COMMUNICATION & AWARENESS STRATEGY 3.4

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

Because all direct stakeholders need to be equally informed! 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 changes 2.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 practices C. Understand what they already know D. 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 the communciation 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 MATERIALS إنتاج المطبوعات وأدوات الاتصال 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 الاعلام الجماهيري Newspapers Radio & TV الصحف الإذاعة 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 Project PMU – Sana’a