Development action with informed and engaged societies

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

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Parent Outreach Programme

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The Parent Outreach Programme was designed by the service organisation SERVOL to foster improvement in the level of care and attention offered to children in their early years. The initiative involves addressing the needs of parents who have children under the age of three through home visits conducted by Parent Outreach Facilitators. By visiting parents in remote villages and ghettos in Trinidad and Tobago, these facilitators hope to begin a process of alleviating poverty in disadvantaged areas.
Communication Strategies

As part of the Parent Outreach Programme, 21 early childhood care and education (ECCE) teachers were offered in-depth training in ways to conduct one-to-one encounters with parents. These teachers visit parents to help them deal with problems they are having with their small children and life in general. During these door-to-door visits, facilitators draw on their training: they do not project the image of a professional who has all the answers and who has come to enlighten "ignorant" parents. Rather, they begin the visit by praising parents for what they have already achieved, empowering them with the message that they can solve their own problems (in part by drawing on community members for help). In one sense, the visits are personal in that they are primarily designed to combat the sense of isolation that can develop among caregivers. In a second sense, the visits are advocacy sessions in which facilitators encourage parents to find alternatives to physical punishment and to talk with their children, even while performing their housework. Finally, the visits include the provision of information. Facilitators link up with personnel from Health Centres in the area in order to help them learn how to provide accurate information on subjects like breast feeding, diet, and basic sanitation.


Meetings are also held with small groups of parents. These sessions provide a forum in which parents may share common problems and arrive at possible solutions.


In addition, parents are taught a number of crafts in an effort to equip them with the skills needed to create marketable items. This strategy is designed to enable parents (particularly single parents) to stay at home with their small children, positively influencing their development, while at the same time earning an income.

Development Issues

Children, Early Childhood Development, Health, Economic Development.

Key Points

SERVOL engages in educational and community-based efforts to help disadvantaged children and adolescents in Trinidad and Tobago.

Project organisers cite evidence that the influence of home life and early upbringing accounts overwhelmingly for the good or bad character and personality traits of a developing person. Furthermore, they say, both the tendency of parents to play out on their own children the treatment they received as youngsters and the increase in single-parent homes due to urbanisation and industrialisation contributes to the problems of misbehaviour and, later, low self-esteem and economic impoverishment.


Each year, the facilitators reach out to over 2,000 families.

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