Media Campaigns 1 Dörte Peters, seecon international gmbh

Media Campaigns Find this presentation and more on: Copy it, adapt it, use it – but acknowledge the source! Copyright Included in the SSWM Toolbox are materials from various organisations and sources. Those materials are open source. Following the open- source concept for capacity building and non-profit use, copying and adapting is allowed provided proper acknowledgement of the source is made (see below). The publication of these materials in the SSWM Toolbox does not alter any existing copyrights. Material published in the SSWM Toolbox for the first time follows the same open-source concept, with all rights remaining with the original authors or producing organisations. To view an official copy of the the Creative Commons Attribution Works 3.0 Unported License we build upon, visit This agreement officially states that: You are free to: Share - to copy, distribute and transmit this document Remix - to adapt this document. We would appreciate receiving a copy of any changes that you have made to improve this document. Under the following conditions: Attribution: You must always give the original authors or publishing agencies credit for the document or picture you are using. Disclaimer The contents of the SSWM Toolbox reflect the opinions of the respective authors and not necessarily the official opinion of the funding or supporting partner organisations. Depending on the initial situations and respective local circumstances, there is no guarantee that single measures described in the toolbox will make the local water and sanitation system more sustainable. The main aim of the SSWM Toolbox is to be a reference tool to provide ideas for improving the local water and sanitation situation in a sustainable manner. Results depend largely on the respective situation and the implementation and combination of the measures described. An in-depth analysis of respective advantages and disadvantages and the suitability of the measure is necessary in every single case. We do not assume any responsibility for and make no warranty with respect to the results that may be obtained from the use of the information provided. Copyright & Disclaimer

Media Campaigns Find this presentation and more on: Contents 1.Introduction 2.Media Campaigns 3.Examples of Media Campaigns 4.How to Plan a Media Campaign 5.Reconsidering of Norms 6.Applicability 7.Advantages and Disadvantages 8.References 3

Media Campaigns Find this presentation and more on: 4 Where do Media Campaigns belong to?  Media Campaigns are awareness raising/ communication tools that belong to the software implementation tools in Sustainable Sanitation and Water Management 1. Introduction

Media Campaigns Find this presentation and more on: try to influence social norms, attitudes and values of people so they will change their behaviour because they are convinced that they are doing the right thing and their actions are in line with their personal values. 1. Introduction Tools: Media campaigns Advocacy to influence leaders Empower young people as promoters School campaigns Etc. Source: us/Lists/Kyoto%20Prize%20Application%20Form/Attachments/68/Tanka poster-%20poster%20guj.jpg [Accessed: ] 5 With Awareness Raising Tools…

Awareness Raising Tools Find this presentation and more on: Introduction 6 Awareness Raising Tools Media Campaigns: Internet and Media Campaigns: Radio Media Campaigns: Posters and Flyers Media Cam- paigns: Video Corporate Social Responsibility Social Marketing Advocacy – Influencing Leaders SSWM in School Curriculums School Campaigns Young People as Promoters Creating Information Material

Media Campaigns Find this presentation and more on: Why Media Campaigns? (WATERAID and WSSCC 2003) … because the media play a significant part in spreading information on SSWM and in awareness raising, as they: enable to influence/ change public opinion & behaviour inform the public about your issue and proposed solutions might play a role as an advocacy tool can lead to public pressure on local decision makers recruit allies among the public and decision makers can be used to raise money help get your issue onto the political public agenda make your issue visible and credible in policy debate 7 2. Media Campaigns

Media Campaigns Find this presentation and more on: Radio Campaigns (1/2) (BURKE 1999, WATERAID and WSSCC 2003) 8 Efficient tool to influence public opinion:  reaches wide audience  accessible to people isolated by conflict, illiteracy, poverty  involvement of the public increases decision-makers attention  influences social norms directly  community radio increases participation 3. Examples of Media Campaigns Source:  radio can have direct effect on public attitude & behaviour (WATERAID 2007)

Media Campaigns Find this presentation and more on: 3. Examples of Media Campaigns Radio Campaigns (2/2) (BURKE 1999, WATERAID and WSSCC 2003) When/ where to apply: many illiterates rural and urban areas community participation - One-way medium - No questions possible - Need for electricity/ batteries + can have affect on public attitude and behaviour + participation of locals possible + can give locals a voice + includes illiterates + increases decision-makers attention Source: [Accessed ] p

Media Campaigns Find this presentation and more on: Video Campaigns (1/2) (BURKE 1999) Examples of Media Campaigns Source: Visual medium:  conveys complex ideas in comprehensible formats  good for teaching specific skills (using tapes/ smartcards repeatedly) Engages participation:  can give locals a voice  easy to produce or show  overcomes literacy problems  handing over the camera: people record what they regard as important

Media Campaigns Find this presentation and more on: 3. Examples of Media Campaigns Video Campaigns (2/2) (BURKE 1999) Source: URL_ID=26669&URL_DO=DO_TOPIC&URL_SECTION=201.htmlity needed When/ where to apply:  can be shown at public places  where internet/ smartphones are available + overcomes literacy problems + visual medium + participatory medium + can be used repeatedly + enables to teach specific skills + can be watched/ shown on internet pages, at public places and in households - expensive equipement - different formats - electricity needed

Media Campaigns Find this presentation and more on: Internet and (1/2) (BURKE 1999) Internet: websites, fora for online discussions and files to get information, do research and download. mostly advertising (e.g. for an activity) and networking in groups. -most interactive medium trough fora, networking and possibility to ask questions & discuss them -gives people access to sources from other countries -enables pressure groups within a government to tap into international literature and compare their government’s record to their internationally recognised obligations Used in an integrated way 3. Examples of Media Campaigns

Media Campaigns Find this presentation and more on: 3. Examples of Media Campaigns Internet and (2/2) (BURKE 1999) When/ where to apply: where people know SOMEthing about SSWM, for additional information regions where computers are spread widely + most interactive medium + gives people access to sources from other countries + different levels of knowlege + enables networking + across boundaries + discussions in fora + women/ children can be included − target group must have internet − sometimes censored Source:

Media Campaigns Find this presentation and more on: Posters and Flyers (1/2) (SCHAAP et al. 2001)  can reach wide and specific audiences (children, women), accessible to illiterates, poor  eye-catching poster /flyer with strong visualisation does not need words on it  can give written information where few illiterates  enable to emphasise main messages & give educational information 3. Examples of Media Campaigns Source:

Media Campaigns Find this presentation and more on: 3. Examples of Media Campaigns Posters and Flyers (2/2) (SCHAAP et al. 2001) When/ where to apply: many illiterates (posters without text) regions with many poor flyers at universities + can reach wide & specific audiences + emphasise main messages & give educational information − one-way medium − little slogan/ picture needs to have huge impact Source: messages/wash-2007/index.htm

Media Campaigns Find this presentation and more on: Main Actors and Target Groups Central aim is to spread information and raise awareness of SSWM and thus change people’s attitudes. Target groups:  Posters, flyers, radio, video: people in rural and urban areas who have no or few information about the topic  Internet, people knowing about SSWM searching for more information or networking in groups Main Actors:  can come from the local level: local radio/ TV station, local NGO’s, sometimes participation of the public, local artists and singers, etc. 4. How to Plan a Media Campaign

Media Campaigns Find this presentation and more on: How to plan a media campaign: (FOCUS 2006) Step 1: Define your audience Step 2: Set clear objectives Step 3: Define channels and vehicles for communication Step 4: Identify effective messages Step 5: Implement your campaign Step 6: Evaluate your campaign 4. How to Plan a Media Campaign Source:

Media Campaigns Find this presentation and more on: Ideas for TV or radio broadcast (SCHAAP et al. 2001) Five-second break-bumpers: “Did you wash your hands today?” Radio spots with traditional songs, including water and sanitation messages Infomercials: Short information input Cartoons (e.g. for reaching children) Humor in water related commercials Participation: local TV, video and radio broadcasts Source: SCHAAP et al How to Plan a Media Campaign

Media Campaigns Find this presentation and more on: Changing of opinion & behaviour of the public is crucial for the sustainability of all SSWM tools. There is no sense to built a toilet or a water connection if no one will know how and why to use it! 5. Reconsidering of Norms (BURKE 1999, WATERAID 2007) The media are part of the lives of many people, so  they can give a basis for public discussion & reconsidering of norms  they can influence decision makers indirectly, when public gets aware of the topic and applies pressure  they play an important role in advocacy work  Case studies show medias` immense educating impact on public opinion & behaviour

Media Campaigns Find this presentation and more on: … generally wide applicability: -Many rural communities have access to radio, and some read national newspapers on a daily basis -Urban, industrialised populations: television, internet -Professional audiences: articles in key publications and periodicals -Religious backgrounds of the specific area need to be considered before planning a media campaign. Its contents should definately not break with any religous rites 6. Applicability Source:

Media Campaigns Find this presentation and more on: 7. Advantages and Disadvantages Advantages: + Media reach wide audience + Cheap method of awareness raising + Reach illiterates and poor + Participation possible + Supporting locals + Part of daily life of people Disadvantages: - Media might be restricted in some areas for religious or political reasons - Some are one-way media - Many people do not have access to TV, Computer, Radio,.. Efficient tools…... to change public opinion & behaviour for sustainable sanitation and water management issues

Media Campaigns Find this presentation and more on: BURKE, ADAM (1999): Communications & Development. A practical guide. London: Social Development Division. Department for International Development. URL: guide.pdf [Accessed: ]. FOCUS (2006): Community Based Media Campaign Action Pack. Kingston: Ontario Stroke Strategy. URL: [Accessed ]. SCHAAP, W. & VAN STEENBERGEN, F. (2001): Ideas for Water Awareness Campaigns. Stockholm: Global Water Partnership. URL: [Accessed: ]. WATERAID (2007): The Advocacy Sourcebook. London: WaterAid. URL: [Accessed: ]. WATERAID & WSSCC (2003): Advocacy Sourcebook. A Guide to advocacy for WSSCC co-ordinators working on the WASH campaign. London & Geneva: WaterAid and Water Supply & Sanitation Collaborative Council. URL: [Accessed: ]. 8. References

Media Campaigns 23 “Linking up Sustainable Sanitation, Water Management & Agriculture” SSWM is an initiative supported by: Compiled by: