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. 

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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Talking Drum Studio

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In 1997, Search for Common Ground (SFCG) in Liberia, in association with European Centre for Common Ground (EEG) and Common Ground Productions (CGP), opened a radio production facility in Monrovia, Liberia. Initially focused on election education and polling procedures, Talking Drum Studio - Liberia (TDS-L) produces original programming in an effort to help reduce conflict in West Africa. TDS-L aims to reduce political and ethnic violence - stressing themes of peace, reconciliation, and democratisation. The Community Services Unit, a community outreach programme working in partnership with the studio, works on the local level.
Communication Strategies

Programming includes a regular 1/2-hour news programme, roundtable forums, and dramatisations that are also performed as street theatre. Broadcast materials receive more than 30 hours per week of airplay on 17 Liberian and international radio stations. The BBC plays TDS news features on its Africa Service programme, Network Africa. Staff associated with the Community Services Unit recognise problems on the local level and intervene with a variety of tools, ranging from mediation to trainings to soccer tournaments. In 2000, SFCG opened a second Talking Drum Studio, in Sierra Leone.

One area of particular focus is children's programming. Liberian children produce Golden Kids News and Children's World for children; adult TDS-L staff serve as trainers and mentors.

TDS-L also promotes AIDS prevention in Liberia and then mentors TDS-SL to do the same in Sierra Leone. After staff attended trainings in Washington, DC (United States), TDS-L teamed up with the National AIDS Control Program to design a campaign that has, to date, included billboards with HIV/AIDS messages in three locations in Monrovia and nine public service announcements. The Community Services Unit staff distributed t-shirts and over 6,000 condoms at various events.

Finally, TDS-L inspired local broadcasters and newspapers in Liberia to form Media Against Conflict (MAC), a collaborative project to use the media to help resolve conflicts and address challenging national issues.

Development Issues

Conflict, Democracy and Governance, HIV/AIDS, Children.

Key Points

Talking Drum Studio aims to reduce political and ethnic violence, stressing themes of peace, reconciliation, and democratisation. Radio is used to promote dialogue among polarised groups. One way this is achieved is by ensuring that the production facility employs journalists of different ethnic backgrounds. According to its founder, CGP, TDS-L has a 90% listenership among Liberians.

In 2001, the Independent News newspaper recognised TDS-L's contribution to building peace in Liberia by awarding the programme its "Media Institution of the Year" honour.

Partners

Talking Drum Studio - Sierra Leone, European Centre for Common Ground ECCG), Common Ground Productions, Search for Common Ground, National AIDS Control Program.

Sources

Document provided by ICHR/RP to The Communication Initiative; and TDS-L page on SCG website, November 10 2009 and November 8 2010.

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