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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Tinka Tinka Sukh

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"Tinka Tinka Sukh" ("Little Steps to a Better Life") is a radio soap opera that was broadcast throughout India as a PCI partnership programme from February 1996 to February 1997. Reaching the audience through an interactive programme, the themes of the drama addressed issues such as family planning, gender equality, and many other social concerns.
Communication Strategies

104 episodes of "Tinka Tinka Sukh" were broadcast over All India Radio, reaching an area where some 600 million people live. Every two weeks, an interactive broadcast was aired to provide a forum for discussion of educational issues, and a medium to address listeners letters.

Development Issues

Gender, women's empowerment, child health, son preference, family planning, population size, HIV/AIDS.

Key Points

This highly successful social soap opera had an estimated radio audience in the tens of millions, with approximately 125,000 letters being received at the station is response to the programme. A comprehensive impact research study was also performed in response to the programme, (the results were not available at the time this summary was prepared). The story is set in a rural village, and the theme of traditionalism versus modernism is constantly addressed in both community and family life.

Partners

Population Communication International (PCI), All India Radio, The David and Lucille Packard Foundation

Sources

Population Communications International, PCI 1997 Annual Report, page 18.