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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Democracia Activa - Peru (DAP)

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The Democracia Activa - Peru programme (DAP), with technical input from C-Change, applies social and behaviour change communication (SBCC) principles to increase Peruvians' trust and comfort in democratic participation. DAP works with local partners to implement a targeted communication campaign that combines creative messaging, social mobilisation, and electronic networking to increase citizen participation in democratic processes and instil trust in democratic systems and institutions. Working through government partners, civil society organisations, and media outlets, DAP focuses on youth ages 18-35.

Communication Strategies

Prior to local/regional and national elections in 2010-11, the programme worked to focus voters' attention on key policy issues by disseminating information on local, regional, and national issues. DAP helped the Government of Peru design its Voto Informado (Informed Vote) campaign which, as of March 2011, was supported by: Twitter, Facebook, RSS feeds, and YouTube. To strengthen its social mobilisation and web-based efforts, DAP launched media interventions - Se Buscan Peruanos que no se Dejen Mecer (Wanted: Peruvians Who Don’t Give Up) and Agua que Hace Decir la Verdad (Water that Makes You Tell the Truth) - through a variety of channels (print materials, online videos, radio spots, and a web platform) to generate enthusiasm to focus on the primary objective of increased democratic participation. DAP also launched an automated phone system that allows callers to compare candidates.

 

One of DAP's strategies is in-person events that use an entertainment-education strategy. From March 24 to April 3 2011, DAP was part of a citizen fair initiative in Junin, Peru, the goal of which was to encourage citizens, especially youth, to cast informed votes in the April 11 national election and hold politicians accountable. Activities included: seminars on democracy and elections; live televised debates by congressional candidates; and information kiosks in plazas, university campuses, and other busy locations. With assistance from local implementing partners, citizen fairs were held, where hundreds received information in the course of enjoying games and other entertainment. According to organisers, "[i]nformation and excitement spread at a musical festival in Arequipa, parades in Ayacucho and Junín, cultural festivals in Cusco and Junín, and a democracy party in San Martín."

 

The DAP website invites citizens to ask questions, get involved, connect with each other, and spread the word about democracy in their communities through an engaging online platform. Through the website, forums, and a blog, the online platform is designed to help DAP build a nationwide network of advocates and representatives that carry the programme's messages throughout the country.

Development Issues

Democracy and Governance.

Partners

C-Change, FHI360.

Sources

Email from Sarah Meyanathan to The Communication Initiative on September 9 2011; and C-Change website, July 31 2012.