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.
 
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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PRODERITH II, Rural Communication System - Mexico

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The Programme of Integrated Rural Development in the Tropical Wetlands ( PRODERITH) had two stages. The first pilot programme ran from 1978-1984. The second ran from 1986 - 1995. PRODERITH II expanded the function of Rural Communication Units by decentralizing community planning and implementation of community action. PRODERITH II covered intensive work with over 90,000 families in nine project areas. The communication systems were transferred from specialised Field Units to trained individuals and teams within the communities.
Communication Strategies

PRODERITH II was committed to promoting community members as protagonists in their own development, ultimately without assistance and support from outside. Through training workshops for community members, it "created a capacity within rural communities to identify communication networks & needs, and to make use of video materials and sound systems."
Development Issues

Increasing agricultural production and productivity in the tropics, improving the living and working conditions of peasants (including basic arithmetic, purification of drinking water, food and nutrition, children's diseases, the social and political role of women), and conserving natural resources.
Key Points

Held training sessions with peasants in communities on presentation, use, and production of materials to be used to stimulate and deepen debate within a community about some aspect of their situation or their production systems. When peasants returned home, they became a "Communication Committee" within their community. Expanded the use of media to include not only video recording and playback but also audio and any other appropriate media. Ultimately supported the creation of essential central physical spaces within communities for gathering, viewing and discussing community issues.
Partners



Secretariat for Agriculture and Water Resources; Mexico, Food and Agriculture Organisation of the United Nations.

Sources

Fraser, Colin & Sonia Restrepo-Estrada (1998) Communicating for Development: Human Change for Survival, London, I.B. Tauris