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.
 
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 cila.comminitcila.com and is linked with The CI Global site.
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Ushikwapo Shikamana

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"Ushikwapo Shikamana" (If Assisted, Assist Yourself) is an entertainment-education radio soap opera which was broadcast in Kenya for 5 years, ending in June 2004. The show, which focused on issues such as HIV/AIDS, teen sexuality, and gender, revolved around life in 3 typical Kenyan settings: an urban centre, a city's outskirts, and a rural area where there are few opportunities for education and gainful employment. Through the sponsorship of PCI-Media Impact (PCI), and in partnership with First Voice International (FVI), the drama began a second broadcast in April 2005.
Communication Strategies

Each season of the radio programme was broadcast over 26 weeks, with 4 episodes airing per week. Plots revolve around 3 major settings in order to appeal to a wide range of audiences: urban (a wealthy city littered with crime, loneliness, promiscuity, and drug trafficking), peri-urban (a location with a myriad of problems including poverty, poor housing, and inadequate social services), and rural (a culturally conservative village which has a few individuals working together in order to change it). Characters move in and out of these locales as they try to negotiate their place in the world. HIV/AIDS prevention, compassion for people living with AIDS, and the plight of children orphaned by AIDS are ongoing themes of the programme, though it also addresses other social and cultural issues including teen sexuality, the status of women, gender violence, and migration.

According to the organisers, the series also appeared 3 times a week as comic strips. These weekly comics were adapted into comic book format, the first of which was printed in December 2001. The comic book was distributed through bookstores, adult literacy programmes, youth, women and church groups, and other outlets.

Development Issues

HIV/AIDS, Rights, Sexual and Reproductive Health, Gender

Partners

PCI-Media Impact and First Voice International

Sources

Letter from Kate Randolph to The Communication Initiative in 2003 and PCI-Media Impact website on November 4 2008.

Teaser Image
http://www.population.org/Kenya_P1090567.jpg