COMMUNICATION

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3.4
COMMUNICATION AWARENESS STRATEGY
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Why is awareness raising an important component
in promoting water management?
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• Because all direct stakeholders need to be
  equally
• informed!
• Dont underestimate how little knowledge often is
  
• communicated to those water users that are most
• concerned

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• 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

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As such awareness raising is important
insupporting participatory processes

• because it gives everyone equal understanding of
  what is happening
• ..because things are explained clearly
• because common norms and values develop

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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
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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

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Characterization of campaigns

• Three basic modes of campaigning based on these
  four criteria
• Market mode
• Educational mode
• Social/local mode

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Models for campaigning

• Market mode
• large-reach
• simple content
• low level of active public investment
• low level of audience influence

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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

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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

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Models for campaigning
Each mode has its advantages and opportunities
that can be a unique contribution to the total
mix of campaign strategies
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Planning awareness campaigns
A good strategy depends on sound knowledge of
physical, social and cultural circumstances of
the target group(s)
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Planning awareness campaigns

• Design of an awareness programme may consist of
  the following steps
• Pre-programme research
• Select communication channel
• Pre-testing

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Pre-programme research

• Select target group who we want to inform and
  influence
• Identify wanted and unwanted practices
• Understand what they already know
• Decide what we want to communicate

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What channels are currently used for
communication?What channels are trusted for
such messages?
Message positioning
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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!!
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IRRIGATION IMPROVEMENT PROJECT (IIP)Communication
Awareness Activities
The Communication Strategy was developed based
on aims and objectives of the project
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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

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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.

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PRODUCTION OF COMMUNICATION MATERIALS?????
????????? ?????? ???????

• 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..

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Mass Media ??????? ?????????

• Newspapers
• Radio TV
• ?????
• ??????? ??????????

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AWARENESS CAMPAIGNS

• About IIP
• WUAs
• Farmers Participation Contributions
• IC
• ADP

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TRAINING OF PIM STAFF To develop their
Communication Skills

• Training Courses (3-5 days)
• On the Job Training
• Training Manual and Hand-outs

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WORKSHOPS

• For issues concerning project objectives

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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

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Prepared byIrrigation Improvement ProjectPMU
Sanaa