African development action with informed and engaged societies
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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Cultural Indicator Tree Model

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One aspect of undertaking change is to have a clear understanding of an organisation's or a community's culture. Culture can be defined as "the way we do things around here," the unwritten rules of what constitutes intelligent behaviour in an organisation or community.

In this model, based on the visual image of a tree, the leaves provide a visible indicator of an organisation's or community's culture. The trunk and branches indicate the unwritten expectations, values and norms. The roots are core beliefs and commonly held assumptions.