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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IADB Development Communication Programme

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Summary



Awareness Campaigns




Support to Operations




Television Production


Awareness Campaigns

  • Sensitise key audiences on development issues and policies
  • Promote social and behavioral change
  • Establish partnerships and strategic alliances


Campaigns Involve

  • Research and Evaluation
  • Production and Dissemination of Communication Materials
  • Mass and Local Media Partnerships
  • Social and Community Mobilisation
  • Advocacy and Networking Initiatives


Campaign Impact


1. New Group Linkages/Partnerships

  • The Bank's catalytic role: Mobilisation of different sectors
  • New coalitions formed and existing networks strengthened
  • Alliances of at least 15 government and non-government organisations per country


Country Highlights

  • Bolivia: Creation of Inter-Agency National Network on Children and Adolescents
  • Jamaica: McDonald's becomes official sponsor: venue for debates, info.
  • El Salvador: A 16 organisation platform (local gov'ts, police, NGOs) revise National Code on Children and Adolescence




Launch in Peru




Press Conference in Costa Rica


2. Expansion of Public Debate

  • Public debates with different sectors
  • 20 national televised debates
  • Alliances/Coalitions organized 250 public discussions in 50 different cities


Country Highlights

  • El Salvador: 15 video dialogues involving 4,000 people in 14 municipalities
  • Bolivia: Children move up in the political agenda with public debate involving 7 out of 9 vice-presidential candidates




Debate in Mexico




Video Dialogue in Honduras


3. Increased Resonance of the Issue

  • Approximately 30 media outlets per country covered the campaign
  • 300 newspapers articles and broad Radio and TV coverage (all air time on a pro-bono basis)


Country Highlights

  • Mexico: campaign coverage in all major TV channels, TV spot aired over 30,00 times, video documentary broadcast 416 times (on air value estimated at $7,000,000)
  • Colombia: 30 articles/op-eds published in El Tiempo and local subsidiaries
  • Costa Rica: campaign stickers in taxi stickers, electricity bills; posters in buses, hospitals, universities


In the Press




La Revista, Diario La República. Perú




El Diario de Hoy, El Salvador


On the Street








Posters, Stickers, Billboards


4. Local Policy Changes/Other Actions

  • Costa Rica, Honduras, El Salvador, Guatemala develop diagnostic studies and action plans to address issue
  • Colombia: New local childhood policies in 50 municipalities
  • El Salvador: Eliminates the term "street kid" from its National Code on Children and Adolescence (substituted for children away from their families)




New Policies in Colombia




Diagnostic Study in Costa Rica


Television Production - IDBAmérica TV

  • Informs and educates TV viewers about social, economic and environmental issues in LAC
  • Motivates the audience to get involved and promote social change
  • Helps advance the Bank's work


Click here to download a PDF version of this document.

For more informatino, please contact

Elena Suarez

elenas@iadb.org

OR

Jose Luis Lobera

joseluisl@iadb.org