers met to share ideas and identify common problems. The street children posted their messages and photos of themselves on the website. Thirty communities in West Africa met to share experiences and learn from one another, including gardeners, restaurant owners and weavers. Nearly 200 West African schools participated in On the Line. The lead singer of the British band, Blur, visited Mali and made music with local musicians. In the UK and Ghana, a theatre project was produced by homeless people. The On the Line website features aspects of the project, street kids' stories from Mali, including an on-line slideshow about the project, video voices from Ghana, a virtual poetry book, and virtual journeys through the countries in the project.

The organisers believed: "The sun may rise and set at the same time along the meridian line, yet there is a kaleidoscope of culture, colours, food, religions, music and dance to be discovered. And so from North to South On the Line inspired thousands of people of all ages to share ideas, skills and experiences."

The central aim of On the Line was education, inspiring the younger generation to learn about each other. For this reason, 5000 schools took part in various projects including school linking. Through the project, 500 schools connected with their counterparts via letters, photos, videos and emails. The project addressed education by focusing on issues such as global citizenship and sustainable development.

The project aimed to inspire people to think and act globally to sustain the planet. Art and culture were also a central theme of the project. New music was created from traditional forms to excite and entertain audiences along the line. A poetry competition in West Africa saw 1000 children take part.
Development Issues
Children, Education, Environment
Key Points
The project aimed to celebrate arts and culture, making the link to environment and development, without talking about crises or desperate need.
Partners

Oxfam GB, World Wide Fund for Nature, Channel 4, Christian Aid, Action Aid, Canning House, The Central Bureau , Folkworks, Voluntary Services Overseas, The Guides

Sources

Oxfam website on September 1 2004.