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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Problem Tree

3 comments
"The problem tree is a visual problem-analysis tool that can be used by both field development staff and the community to specify and investigate the causes and effects of a problem and to highlight the relationships between them..."

It is "...a tool for the identification and analysis of the relevant causes of the main problems, which will later form the bases for formulating solutions and objectives for the communication strategy. A discussion of the causes can help to identify the segments of the community who are most affected and who should be specifically interested in participating in activities aimed at removing the causes of the problem. Remember that each cause of the problem is also a problem in its own right..."

"As the name implies, this tool resembles a tree. The roots of the tree, in the lower part of the drawing, metaphorically represent the causes of the main problem. The tree trunk at the centre of the drawing represents the main problem and the tree branches, on the upper side of the drawing, provide a visual representation of the effects of the main problem."


"The problem tree can be used in on-going projects as well as in the formulation of new development efforts with a community. In on-going projects, the problem tree is done at least twice. First it is done before going into the field, in order to assess clearly the project perception about the main problem and its causes. Then the problem tree is done with the community to assess if they have the same perceptions of the problem. Quite often the difference in the two perceptions constitutes one of the main obstacles towards the successful achievement of the projects' objectives.

The whole purpose of the problem tree is to define the main problems present in the community in order to analyse and prioritise their causes as the first step towards effective sustainable solutions. Probably the most important tool to keep in mind throughout this process is a single question or rather a single word: 'WHY?' It is amazing how this short word can generate unexpected insights, which greatly help in developing an effective communication strategy. Never be afraid of asking or wondering why something is happening, even if it seems obvious."

Click here to download a zipped PDF file (see pps. 122-123) from the FAO website for more information.
Source
SADC Centre of Communication for Development and Food and Agriculture Organization of the United Nations (FAO), 2004. "Participatory Rural Communication Appraisal, Starting with the People: A Handbook" Chapter II: Situation Analysis Framework in PRCA [zipped PDF], pps 23-24 and Chapter VII: PRCA toolbox, pps 122-123 - click here to download.

Comments

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Submitted by Anonymous (not verified) on Thu, 01/19/2006 - 00:20 Permalink

Excellent and to the point. I got what I needed. Kudos

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Submitted by Anonymous (not verified) on Thu, 02/23/2006 - 18:21 Permalink

I particularly valued (eventually) being linked to the whole document -- not just he problem tree. The FAO website was not easy to obtaint he full document from, however, and your clietns in developing countries might have difficulty as it was encessary to download a zip file to get the full document. This was not explained and not intuitive: I foudn it by a process of trial and error.

Editor's note: Many thanks for your comments. We have edited the text related to the link and hope that we have made this more clear.

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Submitted by Anonymous (not verified) on Thu, 09/14/2006 - 06:18 Permalink

The page is uselful and has provided me with more information on designing a communication strategy