awareness raising tools 1 (for awareness raising & demand creation) dörte peters, seecon...

Awareness Raising Tools 1

Awareness Raising Tools(for awareness raising &

demand creation)Dörte Peters, seecon international gmbh

Awareness Raising Tools

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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. Awareness Raising

2. Examples of Awareness Raising Tools

3. Applicability

4. References



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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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Awareness Raising

Media Campaigns: Internet and Email

Media Campaigns: Radio

Media

Campaigns: Posters and Flyers Media Cam-

paigns: Video

Corporate Social Responsibility

Social Marketing

Advocacy – Influencing Leaders

SSWM in School Curriculums

School Campaigns

Young People as Promoters



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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 − needs financial + creates demand for SSWM

resources



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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 − one-way mediumpublic attitude & behaviour (WATERAID 2007)

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



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Media Campaigns − Posters and Flyers (SCHAAP & VAN STEENBERGEN 2001)

+ can reach wide & specific audiences

+ emphasise main messages & give educational information

− one-way medium

− little slogan/ picture needs to have huge impact

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



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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, publi places, courses

Visual medium: conveys complex ideas in

comprehensible formats



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Media 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

− target group must have computer

− sometimes censored

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



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, personal network + can boost campaign

− time-consuming

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



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

− Sometimes just for PR reasons

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)



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

− lack of work experience

− lack of seriosity

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



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 mightinfluence family members

− teachers need to be trained

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

lessons)



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

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

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



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3. 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

The right mix is important!



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7. 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 19

“Linking up Sustainable Sanitation, Water Management & Agriculture”

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