The Communication Initiative
Development action with informed and engaged societies
The Communication Initiative
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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Can Suyu Television Series

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This was a television drama which attempted to increase awareness among the general public about many social and health issues, with an emphasis on the health of children and women. The objectives were to educate and entertain the people of Turkey and to promote behavioral change by changing social attitudes towards many different problems.
Communication Strategies

The use of positive role models and a dramatic story-line to which people related, allowed for an effective presentation of educational information. 13 episodes of a television drama (half an hour each) were aired.

Development Issues

Child health, basic disease information, communication styles, cleanliness, immunization, diarrhea, fevers, breast feeding, child education, family planning, midwifery, female education, adult literacy, female abuse, nutrition, occupational training for women.

Key Points

With 30 television stations, a very competitive media market makes it difficult to communicate effectively to a target group without the appeal of entertainment.

Partners

UNICEF - Turkey, TRT (the production agency).

Sources

The Impact of Can Suyu TV Series. Sahin, Dr. N., Duzen, N.E. February 1995.