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 lainiciativadecomunicacion.com and is linked with The CI Global site.
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Bridging Culture and Generation - Brazil

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An academic venture which educated medical students in ageing issues to increase their understanding about the elderly population in Brazil & many of their future patients...
Communication Strategies
An education initiative based on interpersonal communication between medical students & the elderly. A period of social visits preceded any medical visits, giving students the necessary knowledge & awareness with regards to ageing issues; enabling them to treat future elderly patients with respect & compassion.
Development Issues
Ageing, Population, Education
Key Points
This project served to bridge the gap between generations. Due to the affluence of most medical student's families, where they knew only high standards of hygiene,comfort & nutrition, the students could not relate to the poor domestic conditions in which the older patients lived. The professors knew that their students would never have a proper "bedside manner" if they felt contempt for the less fortunate. Elderly students from the University of the Third Age were invited as 'chaperons' to accompany the medical students on their first visit; strictly social, no medical talk was allowed. "The bridging process was a success beyond the wildest hopes of the professors". Strong bonds were formed; valuable friendships were made and much was learned by the students about the traditional culture & practices of a Brazil long ago. Ageing patients were given a new status in their own community. The programme's success led to discussion about adapting it to other education faculties which would have contact with the ageing: Social Workers, Nurses, Paramedics & Commercial students.
Partners

The UN & the local University of the Third Age

Sources

The UN Compendium of Community Programmes for Older Persons in Newly Ageing Countries Website

Compiled by Dr.Ken Tout, Consultant, ConsultAge, United Kingdom, 1999