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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Social Transformation Framework

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The social transformation framework combines psychosocial and transformational strategies; it recognises that the individual must be supported and integrated within social support structures. The constituent elements of the framework - viz., vulnerability context, psycho-social domains and transformational processes - are interdependent, constituting different ways of describing interrelated phenomena. So, for example, in the event of a disastrous hurricane, the mode of aid delivery has an impact (positive or negative) on the vulnerability of the individuals and communities affected, and this shapes the way that community perceives any psychosocial intervention in the aftermath of the disaster. This in turn has a bearing on the response of the community to psychosocial intervention, which must necessarily precede (but not exclude) transformational processes. Both the psychosocial and transformational processes influence each other, requiring constant programmatic modification. The outcomes, in turn, have a bearing on the ongoing psychosocial intervention as they modify the resource pool.

Social transformation, in the above post-disaster example, recognises that the individual must be supported and integrated within emerging social support structures, and empowers the community to actively engage in supporting each other by giving them the knowledge and resources they need.

It helps the community to
  • understand the processes that influence the receipt or mobilisation of post-disaster support.
  • identify methods of applying such influence.
  • implementing a long term plan to arrest decline in psycho-social and transformational resources.
  • build fresh resources that substitute for those lost.
  • re-establish psycho-social and transformational patterns.

This framework should be equally applicable to any community under similar circumstances. All communities are constantly affected by events and circumstances, and are continually adjusting to them. The understanding that communities are dynamic, always adjusting, and changing is fundamental to this concept. It can be seen as a process of engagement leading to transformation involving new relationships between the capacities, linkages and processes of that community.


Source
Gauthamadas, U. "Social transformation of the tsunami affected fishing community: The concept and the need", Academy for Disaster Management Education Planning and Training,(ADEPT), pps 6-7. Retrieved June 6 2007.