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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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Making Change: Lessons Learned from Social Mobilisation Campaigns (SMCs) in Malawi

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Summary
  • 7 years of SMC activities in Malawi
  • Covering every district in the country
  • Working with every cultural, tribal, and religious grouping
  • Education sector for girls' access and retention and educational quality
  • Health sector for action against HIV/AIDS



Key Components

A Conceptual Model for Social Mobilisation Campaigns

  • Research and Verification
  • Field Worker Training
  • Village-based Initiatives
  • Community-based Sensitisation



Conceptualisation and Design

  • Be flexible and adjust when needed
  • The research component cannot be eliminated or ownership is not accepted
  • A variety of interventions reach more diverse groups and helps to avoid monotony
  • Change within the determined framework keeps the campaign fresh



Methodology & Practice

  • Be transparent and establish accountability
  • Mobility and communication are essential to any major field-based project
  • Demonstrate honesty and respect
  • Allow communities to identify "special" target groups



Participation

  • Don't be extractive with research findings
  • People are receptive to dialogue and involvement
  • An attempt to follow cultural practices increases respect and acceptance
  • Be non-judgmental when discovering and discussing attitudes and behaviors
  • Give praise freely and show an interest and pride in even the smallest of impacts/changes
  • Be non-judgmental when discovering and discussing attitudes and behaviors



Sustainability

  • Work within established structures
  • Project staff must "set the stage" regarding commitment, work ethic, and professionalism
  • Project Outreach Diaries helped to keep records of interesting/unique activities
  • Continuous monitering is essential, at all times, at all levels, by all concerned
  • Live what you are promoting




Janet L. Robb, Director

Education, Mobilisation and Communication Division

CREATIVE ASSOCIATIONS INTERNATIONAL, INC.

janet@cai-dc.com

Tel: 202-966-5804 Fax: 202-363-4771