Transcript Dia 1 - Spate Irrigation

3.4
COMMUNICATION & AWARENESS STRATEGY
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.
2.
3.
So that individual behaviour changes
So that social pressure develops towards sound water
management practices
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
In deciding what to do in communication
and awareness it is important to have:
Optimal combination between different
communication channels is required:
finding a balance between reach,
involvement, content and influence
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
Characterization of campaigns
Three basic modes of campaigning based on these
four criteria:
 Market mode

Educational mode

Social/local mode
Models for campaigning
Market mode:
 large-reach
 simple content
 low level of active public
investment
 low level of audience
influence
Models for campaigning
Educational mode:




medium-reach
relatively complex content
high level of public activity
low to medium level of
audience influence on the
content
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!!
IRRIGATION IMPROVEMENT PROJECT (IIP)
Communication & Awareness Activities
The “Communication Strategy” was
developed based on aims and objectives
of the project
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 االتصال‬
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
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..
‫االعالم الجماهيري‬
‫‪Mass Media‬‬
‫‪• 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
Lessons learned
• 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
Prepared by:
Irrigation Improvement Project
PMU – Sana’a