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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BBC WST Leprosy Project - Videos for Villages

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Summary

Videotape screenings became an important way of extending the reach of the TV campaign into rural areas with low access to the electronic media.


With the support of the Government of India's Directorate of Field Publicity, the BBC World Service Trust arranged for more than 2,700 “video van” screenings featuring the most popular TV spots and dramas produced under the BBC-Doordarshan partnership.


The special tape of TV spots was presented by the Bollywood screen hero Jackie Shroff.


Screenings were accompanied by the display of colourful question-and-answer panels about leprosy, developed by the Government of India's Department of Advertising and Visual Publicity.


The Directorate of Field Publicity held more than 3,600 dedicated events in support of the leprosy campaign, including quiz competitions, rural sports competitions, and group discussions/symposiums.


The Trust also distributed copies of the TV and radio tapes produced during the project to major leprosy organisations and to State and District Leprosy Officers across the five focus states.



For more information, please see The Drum Beat 133.