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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Chumo - Film

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Launched in Tanzania in May 2011, Chumo is film that weaves malaria messages into a story of love, ambition, and determination. The film was produced by Media for Development International (MFDI) and directed by Jordan Riber for the Communication and Malaria Initiative in Tanzania (COMMIT) initiative, which is working to promote positive behaviour change around malaria control and prevention in Tanzania. COMMIT is led by the Johns Hopkins Bloomberg School of Public Health Center for Communication Programs (CCP) and funded by the United States Agency for International Development and the President's Malaria Initiative (PMI) project.
Communication Strategies

Chumo follows the story of Juma, Amina, and Yustus. Juma is an economically poor fisherman who loves telling tales. Amina is the girl who loves to hear his stories. They long to be together, but Amina's father, Ali, wants a better life for her. Ali finds this in Yustus, a rich but self-serving young suitor. Juma must put everything on the line to save their love, but he must sacrifice more than he bargained for in order to succeed. Malaria prevention during pregnancy is communicated through the dramatic story of the "star-crossed lovers."

The film was shot over a period of twelve days in Buyuni village, on the coast south of Dar es Salaam. Additional footage was shot in the waters off the coast and at MFDI studios in Dar es Salaam. The film premiered in the United States at the Pan-African Film Festival in February 2011 in the Short Narrative category. It was awarded Best Short Narrative and Best of Projections (best film) at the Northwest Projections festival in April 2011.

Development Issues

Malaria

Key Points

COMMIT supports the National Malaria Control Program in Tanzania by implementing a comprehensive strategy for behaviour change and communication in the prevention and case management of malaria. COMMIT specifically focuses on malaria prevention and treatment through the consistent use of nets, malaria detection and case management, and indoor residual spraying.

Partners

Media for Development International (MFDI), John's Hopkins Bloomberg School of Public Health Center for Communication Programs (CCP), United States Agency for International Development, and President's Malaria Initiative.

Sources

Center for Communications Programs website and MFDI website - both accessed on May 27 2011.