COMMUNICATION RECOMMENDATIONS

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DEPARTMENT OF WATER AFFAIRS AND
FORESTRY NATIONAL WATER WEEK MARCH
2005 INTEGRATED COMMUNICATIONS CAMPAIGN
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INTRODUCTION

• Long term sustainability of our water resources
  is an issue at the top of the agenda in SA and
  the international community
• National Water Week (NWW) serves as a powerful
  campaign mechanism to popularise the importance
  of water to the general public as well as the
  general water stakeholder group

The theme of national water week 2005 is
WATER FOR LIFE
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CAMPAIGN OBJECTIVES

• Remind South Africans of the important role that
  water plays in our daily lives
• Make South Africans aware of the problems facing
  the country with regards to water supply both now
  and in the future
• Encourage all South Africans to work together to
  resolve these issues by
• Being cognisant of safe water practices
• Actively committing to water conservation
• Educate South Africans as to how they can make a
  difference
• Inform the South African and international
  community as to the inroads DWAF is making
  regarding water supply and conservation

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TARGET AUDIENCE INSIGHTS

• General South African public
• The South African market is diverse and highly
  fragmented in terms of demographics and
  mindsets.
• There exists huge disparity in income and living
  conditions.
• 2005 Campaign has been broken down into two focus
  areas for
• The Have Lots
• High income, higher living (LSM 6 -10)
• Have no experience of what it means to be without
  access to clean water
• Do not pay a social penalty if they waste water
  i.e. are not openly judged by society
• The Have Nots
• Lower income, moderate to low standards of living
  (LSM 1-5)
• Are the most vulnerable to issues regarding
  adequate water supply
• Are too concerned about day to day living to
  worry about the environment or the status of
  future water supply

The scope of NWW transcends all sectors of the
market with targeted messaging.
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COMMUNICATION OBJECTIVES

• Awareness Highlight the issues regarding water
  in South Africa
• Remind the South African public of the role that
  clean water plays in our lives
• Inform the general public as to what government
  is doing to address issues regarding water supply
  and conservation
• Education Why are these issues important
• Educate certain segments of the target market as
  to exactly what safe water practices they should
  follow
• Iillustrate how each individual, regardless of
  their needs state, is directly affected both
  positively and negatively by issues regarding
  water use and conservation both now and in the
  future
• Call to action How can each individual make a
  difference
• Encourage all South Africans to adopt safe water
  practices
• Encouraging all South Africans to actively commit
  to water conservation
• Urge individuals to assist in helping those less
  fortunate than themselves

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THE PHASES ELEMENTS OF THE CAMPAIGN
15 Jan 20 March 05
21-27 March 05
28 March - onwards
Phase 1
Phase 2
Phase 3
Have Lots
Awareness Preparation and Build-up
Call to action Buy-in and commitment
Word of Mouth Leveraging
Above-the-line (advertising)
Public relations
Education Mobilisation outreach (Below-the-line)
Have Nots
Above-the-line (advertising)
Public relations