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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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ICE: Beyond Cool - Canada

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Judith Marcuse Projects produced a dance performance entitled 'ICE: Beyond Cool' to address the problem of teen suicide by asking: Why do kids shut down and become "cool?" The production premiered in 1997; a national tour took place in 2000.
Communication Strategies

The production, based on three years of workshops conducted in Vancouver with more than 250 teenagers aged 15-18 years old, featured a 15-member cast of young professional actors and dancers from across Canada. Integrating dance, theatre, rock music, and special effects, ICE was presented after-hours in malls and arenas with a talkback session following each performance.

Development Issues

Health, Youth.

Key Points

Suicide is one of the leading causes of death for teenagers in Canada. Since 1950, the suicide rate for young males has increased by 268% and for young females by 133%. One out of every 10 teenagers today will attempt suicide by the age of 24.


ICE was seen in a one-hour film adaptation broadcast on Canadian Broadcasting Corporation (CBC).

Partners

The Millennium Bureau of the Government of Canada, MuchMusic, Health Canada, BC Ministry for Children and Families, Donner Foundation, Canada Council for the Arts, BC Arts Council, City of Vancouver, Canadian Auto Workers Union, Province of Manitoba, Calgary Foundation, Melusine Foundation, Vancouver Foundation, City of Prince George, Investor's Group, the National Post, Marquis Entertainment, Cossette Advertising, Theatre Systems, PLM Graphics, Marantz Productions, Henderson Development -International Village, Southcentre Mall, Portage Place Mall, St. Laurent Shopping Centre, MJ Investors, Pacific Coast Savings Credit Union, Westcoast Energy, Calgary Region Arts Foundation, BC Hospital Employees Union, Directors' Guild of Canada, Jannssen-Ortho Inc., Shoppers Drugmart, Point Grey High School, Marathon Canada, Psychiatry Fund - BC Children's Hospital, Union of BC Performers, BC Federation of Labour, BC Federation of Labour Employees Union, BC Nurses Union, Commonwealth Insurance, Health Sciences Association of BC, Manitoba Federation of Labour, United Steelworkers, Western Star Trucks, Ontario Public Service Employees Union, BC Teachers Federation, Royal Bank Financial Group Foundation, United Food and Commercial Workers Union and the National Union of Public and General Employees.

Sources

ICE: Beyond Cool page on the Judith Marcuse Projects website (which, as of August 1 2007, is being renovated); and emails from Caitlin Pencarrick and Judith Marcuse to The Communication Initiative on October 18 2004 and August 1 2007.