The Communication Initiative
Development action with informed and engaged societies
The Communication Initiative
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.
 
Co-founder Victoria Martin is pleased to see this work continue under Wits' leadership. Victoria knows that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction.
 
We honour the team and partners who sustained The CI for decades. Meanwhile, La Iniciativa de Comunicación (CILA) continues independently at cila.comminitcila.com and is linked with The CI Global site.
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Communication Support for Rural Development Campaigns

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Essential Elements

  1. Formulation of specific objectives aimed at solving a significant problem
  2. Focus on a few critically important messages
  3. Expression of messages in an attention holding way so that audience will remember them
  4. Use of a variety of communication channels to reach audience
  5. Repetition of messages over a sustained period of time
  6. Messages not only inform but also motivate people to take action
  7. The entire process is carefully planned
  8. Each element is tested to make sure that it will produce the desired results before full scale implementation
  9. Systematic monitoring and evaluation
  10. The effort is conducted by a team and administered by a single manager

Source
Guidelines for Planning Communication Support for Rural Development Campaigns. Assifi and French, UNDP Asia, 1986.

Comments

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Submitted by Anonymous (not verified) on Fri, 12/10/2004 - 07:25 Permalink

Empathy

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Submitted by Anonymous (not verified) on Fri, 12/10/2004 - 07:25 Permalink

Empathy

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Submitted by Anonymous (not verified) on Sun, 10/09/2005 - 02:48 Permalink

Hi, I have been working with groups of people (mainly poor) in Indonesia. herewith my email address: Saleh Abdullah

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Submitted by Anonymous (not verified) on Mon, 02/23/2009 - 06:11 Permalink

hi..m really hepld by using ths page...it helps alot in my studies regarding mass communication n journalism..thnx alot:)

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Submitted by Anonymous (not verified) on Thu, 04/17/2008 - 09:28 Permalink

we should make the best condition of rural areas and provide all facilities of life