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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Published 24 years ago
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Impact Data - Al Manaahil - Jordan

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Methodologies
  • A total of 1,300 tests were administered to children in 13 different schools, in grades 1-4 in 1986 and 1987. The schools spanned urban and rural areas and served both middle- and low-income groups. Those tested in 1986 (prior to the programme's broadcast) were the control group, while those tested in 1987 (after the programme's broadcast) were the experimental group
  • 86 adult illiterates were tested
  • 173 faculty members and parents responded to a general questionnaire regarding familiarity with and viewing of Al Manaahil
Knowledge Shifts
The programme had a positive impact on children's reading skills. The positive findings were replicated in Government schools, United Nations schools, and private schools. The findings were similar for boys and girls.
Access
  • The majority of children who participated in the testing programme reported that they watched the Al Manaahil programme and liked it.
  • 40% of the adult illiterates involved in the evaluation reported that they watched the programmes on a regular basis; this group performed better than a group of 28 adults who did not watch the series at all.
Source
"The Use of Mainstream Media to Encourage Social Responsibility: The International Experience" - The Henry J. Kaiser Family Foundation - Prepared by: Jennifer Daves and Liza Nickerson - The Media Project.