awareness raising tools 1 dörte peters, seecon international gmbh

Awareness Raising Tools 1

Awareness Raising Tools

Dörte Peters, seecon international gmbh


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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.

Copyright & Disclaimer



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Contents

1. Introduction

2. Awareness Raising

3. Examples of Awareness Raising Tools

4. Applicability

5. References



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Where do Awareness Raising Tools belong to?

Awareness raising/ communication tools belong to the software implementation tools of Sustainable Sanitation and Water Management

1. Introduction



...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.

1. Introduction

Tools:

• Media campaigns

• Advocacy to influence leaders

• Empower young people as promoters

• School campaigns

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With Awareness Raising Tools…



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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

Source: http://www.wsscc.org/en/resources/advocacy-material/wash-images-messages/wash-2007/index.htm



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Why Awareness Raising?


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!

Because…

Awareness raising to change opinion & behavior

Source: http://www.wsp.org/wsp/about/Cartoon%20Calendars/2010%20Calendar



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Internet and Email

Radio

Posters and Flyers

Video

Corporate Social Responsibility

Social Marketing

Advocacy – Influencing Leaders

SSWM in School Curriculums

School Campaigns

Young People as Promoters

Media Campaigns:

Creating Information Material




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

+ consumer based approach + creates demand for SSWM

- needs financial resources



School Campaigns (IRC 2007)

… provision of safe water and sanitation facilities AND school education of SSWM issues.


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).

+ spreads from school to household to

community

When/ where to apply:• local school/ community level• schools without safe W&S facilities

− costs for facilities, soap, O&M, teaching

teachers,…



SSWM in School Curriculums

Goals: increasing knowledge, change attitutes, encourage action


School orientation on correct use of urine separation toilet at elementary school in Baluarte (Cagayan de Oro, Philippines) Source: GENSCH, R. (2009)

+ raise next generation with knowledge promoting SSWM+ children might influence family members

When/ where to apply:• schools without SSWM in curriculums• big classes (practical

lessons)

- teachers need to be trained



Young People as Promoters

assuring that project/ program has greater effect & more long lasting impact on the communities


Source: http://www.andamandiscoveries.com/blog/uploaded_images/youth-act-715428.jpg

+ create appealing campaigns+ raises self-esteem

When/ where to apply:• youth needs to have time• schools, universities

- lack of work experience- lack of seriosity



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


When/ where to apply:• local community level,national & international level• well functioning media network & communication channels

Media important

Political support: The mayor of Mymensingh Pourashava has supported the Malgudam community to create a demonstration plot for using toilet bags as fertilizer. Source: http://www.pseau.org/gif/couv_gtz_ecosan_newsletter.gif

+ can boost campaign

- time-consuming, expensive




Creating Information Material

+ 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)

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



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3. Examples of Awareness Raising ToolsMedia Campaigns − Posters and Flyers (SCHAAP & VAN STEENBERGEN 2001)

+ can reach wide & specific audiences

+ emphasise main messages & give educational information

Source: http://www.wsscc.org/en/resources/advocacy-material/wash-images-messages/wash-2007/index.htm

When/ where to apply:• many illiterates (posters without text)• regions with many poor• flyers at universities

− one-way medium

− little slogan/ picture needs to have huge impact



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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

Source: http://radiofordevelopment.org.uk/?p=417#more-417

+ radio can have direct effect on public attitude & behaviour (WATERAID 2007)

When/ where to apply:• many illiterates• rural areas• community participation

− one-way medium



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Media Campaigns − Video (BURKE 1999)

+ useful to teach specific skills

+ engages partizipation

Source: http://video.cta.int/

− equipement expensive

− electricity needed

When/ where to apply:• show at public places• accessible in internet• use at schools, unis, courses

Visual medium: conveys complex ideas in comprehensible formats



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3. Examples of Awareness Raising ToolsMedia Campaigns − Internet and Email (BURKE 1999)

Internet: websites, fora for online discussions and files to get information, do research and download.

Email: mostly advertising (e.g. for an activity) and networking in groups.

+ most interactive medium

+ gives people access to sources from other countries

Used in an integrated way

− computers expensive

− sometimes censored

When/ where to apply: • where people know SOMEthing about SSWM, for additional information• regions where computers are spread widely



Corporate Social Responsibility (CSR)

commitment by businesses to behave ethically & contribute to economic development & improve quality of life of society at large


+ go beyond minimum legal requirements

+ address social & ecological needs

Source: http://www.sustainabilityblog.org/2007/11/13/what-is-corporate-social-responsibility/

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)

− sometimes just for PR reasons



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4. Applicability

which tool is best applicable depends on target group

important to consider cultural & religious backgrounds

combination of tools deepens their impactSource:

http://www.wsp.org/wsp/about/Cartoon%20Calendars/2007%20Calendar

At least one of the tools will always be applicable in a region…



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5. References

BURKE, A. (1999): Communications & Development. A practical guide. London: Social Development Division. Department for International Development. URL: http://www.allindiary.org/pool/resources/dfid-communications-and-development-a-practial-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: http://www.irc.nl/redir/content/download/4154/47972/file/advocacy.pdf [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: http://www.wateraid.org/documents/plugin_documents/advocacy_sourcebook_2.pdf [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: http://www.wsscc.org/fileadmin/files/pdf/publication/Advocacy_Sourcebook_interactive.pdf [Accessed 2010].

Awareness Raising Tools 22

“Linking up Sustainable Sanitation, Water Management & Agriculture”

SSWM is an initiative supported by:

Compiled by:

awareness raising tools 1 dörte peters, seecon international gmbh

Documents

introduction tools

sswm toolbox

communication tools

examples of awareness

open source

introduction slide

respective authors

open source concept