Social Change
Social change action with informed and engaged societies
Social Change
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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Making Change: Lessons Learned from Social Mobilisation Campaigns (SMCs) in Malawi

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Summary
  • 7 years of SMC activities in Malawi
  • Covering every district in the country
  • Working with every cultural, tribal, and religious grouping
  • Education sector for girls' access and retention and educational quality
  • Health sector for action against HIV/AIDS



Key Components

A Conceptual Model for Social Mobilisation Campaigns

  • Research and Verification
  • Field Worker Training
  • Village-based Initiatives
  • Community-based Sensitisation



Conceptualisation and Design

  • Be flexible and adjust when needed
  • The research component cannot be eliminated or ownership is not accepted
  • A variety of interventions reach more diverse groups and helps to avoid monotony
  • Change within the determined framework keeps the campaign fresh



Methodology & Practice

  • Be transparent and establish accountability
  • Mobility and communication are essential to any major field-based project
  • Demonstrate honesty and respect
  • Allow communities to identify "special" target groups



Participation

  • Don't be extractive with research findings
  • People are receptive to dialogue and involvement
  • An attempt to follow cultural practices increases respect and acceptance
  • Be non-judgmental when discovering and discussing attitudes and behaviors
  • Give praise freely and show an interest and pride in even the smallest of impacts/changes
  • Be non-judgmental when discovering and discussing attitudes and behaviors



Sustainability

  • Work within established structures
  • Project staff must "set the stage" regarding commitment, work ethic, and professionalism
  • Project Outreach Diaries helped to keep records of interesting/unique activities
  • Continuous monitering is essential, at all times, at all levels, by all concerned
  • Live what you are promoting




Janet L. Robb, Director

Education, Mobilisation and Communication Division

CREATIVE ASSOCIATIONS INTERNATIONAL, INC.

janet@cai-dc.com

Tel: 202-966-5804 Fax: 202-363-4771