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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5, Rue Sesame

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Based on the children's television programme Sesame Street (a concept developed by nonprofit educational organisation Sesame Workshop in the United States in 1969), 5, Rue Sésame uses engaging live action, animation, and colourful characters in an effort to meet the educational needs of young children in France - through an entertaining medium. Launched as a daily TV series in October 2005, the edutainment initiative is a joint effort by Sesame Workshop, public broadcaster France 5, production company Expand-Drama, and Breakout Films.
Communication Strategies
Produced by film and television producer Georges Campana in Studio VCF (Region Ile de France), 5, Rue Sésame, is a playful fictional series that presents educational messages in a context that is meant to be engaging and reflective of French children's daily lives. The television series is written, produced, and directed by French educators and artists. The educational focus of 5, Rue Sésame complements the national curricular approach. Messages related to the social, emotional, and physical domains of learning are particularly important in the series, and many segments also address cognitive objectives.

5, Rue Sésame, comprising 150 episodes, features the following segments: Muppet, locally-produced live action, and animation. The 4 new Muppet characters, developed specifically for the French series, include an energetic girl in a wheelchair named Griotte, who is an active participant in all the fun on the street and provides positive images of children with disabilities.

Ongoing plans for 5, Rue Sésame include programme research, as well as the development of interactive learning platforms.
Development Issues
Early Childhood Development, Education.
Partners

Sesame Workshop, France 5, Expand-Drama, and Breakout Films.

Sources

Sesame Workshop press release, September 15 2005; and Sesame Workshop 2005 Annual Report [PDF]; and email from June Lee to The Communication Initiative on June 22 2006.