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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Impact Data - AIC Rural Communication Project

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Date
Knowledge Shifts
65% of listeners could cite something that they had learned on the soap opera.
Practices
47% of listeners said that they had put some knowledge gained from the soap opera into practice, i.e. 1/5 of the population. 28% of magazine listeners claimed to have put some of its information into practice. The two most commonly claimed applications were horticultural techniques and moral advice. Among listeners in 1996, almost 25% claimed to have applied the information gained from the programmes including, relating harmoniously with other family members (23% male and 25% female), use of better farming methods (22% male and 19% female), avoiding many sexual partners (14% male and 7% female) and keeping surroundings clean (15% male and 11% female).
Attitudes
83% of the respondents said that they liked the programmes, especially the agricultural sections.
Access
Awareness of the programme was substantial in 1994: 45% for the soap opera, and 32% for the magazines. 85% thought that the topics covered were relevant. A less reliable source said that in 1996 there was an increase in awareness of the soap opera to 90% (from 45% in 1994) and awareness of the magazine was 83%. Weekly audience figures had increased by 21% for the Kimeru soap opera and 16% for the magazine in two years. 55% of adult respondents claimed to have listened to the soap in the last 3 weeks.
Source
Mary Myers Summary of: AIC Rural Communication Project, Kenya, 1998.