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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CLEAN-India

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Launched in 1996 by the non-governmental organisation (NGO) Development Alternatives (DA), the Community Led Environment Action Network (CLEAN)-India is a nationwide environmental assessment, awareness, advocacy, and action programme spearheaded by school students. From a small group of teachers and students (a nucleus of 2 teachers and 4 students per school) of about 10 schools in Delhi, the action force has gained momentum and has taken root in 78 other towns and cities. The primary objectives of the CLEAN-India programme are to:
  • Systematically assess and document the environmental quality of all major towns and cities in India;
  • Generate awareness among citizens, decision-makers, and other stakeholders in society on the causes of environmental problems, and to propose possible ameliorative actions;
  • Establish a vibrant network of schools, welfare associations, NGOs, the media, the corporate sector, scientific institutions, district administrations, and local government for advocacy and policy change; and
  • Mobilise communities to undertake environmental improvement actions at the local level.
Communication Strategies

The CLEAN-India programme aims to mobilise community responsibility for environment assessment and improvement by drawing on the enthusiasm, conviction and dedication of young people. These students make their voices heard, communicate their concerns, and translate their vision into action for a cleaner environment through projects that engage individuals, households, and communities.

CLEAN-India draws largely on interpersonal communication and information to spark interest and action amongst students, providing them with productive and fun opportunities to understand and improve the environment. The programme envisages learning through community service and scientific investigation, to the end of fostering life-long habits of active citizenship and environmental stewardship. Specific activities include:

  1. Systematic environmental quality assessment - Students of member schools are trained on scientific skills for monitoring the quality of the environment, which is carried out using DA-designed field-based kits called Jal-TARA (for testing water quality) and Pawan-TARA (for testing air quality). These tools enable students to put into practice in real-life conditions the theoretical aspects of chemistry that are learnt in the classroom. Similarly, systematic plans for monitoring other environmental attributes are being developed.
  2. Generation of awareness - Following the assessment process, if students detect a problem, they actively campaign to further spread awareness in their own school, neighbouring communities, and nearby schools. (CLEAN provides them with equipment, technical expertise, manuals, and other kinds of support). Whether the medium is creative street plays, public hearings, rallies, door-to-door signature campaigns, exhibitions, or competitions, students develop ways to communicate the data they have gathered - to both fellow community members as well as to local authorities/Pollution Control Boards. The goal of these youth-generated campaigns, which are designed to be of local relevance, is to educate local communities and stimulate a change in their attitudes about irresponsible activities such as using polybags, making "immersing idols" with non-environmentally-friendly materials, bursting crackers during festivals like Diwali, and using toxic colours during the Holi festival.
  3. Advocacy - Emphasis is placed on involving students and NGOs in efforts to convince civic agencies to take action against the degradation of their cities' environment. This process involves encouraging local authorities to bring about changes in policy, and to file Public Interest Litigations (PIL). It is hoped that best management practices designed to improve environmental quality will emerge, and be put into place.
  4. Community-initiated action for environmental improvement - Depending on the local problems, students and community members initiate various programmes such as solid waste management including vermicomposting, tree plantation, creation of herb corners, energy conservation, paper recycling, stream cleaning, simple water treatment methods, and rain water harvesting.


To cite one example of this process "in action", in early 2007 a class of 45 students in a suburban school in Pune, India, began scouring Pune's busiest highways, bodies of water, public taps, and civic water pipelines. Armed with monitoring kits, they tested 14 parameters for water quality and marked off levels of physical, biological, and chemical components. Similar air-testing kits were used to monitor suspended particulate matter, sulfur dioxide, and nitrogen oxides. The results from both monitoring exercises were sent to DA's TARA laboratory on the outskirts of New Delhi. Using the data gleaned from this evaluation, the students interact with decision makers to act as catalysts for change. According to organisers, "[t]hey will not rest until their voices are heard and remedial action is taken." In addition, these same students undertook a project in which they asked their parents to engage with them in collecting garbage for one week, segregating it meticulously, and then bringing it to school. As a result, the school now has a miniature worm composting (vermiculture) pit, a lush row of plants fed on what it churns out, parents whose kitchen waste is regularly put to good use, and a group of students who "stride about officiously after class hours to check if anybody has left behind any litter."

Networking is also a key strategy. In participating towns, NGOs have formed networks from schools to communities, townships, districts, states, and regions, fostering cooperation and community action. The CLEAN-India website, with its forum, resources, findings, action ideas, and details about CLEAN projects, is one tool for fostering this collaboration. The website is also geared toward participating youth, and includes such features as an "enviro quiz" and details about contests in which they may take part.

Development Issues

Environment, Youth.

Partners

Funding has been provided by the European Commission, with technical support from the Central Pollution Control Board (CPCB).

Teaser Image
http://www.cleanindia.org/image/prog_rally.jpg