COMMUNICATION & AWARENESS STRATEGY

3.4

Why is awareness raising an important component in promoting water management?

Because all direct stakeholders need to be equallyinformed!

Don’t underestimate how little knowledge often is communicated to those water users that are most concerned

Because it can influence attitudes and social norms:

1. So that individual behaviour changes2. So that social pressure develops towards sound water

management practices 3. So that support for sustainable policies develops

As such awareness raising is important in

supporting participatory processes

• …because it gives everyone equal understanding of what is happening

• ..because things are explained clearly• …because common norms and values develop

Optimal combination between different communication channels is required:

finding a balance between reach, involvement, content and influence

In deciding what to do in communication and awareness it is important to have:

Characterization of communication and awareness campaigns

Reach: how many persons does the campaign reach?

Complexity of the content: how much ‘information’ is supplied?

Involvement: extent to which the stakeholders are personally involved in activities

Influence: amount of influence the target group has on the campaign content

Three basic modes of campaigning based on these four criteria:

Market mode Educational mode Social/local mode

Characterization of campaigns

Models for campaigning

Market mode:

large-reach simple content low level of active public

investment low level of audience

influence

Models for campaigning

medium-reach relatively complex content high level of public activity low to medium level of

audience influence on the content

Educational mode:

Models for campaigning

Social/local mode:

low-reach medium level of content high level of active

public involvement high level of audience

influence on the content

Models for campaigning

Each mode has its advantages and opportunities that can be a unique contribution to the total mix of campaign strategies

Planning awareness campaigns

A good strategy depends on sound knowledge of physical, social and cultural circumstances of the target group(s)

Planning awareness campaigns

Design of an awareness programme may consist of the following steps:

Pre-programme research Select communication channel Pre-testing

Pre-programme research

A. Select target group – who we want to inform and influence

B. Identify wanted and unwanted practicesC. Understand what they already knowD. Decide what we want to communicate

Message positioning

What channels are currently used for communication?

What channels are trusted for such messages?

Pre-testing

Design and pre-testing of material What types of material and events are likely to be

attractive, understood, believed and remembered? Do target groups perceive a link between unwanted

practices and the problem? What motivates those who employ “good” practices? Is the message and the way it is presented understood?

Importance of testing thecommunciation material!!

The “Communication Strategy” was developed based on aims and objectives

of the project

IRRIGATION IMPROVEMENT PROJECT (IIP)Communication & Awareness Activities

Irrigation Improvement Project General Strategy

• Much use was made of the ‘social mode’ through direct messaging

• This was supported by the use of mass media and the distribution of promotion material (market mode)

• Special training was provided to project staff in communication skills

IIP Communication & Awareness Activities

• Community Awareness Campaigns (about IIP, WUGs, WUAs, IC and ADP).

• Production of communication materials.• Production of communication tools to be used

by PIM staff during meetings with farmers.• Training of PIM staff to improve their

communication, presentation and training skills.

• Publishing articles and news items about the project and its activities through national newspapers, radio and TV.

• Organizing workshops.

PRODUCTION OF COMMUNICATION MATERIALSاالتصال وأدوات المطبوعات إنتاج

• IIP Promotion Glossy Brochure • Large Posters • WUA Flyer • IIP Flash Card sets • WUG formation Flash Card sets • Announsters • Calendars • Contribution flyer • FAQ sheets• Responsibilities of FDC flyer • ADP leaflet• IC Booklet• Home-made posters• CSD Training Manual• And so on..

Mass Media الجماهيري االعالم

• Newspapers• Radio & TV

الصحف•اإلذاعة •

والتلفزيون

AWARENESS CAMPAIGNS

• About IIP• WUAs• Farmers’

Participation & Contributions

• IC• ADP

TRAINING OF PIM STAFF To develop their Communication Skills

• Training Courses (3-5 days)

• On the Job Training

• Training Manual and Hand-outs

WORKSHOPS

For issues concerning project objectives

• Simple things work best• Training of staff is an important element to

ensure successful campaigns• Use of photos & simple words• Group communication is most useful than

individual and mass communication• Production of communication materials is an

easy job, the distribution is difficult

Lessons learned

Prepared by:

Irrigation Improvement ProjectPMU – Sana’a