1. Awareness Raising Tools
09/06/10
Awareness Raising Tools
Dörte Peters, seecon international gmbh 1

2. Copy it, adapt it, use it – but acknowledge the source!
Copyright & Disclaimer
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:
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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.

3. Examples of Awareness Raising Tools Applicability References
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Contents
Introduction
Awareness Raising
Examples of Awareness Raising Tools
Applicability
References 3

4. 1. Introduction Where do Awareness Raising Tools belong to?
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1. Introduction
Where do Awareness Raising Tools belong to?
 Awareness raising/ communication tools belong to the software implementation tools of Sustainable Sanitation and Water Management 4 4 4

5. 1. Introduction With Awareness Raising Tools…
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1. Introduction
With Awareness Raising Tools…
...you 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.
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 5 5

6. 2. Awareness Raising What is Awareness Raising?
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2. Awareness Raising
What is Awareness Raising?
Awareness raising = alerting general public that
- issue exists
approach to the issue is essential
(in way awareness raising group proposes)
Central aims: (WATERAID and WSSCC 2003)
 inform public about issue & solutions
change public opinion & behavior
 create demand
 raise money
 get issue onto political public agenda
 make issue credible in policy debate
In addition to sound construction of water and sanitation facilities with child- friendly designs, an effective schools programme consists of adequate planning, management, training and capacity-building, coordination among the institutions involved, and participatory education. (MOOIJMAN et al. 2010)
Source: 6 6

7. 2. Awareness Raising Why Awareness Raising? Because…
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2. Awareness Raising
Why Awareness Raising?
Because…
changing opinion & behaviour of public & creating demand for SSWM is crucial for sustainability of all SSWM tools.
 no sense to built toilet if no one knows how and why to use it!
In schools, education aims to promote those practices that will help prevent water and sanitation-related diseases as well as promoting the wise use of water and favourable hygiene behaviour in the future generation of adults.
The combination of adequate facilities, correct behavioural practices and education is meant to have a positive impact on the health and hygiene conditions of the community as a whole, both now and in the future.
The success of a school hygiene programme is therefore not determined only by the number of latrines constructed and the number of hand pumps installed or water connections built.
A good School Campaign will find an optimal combination of different objectives and a balance between provision of safe water and sanitation facilities, and educational, behavioural and promotional aspects. (SCHAAP et al. 2001)
Awareness raising to change opinion & behavior
Source: 7 7

8. Awareness Raising Tools
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2. Awareness Raising
Young People as Promoters
School Campaigns
Creating Information Material
SSWM in School Curriculums
Media Campaigns:
Awareness Raising Tools
Advocacy – Influencing Leaders
Community involvement may enable a programme to have a broader impact.
It is hoped that a school campaign will initiate a process of passing on information and behavioural changes from school to household to community, or, in other words, from students to siblings, friends and neighbours (IRC 2007).
School children may be involved in activities at the community level, for instance collecting environmental data, surveying homes, counting latrines and distributing materials.
Their involvement may also go one step further, to the promotion of community sanitation and hygiene.
Radio
Video
Internet and
Corporate Social Responsibility
Social Marketing
Posters and Flyers 8 8

9. 3. Examples of Awareness Raising Tools
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3. Examples of Awareness Raising Tools
Social Marketing
Similar to conventional marketing but end goal is social benefit (e.g. improvement of health, conservation of resources, etc.)
Uses marketing techniques to raise awareness & to create demand for social objectives.
When/ where to apply:
when you want to create demand for SSWM
essential to all processes of SSWM!
combination with other awareness raising tools & capacity building important
Generally, the campaign objectives should be suitable to the children and the country. Specific water, sanitation and hygiene issues may be unique to certain countries, population groups or areas. The cultural or religious background  can be crucial when addressing sanitation and hygiene aspects, which affect certain traditions or norms.
Usually, implementation of school programmes requires support at regional (or national) level, especially in remote areas. When selecting schools for the campaign one should consider:
Readiness of the community: As a principle, it is useful to start with communities that are prepared and want to participate.
Existing school infrastructure: In many schools, the basic infrastructure is very poor. In such situations, it is highly advisable to create water and sanitation facilities at the same time that basic improvements are made to the school.
Political interference: In some cases, elected officials have a good overview of the demands and needs of different schools and communities. In other cases, political involvement is not in the best interest of the programme and will not improve the programme’s credibility (IRC 2007).
+ consumer based approach
+ creates demand for SSWM
- needs financial
resources 9

10. School Campaigns (IRC 2007)
3. Examples of Awareness Raising Tools
School Campaigns (IRC 2007)
… provision of safe water and sanitation facilities AND school education of SSWM issues.
When/ where to apply:
local school/ community level
schools without safe W&S facilities
+ spreads from school to household to community
− costs for facilities, soap, O&M, teaching teachers,…
A successful school campaign in Nepal, where the family and wider community were involved into the programme. On this day, the school became an award for its leadership in making the viallage open defecation free. Source: KROPAC, M. (2009).

11. SSWM in School Curriculums
3. Examples of Awareness Raising Tools
SSWM in School Curriculums
When/ where to apply:
schools without SSWM in curriculums
big classes (practical lessons)
Goals: increasing knowledge, change attitutes, encourage action
+ raise next generation with knowledge promoting SSWM
+ children might influence family members
- teachers need to be trained
School orientation on correct use of urine separation toilet at elementary school in Baluarte (Cagayan de Oro, Philippines) Source: GENSCH, R. (2009)

12. Young People as Promoters
3. Examples of Awareness Raising Tools
Young People as Promoters
 assuring that project/ program has greater effect & more long lasting impact on the communities
When/ where to apply:
youth needs to have time
schools, universities
+ create appealing campaigns
+ raises self-esteem
lack of work experience
lack of seriosity
Source:

13. Advocacy − Influencing Leaders (DE JONG 2003)
3. Examples of Awareness Raising Tools
Advocacy − Influencing Leaders (DE JONG 2003)
Action of delivering an argument to
gain commitment from political & social leaders
prepare a society for a particular issue
Media important
When/ where to apply:
local community level, national & international level
well functioning media network & communication channels
+ can boost campaign
- time-consuming, expensive
Political support: The mayor of Mymensingh Pourashava has supported the Malgudam community to create a demonstration plot for using toilet bags as fertilizer. Source:

14. 3. Examples of Awareness Raising Tools
Creating Information Material
way to assure strong & sustained impact & behavioural change through curiosity and interest in the subject
When/ where to apply:
any topic & issue
depending on target population
+ simple, accessible information
+ breaks language & cultural barriers
+ helps promote w&s solutions
not necessarily understood by everyone
- requires considerable preparation
- distribution can be a challenge
An information sheet placed outside a new Urine Diversion Toilet in Khatgal, with an English Graph on the left and a Mongolian at the right. Mongolia. Source: CONRADIN (2007)

15. + can reach wide & specific audiences
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3. Examples of Awareness Raising Tools
Media Campaigns − Posters and Flyers
(SCHAAP & VAN STEENBERGEN 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
A school campaign does not end when the water and sanitation facilities have been constructed. It is often necessary to rely on students, teachers, parents and community groups for the improvement of the situation at schools, including the operation and maintenance of school facilities.
To prevent rapid run-down of facilities, different kinds of maintenance are necessary (SNEL 2003):
Upkeep; cleaning and maintenance activities to be done by teachers, children and other users on a regular basis.
Minor repairs and preventive maintenance such as greasing, bolts, fixing taps, cracks, and broken doors, once a week at least.
Major repairs such as the repairs that cannot be done by children, teachers or their parents. They can be referred to the village mechanic, a block mechanic or engineering divisions.
To ensure school sanitation programmes are sustainable, schools and communities should cover all operation and maintenance costs. Contributions can be in the form of materials, labour, cash or all three. Schools can join hands with families and communities to raise money for the construction and to organise the operation and maintenance of the facilities.
Some possible funding options include (IRC 2007):
• Contributions from parents
• Donations
• Using the general school maintenance budget
• Organisation of income-generating activities
− one-way medium
− little slogan/ picture needs to have huge impact
Source: 15 15

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3. Examples of Awareness Raising Tools
Media Campaigns − Radio (BURKE 1999, WATERAID and WSSCC 2003)
 efficient tool to influence public opinion, reaches wide audience
 involvement of public increases decision-makers attention
When/ where to apply:
many illiterates
rural areas
community participation
In Baijalpur village in Kapilvastu, Nepal, school children lead the community sanitation drive. In a country where only 39 per cent of the population have access to a toilet, Baijalpur village in Kapilvastu district is setting an example that others in the nation could learn from and replicate.“Baijalpur is a 100 per cent sanitation zone. Every home in our village has a latrine,” proclaim billboards in English and Nepali, on the dirt roads leading into the village.
Spearheading this community drive in sanitation and hygiene is a band of school children and teachers of the Shree Pancha Primary School.“Earlier when we went to our neighbours and told them about the benefits of constructing a latrine, they would chase us out as if we said something offensive,” says sixth grader Manju Chaudhary, the president of the Srijanshil Children’s Club. “But now, everybody takes pride in the fact that there isn’t even cow-dung or dirt on the roads in our village,” says the 14- year-old, her brown eyes twinkling.
UNICEF and the Water Supply and Sanitation Sub Divisional Office (WSSDO) in Kapilvastu launched the School-Led Total Sanitation (SLTS) project in UNICEF and WSSDO trained the teachers and initially offered to provide a toilet pan, a 10 foot pipe and technical support to every household to construct a latrine. But eventually, the community members started buying their own materials. The SLTS programme comes close on the heels of the School Sanitation and Hygiene Education programme, which was started in 2002 for school students and teachers. This ensured that the students were already aware of maintaining high standards of personal hygiene and keeping their school premises clean. According to the teachers, spreading this awareness amongst the community was a natural move.“The children were ecstatic when we told them what we were planning to do in the village,” says Jagat Raj Regmi, the headmaster of the school. “We did all we could but it was ultimately children like Manju who could better convince their parents,” he says.
The SLTS programme also incorporates adult members of the community, such as members of the School Management Committee, the Parent-Teacher Associations and the mothers’ club, who are also part of the larger Cleanliness Committee. After the child club members and other school students received training from their teachers, they began to campaign and educate their often illiterate parents and neighbours about the benefits of constructing a latrine and keeping their community clean. “When we started out, I was quite embarrassed since I was the president of the child club and we didn’t have a latrine at home,” says Manju. “I argued with my parents who are very poor and were quite hesitant in the beginning.
But soon they came around when they realised how serious I was,” she says, standing tall beside her mother. Besides the construction of latrines, the joint committee of students and adult community members shares responsibilities for trash collection, sweeping roads and clearing the neighbourhood of animal waste. Baijalpur has the distinction of being a model village in Nepal, having trash containers regularly spaced throughout, and some even strapped to tree trunks.Within a year of beginning the SLTS programme, the residents of Baijalpur had achieved the goal of constructing a latrine in all of the 314 homes. The community is an example in the region, and the school gets many visitors and teachers from other schools who want to do the same.
Source:
+ radio can have direct effect on public attitude & behaviour (WATERAID 2007)
− one-way medium 16 16

17. + useful to teach specific skills + engages partizipation
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3. Examples of Awareness Raising Tools
Media Campaigns − Video (BURKE 1999)
Visual medium: conveys complex ideas in comprehensible formats
When/ where to apply:
show at public places
accessible in internet
use at schools, unis, courses
+ useful to teach specific skills
+ engages partizipation
Generally, the campaign objectives should be suitable to the children and the country. Specific water, sanitation and hygiene issues may be unique to certain countries, population groups or areas. The cultural or religious background  can be crucial when addressing sanitation and hygiene aspects, which affect certain traditions or norms.
Usually, implementation of school programmes requires support at regional (or national) level, especially in remote areas. When selecting schools for the campaign one should consider:
Readiness of the community: As a principle, it is useful to start with communities that are prepared and want to participate.
Existing school infrastructure: In many schools, the basic infrastructure is very poor. In such situations, it is highly advisable to create water and sanitation facilities at the same time that basic improvements are made to the school.
Political interference: In some cases, elected officials have a good overview of the demands and needs of different schools and communities. In other cases, political involvement is not in the best interest of the programme and will not improve the programme’s credibility (IRC 2007).
− equipement expensive
− electricity needed
Source: 17 17

18. + most interactive medium
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3. Examples of Awareness Raising Tools
Media Campaigns − Internet and
(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.
Used in an integrated way
When/ where to apply:
where people know SOMEthing about SSWM, for additional information
regions where computers are spread widely
Participation can help ensure that facilities are used and maintained (IRC 2007)
Participation in decisions also makes children and adults more proud of and responsible for what they have created.
+ most interactive medium
+ gives people access to sources from other countries
− computers expensive
− sometimes censored 18 18

19. Corporate Social Responsibility (CSR)
3. Examples of Awareness Raising Tools
Corporate Social Responsibility (CSR)
commitment by businesses to behave ethically & contribute to economic development & improve quality of life of society at large
When/ where to apply:
for financial & non-financial CSR partnerships with development actors
when you want business to behave fair & responsible (e.g. human rights, environment)
+ go beyond minimum legal requirements
+ address social & ecological needs
− sometimes just for PR reasons
Source:

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4. Applicability
At least one of the tools will always be applicable in a region…
which tool is best applicable depends on target group
important to consider cultural & religious backgrounds
combination of tools deepens their impact
Source: 20

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5. References
BURKE, A. (1999): Communications & Development. A practical guide. London: Social Development Division. Department for International Development. URL: guide.pdf [Accessed 2010].
JONG, D. de (2003): Advocacy for Water, Environmental Sanitation and Hygiene. Thematic Overview Paper. Delft: IRC International Water and Sanitation Centre. URL: [Accessed 2010].
IRC (2007): Towards Effective Programming for WASH in Schools: A manual on scaling up programmes for water, sanitation and hygiene in schools (Technical Paper Series No. 48). Delft: IRC International Water and Sanitation Centre.
SCHAAP, W. & VAN STEENBERGEN, F. (2001): Ideas for Water Awareness Campaigns. Stockholm: Global Water Partnership.
WATERAID (2007): The Advocacy Sourcebook. London: WaterAid. URL: [Accessed 2010].
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 2010]. 21

22. “Linking up Sustainable Sanitation, Water Management & Agriculture”
SSWM is an initiative supported by:
Compiled by: 22