communication & awareness strategy 3.4. why is awareness raising an important component in...
TRANSCRIPT
Because all direct stakeholders need to be equallyinformed!
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. So that individual behaviour changes2. So that social pressure develops towards sound water
management practices 3. 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
Optimal combination between different communication channels is required:
finding a balance between reach, involvement, content and influence
In deciding what to do in communication and awareness it is important to have:
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
Three basic modes of campaigning based on these four criteria:
Market mode Educational mode Social/local mode
Characterization of campaigns
Models for campaigning
Market mode:
large-reach simple content low level of active public
investment low level of audience
influence
Models for campaigning
medium-reach relatively complex content high level of public activity low to medium level of
audience influence on the content
Educational mode:
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 practicesC. Understand what they already knowD. 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 thecommunciation material!!
The “Communication Strategy” was developed based on aims and objectives
of the project
IRRIGATION IMPROVEMENT PROJECT (IIP)Communication & Awareness Activities
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 MATERIALSاالتصال وأدوات المطبوعات إنتاج
• 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..
TRAINING OF PIM STAFF To develop their Communication Skills
• Training Courses (3-5 days)
• On the Job Training
• Training Manual and Hand-outs
• 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
Lessons learned