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. 

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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Look like a Hero: Mask Up!

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Created by the University of Maryland's student group Public Health without Borders, “Look Like a Hero: Mask Up” is a public service announcement (PSA) designed to encourage and normalize the mask wearing among elementary school aged children. In an effort to improve attitudes, the PSA describes mask usage based on the World Health Organization’s recommendations. It offers age appropriate information on the importance of mask wearing and how to properly put on and take off one’s mask.

The PSA also shows easy ways to make and fun ways to embellish a mask. Due to the COVID-19 pandemic, it is strongly recommended and sometimes mandatory to wear a mask in public spaces; there is controversy over this practice and parents may have trouble convincing their children to regularly and properly wear face masks.The PSA's goal is to demonstrate that mask wearing does not restrict, confine, or prohibit fun. Featured children model how they can enjoy playful and physical activities, like riding a bike and jumping on a trampoline, while also taking preventative public health measures.

The cohesive and appealing theme of “heroes wear masks” runs through the PSA, and introduces illustrator/author Peter Reynold's animated mask-wearing character Mighty Max.

https://www.youtube.com/watch?v=s0UpOV_9llc&t=21s