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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Supporting Voluntary Farmers Associations

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Between 2001 and 2003, 5 Voluntary Farmers Associations (VFAs) were set up in Turkmenistan to encourage private farmers to cooperate and provide each other with mutual support and knowledge-sharing. The United Kingdom (UK)-based organisation Insight was invited to carry out a participatory video project aimed at strengthening and supporting the VFA structure. The idea was that - by using video to explain the aims and objectives of the farmers' associations in a clear way to local and national policymakers, researchers and international donors - farmers themselves could promote the concept of farmer-led innovation and gain support for the VFAs. This process was also designed to help villagers identify challenges and opportunities for development and to explore ideas for the future.
Communication Strategies

The approach was to use participatory video to enable members from 2 of the VFAs to communicate what was involved in setting up such an association and what they regarded as the challenges and benefits of the process. Field work lasted a total of 10 days, 5 days in each community (3 female trainees who had taken part in one of Insight's participatory video training workshops in the city joined the team in order to gain experience with facilitating participatory video in a community setting). Over 40 people had the opportunity to use the camera and be directly involved in the process. Participatory video was combined with Participatory Rural Appraisal (PRA) exercises such as community mapping and Action Search to enable members to find local solutions to problems, to help develop consensus amongst members, and to create a joint vision for the future.

The resulting film was edited in the UK; organisers then returned within a month and showed it to the communities concerned first to find out what changes they wanted made. The final edited film was used as a workshop tool in a number of different villages to enable a farmer-to-farmer exchange of innovations and knowledge and to help spread the concept of VFAs. According to Insight, "the villagers could identify with the video messages made by people in a similar situation to themselves." Copies of the video were left with key people in the villages and with local video-lending shops. In addition, the film was shown to international donor organisations and policymakers as an advocacy tool (to attract support to continue the spread of VFAs among other villages). Specifically, a screening of the film was arranged at the British Ambassador's residence in Ashgabat, the capital of Turkmenistan; in attendance were 30 guests including high-level representatives from a number of international donor agencies, embassies and local organisations active in the agricultural sector.

Development Issues

Agriculture.

Key Points

According to Insight, Turkmenistan's move away from collective farming towards private, market-oriented farming had left a void in the agricultural sector. Insight explains that, in working with villagers, it became clear that one of their key problems was lack of knowledge among farmers who previously worked for the state farm and now found themselves responsible for making their own farming decisions. They emphasised the need to learn from more experienced local farmers. VFA members "were quick to appreciate the potential for video to record and disseminate various kinds of knowledge more widely", giving less experienced farmers the chance to learn from village "experts", innovators and keepers of traditional knowledge. "Within a very short time, they were already planning and shooting their own short training films, showing tools they had developed, explaining how they were made, giving tips and advice on how to care for particular plants, and so on."

The day after the film screening at the British Ambassador's residence, the Organisation for Security and Cooperation in Europe (OSCE) invited Insight to take part in a discussion group where plans were made to develop a microfinance scheme in these and other farming communities. This was largely motivated by a short film made by one of the young men in the village about greenhouses, and the benefits and difficulties of raising the capital to build one when you are a young farmer.

Partners

VFAs were set up with extensive support from the EU (European Union) Technical Assistance for the Commonwealth of Independent States (TACIS) programme. Funding for the Insight project was provided by the British Embassy in Ashgabat.

Sources

Email from Chris Lunch to The Communication Initiative on June 2 2006.