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 lainiciativadecomunicacion.com and is linked with The CI Global site.
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Energy Conservation TV Programme - Roanoke, Virginia, United States

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Broadcast in Roanoke, Virgina, United States in 1982, this 20-minute television programme suggested simple, no-cost strategies for reducing household energy consumption. The programme was part of a research project conducted by the Virginia Polytechnic Institute and State University. Objectives included reducing residential energy consumption by teaching viewers about energy substitution strategies. The experiemental objectives included determining, first, whether a single viewing of the programme, not supplemented by personal contact, was enough for substantial behaviour change, and, second, whether household temperature and the reported levels of household comfort change when energy substitution strategies are used.
Communication Strategies

First, baseline energy use measurements were completed. Then, a programme called 'Summer Breeze' was aired four times on cable television. This programme was designed to resonate with the locations and economic and life-style patterns of the participanting communities. The storyline involved a young couple who decided to reduce their energy use after receiving high-cost electricity bills. An older couple who lived nearby explained and demonstrated specific energy-saving strategies and addressed possible problems. Through repetition of key practices and the playing of a well-known theme song, specific energy saving strategies were modeled. These strategies included closing all windows and shades in the morning to trap cool air; not using air conditioning until mid-afternoon (and only when it is very hot outside); setting the thermostat at 78F (25.5C) in the evening (when it is very hot outside); turning off the air conditioning at night or setting it at 80F (26.6C); using window fans; setting the water heater thermostat to 130F (54.4C); and insulating the water heater.


During the five weeks following the programme's viewing, electricity meters were read once a week at each household, and some of the participants received weekly forms and a 30-minute home visit. The participants were asked to evaluate the TV programme and their level of comfort in the house. During the following winter a similar programme was shown to the same households in order to remind the participants about energy substitution strategies.

Development Issues

Environment.

Partners

The programme was developed as a part of a research study supported by National Science Foundation Grant. Partners included Learning Resources Center (Virginia Tech) and Roanoke Valley Cablevision.

Sources

Tools of Change website.