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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Project Troubador

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Established in 1978, Project Troubador works to bridge cultural, racial and ethnic gaps, as well as conduct educational programmes using a modern version of the ancient concept of the troubadour. Based in the United States, Project Troubador sends musicians, clowns, jugglers, mimes, dancers, etc. to perform in collaboration with local organisations in cultural centres, schools, hospitals, orphanages, town squares, churches, and marketplaces in developing countries.
Communication Strategies

Originally founded to simply give people living in the developing world a more human and less media-based understanding of America and Americans, over the last 15 years, Project Troubador has broadened its focus to assist development initiatives and grassroots non-governmental organisations (NGOs) seeking to communicate specific information. Performances are free of charge and - as much as possible - are presented on an intimate scale in public locations where it is natural and comfortable for people to gather. On a primary level, they are intended to be enjoyable and entertaining. Laughter and song are used in an effort to allow those assembled to gain a comfort level with the performers in their midst. Once a climate of mutual trust exists, the musicians and actors introduce a representative of the partner organisation who has a more permanent presence in the community and suggest that both the performers and that organisation have "something we would like all of you to consider". Using only mime and movement with a musical underpinning, a short dramatisation illuminating a common problem or the perils of a certain behaviour ensues. At a critical point, the action "freezes" and the representative from the partner organisation queries the audience on what is happening and what might happen next.

That person seeks to initiate a dialogue with the audience which can lead to an open discussion of the targeted issue. Specific information aimed at clarifying misunderstandings and/or producing a desired behaviour is presented. At the conclusion of these discussions, the audience is encouraged to expand this dialogue with family and friends, and any information on how, when, and where they can find the representative of the partner organisation is reiterated. The performance concludes the way it began, with participatory music making and dancing, etc. that is intended to cement the warmth of the intercultural moment.

Project Troubador has employed this approach to address HIV/AIDS prevention, rain forest preservation, literacy, the building of wells, maternal-child health, and family planning. Partnering NGOs have come in all shapes and sizes, from large international efforts to small rural initiatives. In the Dominican Republic, Project Troubador conducted a series of HIV/AIDS prevention and education programmes with local HIV/AIDS educators focusing on prevention with youth in schools, universities, and sugarcane camps. In Cameroon, Project Troubador joined forces with Kongadzem, a women's tribal social action group, to address the same topic. In collaboration with Centre Afrika Obota in Benin, they performed in villages throughout the country delivering HIV prevention messages. In 2003, they returned to produce a collaborative single about "protecting oneself" (J'ai Mes Raisons) with local pop musicians and Beninian school children. During a 2009 tour in Guatemala, the troupe "enjoyed impromptu stilt performances around villages and in town squares, mostly announcing new books in the library, but also just blowing bubbles, juggling and playing with the crowds that we inevitably attracted. Sometimes in schools, libraries and community centers, we led activities such as making origami peace cranes, or drawing, or teaching English, but we always worked in the message of literacy. Our favorite work was performing skits from the books that we left in schools and libraries we visited. Most often we did a skit based on 'Tikki Tikki Tembo,' a Chinese story about a first born son who nearly drowned because his rescuing brother couldn't say his overly long name fast enough, which is why Chinese names are short now." In addition to illuminating and promoting discussion surrounding an issue, by organising shows in collaboration with local community action groups and NGOs in host countries, Project Troubador aims to help strengthen the relationship between these organisations and the people they serve.

Development Issues

HIV/AIDS, Health, Cultural Diversity.

Key Points

According to Project Troubador, music, dance, and humour are powerful universal vehicles of communication; however, there is little opportunity for cross-cultural sharing to take place on a person- to-person level around the world. "...Project Troubador helps diffuse stereotypes and prejudices created through television, commercialism, economics and politics and helps link people from vastly different backgrounds on a powerful level."

Reflecting on the 2009 Central American trip mentioned above, one member of the troupe explains, "There's no question that these performances sparked an interest in books. After our first performance we were stopped in the street by two young girls who had seen us perform the day before. One of us was carrying the book and they excitedly asked if they could see it. Captivated, they turned each page and reconstructed the story based and based on the pictures pointed out at which moments each character had acted out their part." Another member noted that - beyond the literacy mission - living and traveling in close proximity with local people afforded an opportunity to share stories and observations about life and to develop relationships that bridge cultures.

Sources

Project Troubador website; and emails from Eliot Osborn to The Communication Initiative on February 1 2007 and March 8 2009.

Comments

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Submitted by Anonymous (not verified) on Sun, 02/25/2007 - 01:25 Permalink

I have read this page and found it interesting and education.

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