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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Stopping Antimicrobial Resistance (AMR): Untangling and grappling with the complex socio-behavioural communication and policy challenges of a truly wicked problem

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Summary:
Antimicrobials, especially antibiotics, are the bedrock of modern medicine and perhaps the single most important commodity for securing the health and productivity of millions of people around the world. However, the overuse and misuse of antimicrobials in human and veterinary medicine, as well as, in agriculture and food production, has rendered even the antimicrobials of last resort ineffective. A problem of truly epic scale Antimicrobial Resistance (AMR), i.e. the emergence and spread of drug-resistant pathogens -- threatens to kill, by 2050, an estimated 10 million people annually and result in a $ 100 trillion loss in global GDP. A post-antibiotic era, when even the simplest of infections would be rendered untreatable, is very real and unfolding day by day. A rapid desk review of current AMR socio-behavioural and communication research, including analyses of various SBCC-driven AMR interventions and policies, have identified that: Although the current framing of the AMR problem has gained some political traction and achieved remarkable successes among the HICs, it is unlikely to impact LMICs in any meaningful manner and a re-framing of the issue is urgently required AMR needs to be understood as a super-wicked problem, and that current SBCC approaches, the available/on-going AMR socio-behavioural research, and the present communication partnership arrangements to stop AMR, will need to be dramatically expanded in scope, scale, and depth, to avert a post-antibiotic era. It may also be useful to explore and harness the potential of Complexity Science, Artificial Intelligence, Big Data Analytics, and Machine Learning, for tackling AMR.

Background/Objectives:
Antimicrobials, especially antibiotics, are the bedrock of modern medicine and for securing the health of millions of people. However, the overuse and misuse of antimicrobials in human and veterinary medicine, as well as, in agriculture and food production, has rendered even the antimicrobials of last resort ineffective. The proposed session will present a big picture critique of the AMR risk management and communication policy landscape; highlight the complex socio-behavioural challenges impeding efforts to prevent the emergence and spread of drug-resistant pathogens; and elicit ideas on new SBCC approaches and partnerships that can catalyse rapid transformational change at a global level.

Description of the Big Idea/Experience/Innovation and Its Importance to the SBCC Field:
The emergence and spread of AMR are largely driven by human actions and behaviours. Today, nearly 700,000 people die each year of drug-resistant infections; and it is estimated, that by 2050, AMR will kill 10 million people annually and result in a $ 100 trillion loss in global GDP. The threat of a post-antibiotic era, when even the simplest of infections would be rendered untreatable, is unfolding day by day. Based on personal experience as a policy advocacy and SBCC practitioner, and a rapid purposive desk review of current AMR research, systematic reviews, key reports from WHO, FAO, OIE, the Wellcome Trust, LSHTM, the World Bank, CDC and selected peer-reviewed journal articles, the proposed session aims to: Argue that although the current framing of the AMR problem has gained some political traction and successes among HICs, it is unlikely to impact LMICs in any meaningful manner and a re-framing of the issue is urgently required. Make the case that AMR needs to be understood as a super-wicked problem, and that current SBCC approaches, the available/on-going AMR socio-behavioural research, and the present communication partnership arrangements, all need to be dramatically expanded in scope, scale, and depth to avert a post-antibiotic era.

Discussion/Implications for the Field:
The session is expected to challenge current SBCC thinking among practitioners/researchers, and generate discussions around: Is framing AMR as a wicked problem appropriate? Does it improve our analysis or help design more effective interventions? Are current SBCC approaches, frameworks, and tools sufficient for tackling AMR? What new socio-behavioural research and mechanisms for data sharing/uptake are required to influence policy for tackling AMR effectively? In what way can emerging technologies such as Artificial intelligence, Big Data Analytics, and Machine Learning help tackle AMR? What new skills, knowledge, and expertise should SBCC practitioners seek to acquire for grappling with wicked problems?

Abstract submitted by:
Satyajit Sarkar
Source
Approved abstract for the postponed 2020 SBCC Summit in Marrakech, Morocco. Provided by the International Steering Committee for the Summit. Image credit: Richard Nyberg, USAID via Flickr (CC BY-NC 2.0)