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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Savings Matters Radio Programme

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Launched in October 2013, Savings Matters is a radio drama series broadcast across a number of community radio stations urging South Africans not to forget the importance of saving and to plan properly for their financial future. The radio programme combines drama, storytelling, and talk radio, to teach and explain various issues around the topic of saving. Conceptualised and produced by Busi Ntuli Communications (BNC) for the National Treasury, its mission is to teach all South Africans about the importance of saving and financial planning.

Communication Strategies

Savings Matters is a 30-minute weekly radio programme that includes a 10-minute radio drama and a complementary 20-minute financial talk show, hosted by Tumisho Masha, a renowned actor and producer. This package is syndicated via satellite to twenty community radio stations across the country. The programme is designed to encourage the South African public to take saving seriously and to consider the Republic of South Africa Retail Savings Bonds as an optional saving vehicle.

The main fictional character of the storyline is a 70-year-old bakery mogul, Mooi Gogo, who owns a string of bakeries across Soweto. She is respected by the community for her humble beginnings, her business acumen, and her passion for teaching anyone who cares to listen about the importance of saving, as well as life skills related to money and financial matters in general. Mooi Gogo knows most of her customers by name and they come to her if they need financial advice and in some cases, she gives advice even when she has not been asked for it.

Listeners are also invited to interact with the show on Mooi Gogo's Facebook page and follow the show on Twitter @SavingMatters.

Development Issues

Economic development

Key Points

According to Busi Ntuli Communications, South Africa offers a wide variety of savings opportunities for its people. Unfortunately, the rate of private savings by households is low and not having enough money usually results in most people feeling helpless and in turn leaves them vulnerable to unplanned or unexpected events.

Sources

Biz Community website on November 18 2013.