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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Aligning with Local Cultures to End Female Genital Mutilation/ Cutting

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Summary

"Information and dialogue concerning human rights can lead a community to question certain behaviours and propel it towards self-directed change."

This is one of the lessons learned shared in this 28-page booklet, which discusses how efforts to end female genital mutilation/cutting (FGM/C) will be most successful when approaches that are respectful and sensitive of local culture are used, while also recognising that such traditions are deeply entrenched social norms. As stated in the report, "[t]he most successful approaches to FGM/C use facts and human rights principles to empower communities to decide for themselves to abandon the practice." A key factor of success that has been identified is to stimulate a shift in social norms in both the local community and in its networks of intra-marrying communities. Based on examples from Senegal, Kenya, and Sudan, this booklet, published by the United Nations Population Fund (UNFPA) - United Nations Children's Fund (UNICEF) Joint Programme on Female Genital Mutilation/Cutting, outlines different ways in which this shift can occur.

The booklet discusses the experience of Tostan in Senegal, which initially relied on Senegal's oral tradition - including songs, dance, poetry, and theatre - to provide knowledge about hygiene, health, literacy, problem-solving, human rights, and democracy. Village women themselves raised the issue of FGM/C during community discussions, and the community took the lead in facilitating dialogues and awareness among themselves and in neighbouring villages. "Over the last sixteen years, three elements - empowering education that fosters in-depth dialogue, organized diffusion of information by participants to their social networks, and collective public declarations - have formed the basis of Tostan's work on FGM/C." Public declarations of abandonment, held at the same time in networks of villages, are cited as a key success factor.

In Kenya, as in Senegal, another key success factor identified is openly discussing and debating the issue within the community. In parts of the country where FGM/C is associated with coming-of-age ceremonies, organisations such as Maendeleo Ya Wanawake are promoting new rituals and practices to replace old ones, without the cutting. "During a week in seclusion, girls entering puberty learn about reproductive health, including HIV and the effects of FGM/C, communication and other 'life skills', children's rights, the culture of their people, and family relations. This is followed by the traditional ceremonies and gift-giving." Engaging village leaders, such as the Council of Elders in Kenya, as well as parents, is considered to be vital to ensuring buy-in. "Alternative rites of passage have been used since the 1980s to discourage FGM/C, said Ms. Gachanja [a programme analyst in the UNFPA Kenya office]. But they are now proving more successful because the entire community is involved in the process from the beginning, and ends with a public pledge."

According to the booklet, with support from UNICEF, the Government of Sudan endorsed a strategy to end FGM/C within a generation. This strategy used the same public dialogue and declarations as elsewhere, but also more directly addressed deep cultural challenges. For example, prior to the intervention, there was no positive word in the local Sudanese Arabic language to denote a person who had not been cut. Coming up with this word was the first step in developing messaging for the planned campaign. The chosen word was "saleema", meaning "whole, intact, healthy in mind and body, unharmed, pristine - in perfect, God-given condition. 'Saleema', which had the advantage of also being a women's name, thus became the centrepiece of a national social marketing campaign that was officially launched in 2010." This mobilisation campaign included promotional products, television, music, billboards, and celebrity and community role models.

While the progress to date is encouraging, the booklet concludes with calls for even more action, including research, to better understand and eventually end FGM/C.

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