Child rights 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. 

On the transfer, co-founder Victoria Martin expressed her pleasure to see this work continue under Wits' leadership, knowing that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction. 

As Wits, we honour the team and partners who sustained The CI for decades and look forward building from that strong base. This includes co-founders Warren Feek (1953-2024) and Victoria Martin as well as La Iniciativa de Comunicación (CILA), which continues independently at lainiciativadecomunicacion.com with links to The CI Global site. We are also eager to forge new partnerships and entertain new ideas as we consider how best to contribute to social and behaviour change in our rapidly evolving environment.

If you are joining the International Social and Behaviour Change Communication (SBCC) Summit in Panama, please join Wits and CILA on Monday, 22 June, to share your thoughts and suggestion for the relaunch of the Communication Initiative. We will be in Pacifica 5 from 12-1:25 for the Refuel, Reflect, and Renew Lunch Series: The Communication Initiative: celebrating a driving force for Communication for Social Change and the way forward. We will reflect on the legacy of Warren Feek and family in creating the Communication Initiative, consider the contributions of CI over the years and then turn our attention towards the future in this dynamic session. 

If you are unable to join us in Panama, we still want to hear from you. Please contribute your thoughts by following this link: https://redcap.link/CommunicationInitiative2026 or reaching out to ci_surveys@commint.com

You can also follow the QR Code:

 https://redcap.link/CommunicationInitiative2026

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Talk, Listen, Connect (TLC)

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Talk, Listen, Connect (TLC) is a multiphase educational outreach initiative designed to help support American military families with young children experiencing deployments and homecomings, combat-related injuries, and the death of a parent. In 2006, Sesame Workshop launched the bilingual (English/Spanish), multimedia outreach initiative Talk, Listen, Connect: Helping Families During Military Deployment (TLC). This outreach tool was designed to help military families and their young children cope with the challenges of deployment and build resilience in times of separation and change. The response to this programme revealed a need for additional resources; so, in 2008 and 2010, respectively, Sesame Workshop followed up with Talk, Listen, Connect: Deployments, Homecomings, Changes (TLC 2) and Talk, Listen, Connect: When Families Grieve (TLC 3).

Communication Strategies

Videos, storybooks, and workbooks especially created for this initiative provide support and practical strategies in an effort to guide families through such tough transitions by showing how real families - as well as furry ones (puppets, also known as "Muppets" from the international educational children's initiative Sesame Street) - cope with similar circumstances.

 

In the first instalment of TLC, families learn about ways to be together, even when they're apart. When the Muppet Elmo's dad, Louie, is deployed, he creates a new bedtime ritual: No matter where they are, the family will say good night to the same moon. In the second part of the programme, families coping with a parent's injury find ways to reach a new normal together. Rosita struggles to accept her father's new wheelchair, saying what many children do: "I just wish things could go back to the way they were." She soon realises she's not alone. In a primetime television special, children visit Sesame Street to share how they're coping with their parent's amputation or "invisible injury", such as post-traumatic stress disorder (PTSD), and their parents describe the techniques they use to explain their injuries to their children. In the initiative's last instalment, "When Families Grieve", parents and children find comfort by talking about death and keeping memories alive. In the storybook, Elmo's cousin, Jesse, has trouble remembering her father who died; her mom and Elmo help her remember by doing "small things", such as wearing her dad's favourite hat or playing baseball as they used to do. An educational kit for the general public is also being distributed to grief counsellors and families across the US. To access these materials, click here.

 

In addition to the toolkits, TLC has: set up Sesame Rooms, bringing toys and furniture to military spaces; aired 3 television specials; created a series of public service announcements (PSAs) in support of military families featuring First Lady Michelle Obama, Dr. Jill Biden, Elmo, and Rosita; and has organised Sesame Muppets to perform for nearly 200,000 families at USO installations all over the world. Beginning in April 2012, the travelling Sesame Street/United Service Organizations (USO) Experience for military families will head back to the US, featuring Elmo and his friends Rosita, Cookie Monster, Grover, and their new friend Katie, a military child who is moving to a new place.

 

Also, with launch of the Military Families Near and Far website, Sesame Workshop extended TLC into an online experience, with the goal of facilitating interaction between deployed or injured soldiers and their loved ones when distance or disability makes everyday communication difficult. The online space provides ways for preschool and school-aged children to express themselves, communicate within their own family networks, and stay connected with loved ones.

Development Issues

Children, Military.

Key Points

Almost 800,000 preschoolers are separated from a parent serving in the US military.

 

Since its launch, TLC has distributed more than 2.5 million education kits, in addition to countless free downloads. According to studies cited by Sesame Workshop, 80% of parents felt the Deployments kit helped their children better handle future deployments. After using the kit, children exhibited fewer negative behaviours, such as being demanding and impatient. Similar improvements were reported with kits designed for children with an injured family member: 71% of caregivers felt the kit helped their child cope.

Partners

Funding support provided by the Iraq Afghanistan Deployment Impact Fund of the California Community Foundation, Defense Centers of Excellence for Psychological Health and Traumatic Brain Injury, Walmart, BAE Systems, Inc., the Department of Veterans Affairs - Vet Center Program, New York Life Insurance Company, Lockheed Martin Corporation, New York State Office of Mental Health, the USO, Military Child Education Coalition, American Greetings Corporation, Robert R. McCormick Foundation, the Corporation for Public Broadcasting, Joseph Drown Foundation, BNY Mellon, and Oshkosh Defense.

Sources

Sesame Workshop blog and Sesame Workshop website - both accessed April 27 2012. "Sesame Street" excerpts provided courtesy of Sesame Workshop (New York, New York) © 2012 Sesame Workshop. "Sesame Street" ® and associated characters, trademarks, and design elements are owned and licensed by Sesame Workshop. All Rights Reserved.