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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 cila.comminitcila.com and is linked with The CI Global site.
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Zhong Guo Bai Xing - China

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"Zhong Guo Bai Xing" ("Ordinary Chinese People") is a PCI/Chinese television soap opera that began broadcasting in 1997. Confronting major social issues in Chinese life such as women's issues and the dictates of tradition, this drama focuses on both rural and urban life situations in China. Pre-test viewers have acclaimed the quality of the actors, several of whom are nationally known.
Communication Strategies

18 episodes of a televised soap opera were filmed and pre-tested before airing began in 1998. Pre-testing included both rural and urban focus groups, with participants ranging in age from 15-45 years old.
Development Issues

Status of women in society, gender, population, gambling, arranged marriage, tradition.
Key Points

Filming of the episodes occurred in a rural village on the the Yellow River, appropriately, a region honoured as the birthplace of Chinese civilization. The story revolves around a love triangle, where the father must marry one of his two daughters to afford a wife for his son. Despite his elder daughters love for another man she sacrifices her love for the man to allow her younger sister the coveted chance to attend University.
Partners



Population Communication International (PCI), The Ford Foundation

Sources

Population Communications International, PCI 1997 Annual Report, page 16.