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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PPS Calendar 2005

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The purpose of this project was to enable students at the De La Bat School for the Deaf in Worcester, Western Cape, South Africa, to express themselves artistically on the topic, “What I would like to be when I grow up.” Thirty-six learners participated in a competition in which 12 winners were selected and featured in a calendar that was published by the Professional Provident Society (PPS) Insurance Company Ltd. (an insurance provided exclusively to graduate professionals) and distributed free to their members. The purpose of the project was to give physically challenged students the opportunity to showcase their creative talent and be recognised for their visions of the future.
Communication Strategies

Celebrating the work of the participants is an empowerment strategy that is designed to build participants' self-esteem and confidence. Learners were asked to portray their potential and favourite occupation in their paintings; the strategy here involved encouraging them to be ambitious about their future endeavours and to build confidence, despite physical challenges. The organisers hoped that by publishing the children’s work, they would feel appreciated for their creative abilities, thus encouraging their participation in the future while helping them see that their physical challenge does not prohibit them from being productive and creative.

The programme also sought to build awareness about the De La Bat School for the Deaf. Founded in 1881, the school’s mission is to empower deaf people to reach their full potential through the provision of basic education, skills training, welfare services, spiritual support and mental health care. The distribution of the calendar will, it is hoped, provide De La Bat with exposure about their resources and facilities for deaf people.

Development Issues

Children, Youth, Rights.

Key Points

As part of the calendar, the winning students illustrated the following careers: artist, textile designer, astronomer, vet, pilot, doctor, nurse, ad designer for a cell phone company, fashion designer, beauty salon owner, and sports administrator.

Partners

The De La Bat School for the Deaf and the Professional Provident Society (PPS) Insurance Company Ltd.

Sources

Professional Profile PPS Magazine (PDF) on January 26 2005.