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 cila.comminitcila.com and is linked with The CI Global site.
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Published 24 years ago
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BBC WST Leprosy Project - Radio Waves

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Summary

All India Radio still enjoys an effective monopoly, with 195 stations across the country broadcasting in 24 languages and 146 dialects.

As in the TV campaign, the BBC World Service Trust partnered and supported All India Radio teams in the five most leprosy-endemic states.

A total of 213 radio programmes were broadcast more than 6,000 times.

Thirty-six radio advertising spots were made in three languages: Hindi, Bengali and Oriya. They were then “transcreated” into 18 local dialects for broadcast by AIR sub-stations, making 136 spots altogether.

There were also 12 musical dramas made in main languages and dialects and an eight-part radio serial that told the true story of a young man in search of his mother who had been banished to a leprosy home when he was a young child.

Producers also conducted phone-in programmes and made special radio features on leprosy elimination in their states.

“We feel proud of our hard work,” said Dipankar Bhattacharjee, an AIR Calcutta producer assigned to the project. “I have started work as a government servant, but I have ended it with missionary zeal.”

For more information, please see The Drum Beat 133.