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.
 
Co-founder Victoria Martin is pleased to see this work continue under Wits' leadership. Victoria knows that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction.
 
We honour the team and partners who sustained The CI for decades. Meanwhile, La Iniciativa de Comunicación (CILA) continues independently at lainiciativadecomunicacion.com and is linked with The CI Global site.
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Monster Network

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This is a multi-platform initiative that promotes the development of skills for safe and beneficial use of information and communication technology (ICT) amongst children between 3 and 7 years of age. It also seeks to provide opportunities for mothers, fathers, caregivers, and educators to engage in a conversation with children about technology, its safe use, and its possibilities.

 

Through stories, animation, documentaries, and interactive tools, Monster Network invites people to discover the possibilities offered by the digital world through Abelardo, Elmo, Lola, and Pancho, traditional Muppets on Sesame Street, and their new friends: Chip, owner of an internet cafe, and Gina the Hen, an expert in new technologies.

 

The content, distributed through television and digital platforms, presents educational messages that promote skill development and help children to advance their socio-affective and technological development, while promoting management of emotions and social responsibility. Monster Network is an initiative of Sesame Workshop, the Strategy in ICT Trust of the Ministry of Information Technologies and Communications (MINTIC), and Canal Tr3ce, with the support of the Colombian Institute of Family Welfare (ICBF).

Communication Strategies

The project is based on a curriculum designed to reflect current learning needs for the appropriation of new technologies for Colombian children. The educational objectives were identified by local experts with the support of MINTIC and representatives from numerous governmental and non-governmental organisations linked to children. These objectives served as a guide for curriculum development that takes into account as priority goals: participation, problem solving, self-regulation, safe use of ICT, and learning.

 

Components:

  • A public awareness campaign that includes 8 public service announcements (PSAs) on safe uses of technology
  • A television series. 26 episodes of 12-minute broadcasts on Channel 13, which include animations, songs, and documentary segments
  • A digital platform featuring videos, songs, stories, games online, lectures, and tutorials, among other multimedia content
  • Two digital games
  • A book to colour
  • An e-book
  • Guide for Parents and Educators [PDF format]
  • A video introduction to the materials.
Development Issues

Children, Rights, New Technologies, Education.

Key Points

Monster Network was nominated in 2014 for an Emmy Kids Awards in the category 'Best series for preschoolers', with audiovisual projects in Argentina, Australia, Brazil, Canada, Chile, France, Germany, Japan, Spain, Sweden, South Korea, Netherlands, New Zealand, Norway, Pakistan, and the United Kingdom.

 

Partners

MINTIC, Sesame Street, Canal Tr3ce, Colombian Institute of Family Welfare (ICBF)

Sources

Monster Network website, April 7 2015.