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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Rural Development: Putting the Last First

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Author Robert Chambers writes about two opposing approaches to rural development: either academic - taking a critical, pessimistic view, or practitioner - actively engaged and optimistic. To replace and improve these views which he considers 'top-down’ outsider views, Chambers argues for learning the values of the economically poor, rural people and proposes a range of actions, approaches, and methods for 'outsiders' to change the ways they learn about rural people and their conditions - methods such as Rapid Rural Appraisal, which are participatory and cost-effective ways of learning about what is valuable to the economically poor.

He proposes a new approach to development as a profession, which starts from the realities, knowledge, resources, technologies and places of economically poor, rural people and works with rural knowledge, farming practices, abilities and experiments. It recognises deprivation as a trap with five linked clusters of disadvantage: not only poverty, but also physical weakness, isolation, vulnerability, and powerlessness.

Chambers suggests a focus on sitting with and asking questions of local people as a basis for learning indigenous knowledge and local ways of communicating. Further, he suggests carrying out joint research and development with local people; learning by working with economically poor people in their daily routines, especially in agriculture; empowering people to make decisions about control of their resources; and changing development project management and communication practices and reducing the turnover of staff.

Chambers concludes that ‘[b]y changing what they do, people move societies in new directions and they themselves change. Big simple solutions are tempting but full of risks. For most outsiders, the soundest and best way forward is through innumerable small steps and tiny pushes, putting the last first not once but again and again and again. Many small reversals then support each other and together build up towards a greater movement.’

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256