Media development 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. 

On the transfer, co-founder Victoria Martin expressed her pleasure to see this work continue under Wits' leadership, knowing that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction. 

As Wits, we honour the team and partners who sustained The CI for decades and look forward building from that strong base. This includes co-founders Warren Feek (1953-2024) and Victoria Martin as well as La Iniciativa de Comunicación (CILA), which continues independently at lainiciativadecomunicacion.com with links to The CI Global site. We are also eager to forge new partnerships and entertain new ideas as we consider how best to contribute to social and behaviour change in our rapidly evolving environment.

If you are joining the International Social and Behaviour Change Communication (SBCC) Summit in Panama, please join Wits and CILA on Monday, 22 June, to share your thoughts and suggestion for the relaunch of the Communication Initiative. We will be in Pacifica 5 from 12-1:25 for the Refuel, Reflect, and Renew Lunch Series: The Communication Initiative: celebrating a driving force for Communication for Social Change and the way forward. We will reflect on the legacy of Warren Feek and family in creating the Communication Initiative, consider the contributions of CI over the years and then turn our attention towards the future in this dynamic session. 

If you are unable to join us in Panama, we still want to hear from you. Please contribute your thoughts by following this link: https://redcap.link/CommunicationInitiative2026 or reaching out to ci_surveys@commint.com

You can also follow the QR Code:

 https://redcap.link/CommunicationInitiative2026

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Community Ownership key to sustaining community-based interventions

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Author Lilian Kiefer, April 3 2014:       Sustainability is now a buzzword, featuring in almost all discussions on community development and donor funded initiatives.

There is a reason for this. For any community-based intervention to succeed, there ought to be a mechanism for sustainability by generating benefits that go beyond the end of external funding.  This aspect has always been a challenge for organisations working with [economically] poor communities. Development practitioners always have to battle with the challenge of how poor communities would be able to spare benefits from their intervention as capital for sustainability of their development interventions. One question remains: what happens when funding expires?

It is not possible to answer the issues of sustainability without bringing out issues of community leadership. For community interventions to effectively develop a sustainability mechanism and implement it, there is need for skilled leadership at community level as well a political support from the local/traditional leadership. This kind of leadership can only be attained if communities are allowed space to develop and drive development interventions relevant to their communities and external support only used to facilitate and support. When community members see the value of certain interventions, they are inspired to take ownership and sustain the initiative.

The focus on ownership for sustainability puts communities in control of development interventions. They are encouraged to give their best and live a legacy for their generation in efforts to overcome poverty.

As part of its work to empower communities in Southern Africa Panos Institute Southern Africa (PSAf) focuses on building capacities of communicators and the media to create space for local participation. This strategy empowers community actors with capacity to galvanise their potential. Building capacity of the community leadership to be able to take this responsibility forward is crucial.

Various players including community philanthropists, government workers, civil society organisations and private sector have achieved great social impact through capitalising on their geographic focus and an in-depth knowledge of what their communities need.

To inspire community ownership, it is important to understand what the community needs before embarking on any development intervention. That knowledge of the community needs can then be used as a foundation for building community ownership of the interventions, creating an environment for community members to work to sustain the interventions beyond external funding. Unless community members themselves and their leaders are involved from planning level, ownership and sustainability of such interventions remains questionable.

Some key lessons that have been learnt from PSAf’s previous interventions at community development projects in Zambia and other Southern African countries have included:

1.    Community engagement:  Engaging communities right from the conceptualisation and design of the intervention through its implementation, until the evaluation process builds community ownership and creates a base for community support after external funding phases. When community members are involved at all stages, they take charge.

2.    Building local capacities: Projects that factor in capacity building of the community in project management have potential to be sustained by the communities themselves beyond project funding. Communities need capacity building in leadership skills, developing and managing projects, monitoring and evaluation in order to appreciate impact and value of their interventions, as well capacity in forging partnerships and collaborations at community levels.

3.    Interfacing community groups with public institutions: In working with communities, linking public institutions with local people assists in developing sustainability structures whereby citizens develop means of following up and fostering accountability at that level without the need for external support.

Factoring in sustainability mechanisms in community-based intervention is crucial, and with the success of that, impact of various interventions will be felt on a bigger scale

Lilian Kiefer is the Executive Director of PSAf. For feedback, email lilian@panos.org.zm.