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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Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing

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  • William Smith and Doug McKenzie-Mohr
Published in 1999, this 176-page book details how to uncover the barriers that inhibit individuals from engaging in sustainable behaviours. It provides a set of "tools" that social science research has demonstrated to be effective in fostering and maintaining behaviour change. The guide also details how to design and evaluate programmes. The strategies detailed here, and the methods suggested in order to implement and evaluate them, form the basis of an emerging field that the authors refer to as "community-based social marketing" (CBSM). This book is a resource in this field, and might also guide those involved in designing public education programmes that seek to promote sustainable behaviour, from recycling and energy efficiency, to alternative transportation.

Visit The CBSM site to access this publication online.

(Note: you must submit a free registration in order to access these pages. After registering, click on "Guide" to read the book, chapter-by-chapter.)

Alternately, the book may be ordered in printed format for CA$17.95; US$14.95 from New Society. Click here to place an order.

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