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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Play Your Part

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Play your Part is a participatory documentary film project on maternal health and childbirth mortality created by the White Ribbon Alliance for Safe Motherhood in Tanzania. Five Tanzanian midwives and one doctor, none of whom had previous experience with film, were trained on filmmaking and editing skills by United Kingdom (UK)-based production company, Engine Room. The film deals with different issues around maternal health in Tanzania, including access to health facilities, overcrowding at antenatal clinics, shortages of medical supplies, and the lack of involvement of fathers.
Communication Strategies

Play your Part deals with maternal health issues from the perspective of health workers. Organisers say that by training the health workers and by giving them the opportunity to produce the film, they have also built the health workers' capacity to advocate for change at the district government level, within their communities, and at a global level. According to the organisers, the project has become a model for giving health workers the skills to carry out advocacy while at the same time inspiring them to become activists within their communities. The film itself is an advocacy tool that can be used to influence decision makers and policy makers and has been screened at community, national, and international events.

Play your Part contains personal stories and interviews with health workers, government officials, mothers, fathers, and children. These stories are designed to give a face to the issues and help drive home the need for improved access to services for parents, more medical supplies and equipment, bigger clinics, and more trained doctors and midwives.

The soundtrack for the film was written and performed by a popular Tanzanian singer, Stara Thomas. According to the organisers, this kind of involvement or buy-in from a local celebrity gives the film an added boost, since people tend to pay close attention to what celebrities do and talk or sing about.

Click here to watch the film online.

Development Issues

Maternal Health, Children.

Key Points

According to the organisers, 14 other countries where White Ribbon Alliance for Safe Motherhood works, including Malawi and South Africa, have now requested a similar project in order to raise awareness about maternal health issues and bring about change.

Partners

White Ribbon Alliance Global, Tanzanian Ministry of Health and Social Welfare, Engine Room, UK Department for International Development (DFID)

Comments

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Submitted by Anonymous (not verified) on Tue, 01/06/2009 - 07:29 Permalink

This page has been very useful to our work. We are currently doing a radio programme on TOP how can we make the process as participatory as possible.

Regards,

Fikile

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