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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Basic Guide to the Positive Deviance (PD) Approach

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SummaryText

This guide is written to explain the Positive Deviance (PD) approach, which seeks to identify and optimise existing successful solutions or strategies within a community or organisation in order to solve problems that require behaviour and social change.

From the Guide: "This short basic guide is intended to orient newcomers to the PD approach by providing a brief description of the guiding principles, methodology and process that has made PD informed projects successful.

Its brevity and simplicity is meant to invite curious and intrepid implementers who face complex problems requiring behavior and social change, to venture out to help the community seek solutions that exist right now in the community and leverage them to the benefit of all members of the community."

Among its topics are the following:

  • When to Use Positive Deviance
  • Guiding Principles of Positive Deviance Approach
  • Characteristics of the PD Process
  • Tips for PD Facilitation
  • “Let go of control - You go fast by going slow”
  • PD Facilitation: the Art of Asking Questions
  • Useful Definitions for the Positive Deviance Course for Practitioners
  • Basic Steps Carried Out by the Community
  • Sample PD Inquiry Tools
Publication Date
Number of Pages

27

Source

The Positive Deviance Initiative website, accessed on October 27 2009.