Health 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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Bridging the Rural Digital Divide (BRDD)

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Implemented by the Food and Agriculture Organization of the United Nations (FAO), governments, and other international agencies, Bridging the Rural Digital Divide (BRDD) uses interactive information and communication technologies (ICTs) to highlight innovative approaches to reducing poverty and hunger. The Programme addresses the first Millennium Development Goal (MDG) and the Plan of Action of the World Summit on the Information Society (WSIS), which undertakes to build a people-centred, inclusive and development-oriented Information Society. BRDD was launched at the first phase of WSIS (Geneva, December 2003); one of its primary goals is to establish networks and communities of practice in information and communication for development (ICD) and for exchange of information on agriculture and rural development. Key stakeholders in the programme include rural communities and households, rural service providers, and policy-makers and their advisers - worldwide.
Communication Strategies
The BRDD programme draws on "Livelihoods Approaches" to sustainable development - guidelines that focus on a people-centred, holistic analysis of the diverse and dynamic needs and assets of all stakeholders. A core strategy involves supporting links from macro level (policies and institutions) to micro level (communities and individuals). Click here to read about the full policy framework, including "adapting content to local context" and the other elements of the approach. In short, hunger and poverty are addressed through participation and collaboration - facilitated by the use of ICTs.

BRDD is centred around online knowledge exchanges that are designed to increase the availability of information content related to rural areas in digital form. The central platform for these exchanges is the BRDD website. Launched at the second phase of the WSIS in November 2005, this site (in Arabic, Chinese, English, French, and Spanish) offers various resources, including the policy framework referenced above as well as descriptions of a range of ICD approaches and links to international ICD communities of practice. The website is interactive; people or organisations involved in "bridging the rural digital divide" are actively encouraged to submit examples of their own experiences in ICD in support of rural livelihoods. These case studies offer specific examples of how generic approaches discussed on the website have been implemented by stakeholders throughout the developing world. They offer experiences and lessons learned for stakeholders to draw on, and to integrate successful practices into their own activities related to information exchange and communication.

To support long-term efforts to eradicate poverty and hunger, this initiative focuses on providing tools and opportunities for capacity building among rural practitioners in the area of ICT for development. Among the resources available for download on the project website is a MultiMedia ToolKit (MMTK), which offers a collection of "workshop kits" to support face-to-face training in subjects related to developing multi-purpose community telecentres.
Development Issues
Rural Development, Hunger, Poverty, Technology.
Key Points
According to the FAO, "Most rural communities are dependent on agriculture and related enterprises, and they need constant up-to-date information on everything from new farming methods, equipment and supplies to market prices. These communities have much valuable local agricultural knowledge to contribute as well. However, rural people and institutions cannot effectively use or contribute to the world's resources of knowledge and information without improvements in their ability to access them. In addition, many technology-oriented approaches to solving these challenges often give insufficient consideration to how and why technologies can improve livelihoods. In many cases, the weaknesses are not in the infrastructure and tools, but in the process of their adoption and use." These issues define the rural digital divide.
Partners

FAO, The Technical Centre for Agricultural and Rural Cooperation (CTA), International Fund for Agricultural Development (IFAD), The World Bank's Agriculture and Rural Development Department (ARD), The World Bank's Development Communication Division (DevComm), The Communication Initiative (CI), The Global Knowledge Partnership (GKP),
The World Association of Community Radio Broadcasters (AMARC), and The International Development Research Centre (IDRC).

Sources

Email from Charlotte A. Masiello-Riome to The Communication Initiative on November 19 2005; and the BRDD website.