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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Published 21 years ago
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Communication Approach

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Summary


Communication Approach is the strategy through which people use a communication tool to communicate.

Advocacy

Pertaining to the recommendation and support of a policy, etc. Includes keywords/phrases: advocacy, advocating, advocate, lobby, lobbying.

Awards

Pertaining to prizes and honors given in appreciation and support. Includes keywords/phrases: awards, award, awarded, awarding, prize, prizes, contest, contests.

Entertainment

Pertaining to the use of entertainment within a project. Includes keywords/phrases: entertainment, soap opera, soap operas, edutainment, enter-educate, enter-education, quiz, mini-series, song, songs, games, telenovela, music, art, documentary, docudrama, comedy.

Interpersonal

Pertaining to person-to-person contact and exchange. Workshops, seminars, trainings - either in person or online. Includes keywords/phrases: interpersonal, interpersonally, discussion, discuss, training, train, counselling, IPC, face to face.

Local Participation & Action

Pertaining to participation of the people of a community in the development, application, and/or evaluation of a project. Includes keywords/phrases: participation, community involvement, local action, community action, community actions, village, local actions.

Marketing

Pertaining to the selling of a good or of goods. Social marketing refers to the selling of a social (ie: related to health or conservation, etc.) product, idea or change in behaviour. Includes keywords/phrases: marketing, marketed, consumer, advertising, promotion, promote, ad, ads, publicity, PSA, PSAs, advertise, advertises, advertiser, advertised, advertisers, advertisement, advertisements.

News & Information

Pertaining to the dissemination of news and information within a project. Includes keywords/phrases: news, information, articles, reporter, editorial.

Research

Pertaining to research and study. Includes keywords/phrases: research, investigation, survey, questionnaire, data, statistics, stats.

School Curricula

Pertaining to the use of school curricula or the inclusion of school curricula with a project. Includes keywords/phrases: curricula, curriculum, classes, classroom.

Traditional Folk Media

Pertaining to cultural tools, musical instruments, dances, symbols. Includes keywords/phrases: traditional, folk, indigenous media, indigenous dance, traditional dance, traditional music, folk dance, folk music, indigenous music, traditional puppet, traditional puppets.