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. 

On the transfer, co-founder Victoria Martin expressed her pleasure to see this work continue under Wits' leadership, knowing that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction. 

As Wits, we honour the team and partners who sustained The CI for decades and look forward building from that strong base. This includes co-founders Warren Feek (1953-2024) and Victoria Martin as well as La Iniciativa de Comunicación (CILA), which continues independently at lainiciativadecomunicacion.com with links to The CI Global site. We are also eager to forge new partnerships and entertain new ideas as we consider how best to contribute to social and behaviour change in our rapidly evolving environment.

If you are joining the International Social and Behaviour Change Communication (SBCC) Summit in Panama, please join Wits and CILA on Monday, 22 June, to share your thoughts and suggestion for the relaunch of the Communication Initiative. We will be in Pacifica 5 from 12-1:25 for the Refuel, Reflect, and Renew Lunch Series: The Communication Initiative: celebrating a driving force for Communication for Social Change and the way forward. We will reflect on the legacy of Warren Feek and family in creating the Communication Initiative, consider the contributions of CI over the years and then turn our attention towards the future in this dynamic session. 

If you are unable to join us in Panama, we still want to hear from you. Please contribute your thoughts by following this link: https://redcap.link/CommunicationInitiative2026 or reaching out to ci_surveys@commint.com. 

You can also follow the QR Code:

 https://redcap.link/CommunicationInitiative2026

Time to read
1 minute
Print
a- a+
Published 20 years ago
Last updated 1 year ago
Read so far

Communication Strategy Design, within the context of Participatory Rural Communication Appraisal (PRCA)

0 comments
"...[A] communication strategy is a well-planned series of actions aimed at achieving certain objectives through the use of communication methods, techniques and approaches..."

"The purpose of designing a communication strategy is to address and solve problems at the grassroots level utilising PRCA findings, communication methods, techniques and media. This should be done with the people, not just for the people."

Basic Concepts:

Step 1: Review the Project Framework (secondary data review. On-going project rationale and purpose, main problem/s to be addressed.)
Step 2: Carry out the Participatory Research in the Field (PRCA + Baseline)
Step 3: Analyse the Field: Research Findings and Identify the Focal Problems
Step 4: Identify and Draw: Review the Profiles of Priority Interaction Groups
Step 5: Define SMART (Specific, Measurable, Achievable, Realistic and Time-framed) Communication Objectives and Solutions (how to)
Step 6: State the Rough Content of the Issues Related to the Focal Problems and SMART Objectives
Step 7: Select the Design Mode: Discussion Themes/Message Design
Step 8: Define the Communication Approaches and Methods
Step 9: Preliminary Identification of the Required Outputs, Activities and Inputs
Step 10: Develop the Creative Design of Discussion Themes and Messages
Step 11: Select the Media and Finalise the Message Design
Step 12: Revise and Define the Overall Communication Approaches Outputs
Step 13: Revise and Finalise Activities Needed to Achieve the Intended Outputs
Step 14: Revise and Finalise the Inputs Required to Carry out the Planned Activities
Step 15: Assemble and Review the Work Plan for the Implementation Phase
Step 16: Develop the Communication Materials
Step 17: Carry Out the Pre-testing and Subsequent Review of the Materials
Step 18: Supervise the Mass Production
Step 19: Training of Trainers on Relevant Issues and Materials
Step 20: Supervise the Implementation of Activities
Step 21: Supervise the Monitoring and Evaluation

Click here for more information [PDF].
Source
SADC Centre of Communication for Development and Food and Agriculture Organization of the United Nations (FAO), Second Edition 2004. "Participatory Communication Strategy Design: A Handbook" Chapter I: The Foundations of Communication Strategy Design [PDF], pps 8-9.