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African development action with informed and engaged societies
Soul Beat Africa
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 lainiciativadecomunicacion.com and is linked with The CI Global site.
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Dawaran Shoubra (Shoubra Roundabout)

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Broadcast in Egypt in 2011, the Dawaran Shoubra (Shoubra Roundabout) television drama portrayed the lives of people living in Cairo's inner-city neighbourhood of Shoubra, exploring issues such as poverty and lack of opportunity, corruption and social injustice, and radicalisation and youth alienation. Produced by Egypt's Misr International Films with support from BBC Media Action, the television series is part of a wider project, Socially Responsible Media Platforms for the Arab World, which was launched in 2009.

Communication Strategies

Shoubra is a neighbourhood of both rich and poor, Muslims and Coptic Christians, providing a rich source of issues to explore through the drama's storylines. According to scriptwriter Amr A-Daly, inspiration for the stories came from the people of his own neighbourhood and their life stories. As well as being broadcast in Egypt, Dawaran Shoubra was subsequently broadcast on many pan-Arab channels worldwide. It is also available via web platforms, such as YouTube.

According to BBC Media Action, social drama is highly influential in the Arab world. Research shows that Egyptians watch on average four hours a day of television, with drama at the centre of their viewing schedule. Egyptians look to social drama for inspiration to resolve problems and dilemmas in their daily lives. It also offers them the opportunity to explore issues that are often considered taboo.

Click here to view a BBC video about the drama series.

Development Issues

Conflict, Tolerance, Rights

Key Points

Dawaran Shoubra was recognised by Egypt's media industry and voted one of three best series in 2011 by TV critics. According to BBC Media Action research:

  • 62% (of respondents who had seen all or some of the series) said that the programme tackled issues that resonate with them personally.
  • Almost 70% said the show dealt with issues that other series do not.
  • 55% said the series had prompted them to talk about a number of issues among friends or family.
Partners

BBC Media Action, Misr International Films

Sources

BBC Media Action website on December 7 2012.