PETERS 2010 Awareness Raising Tools by EbNp3Nf

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									                          Awareness Raising Tools

                           Dörte Peters, seecon international gmbh




Awareness Raising Tools                                              1
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  Copyright & Disclaimer
      Copy it, adapt it, use it – but acknowledge the source!
      Copyright
      Included in the SSWM Toolbox are materials from various organisations and sources. Those materials are open source. Following the open-
      source concept for capacity building and non-profit use, copying and adapting is allowed provided proper acknowledgement of the source
      is made (see below). The publication of these materials in the SSWM Toolbox does not alter any existing copyrights. Material published in
      the SSWM Toolbox for the first time follows the same open-source concept, with all rights remaining with the original authors or producing
      organisations.

      To view an official copy of the the Creative Commons Attribution Works 3.0 Unported License we build upon, visit
      http://creativecommons.org/licenses/by/3.0. This agreement officially states that:
      You are free to:
        • Share - to copy, distribute and transmit this document
        • Remix - to adapt this document. We would appreciate receiving a copy of any changes that you have made to improve this
            document.
      Under the following conditions:
        • Attribution: You must always give the original authors or publishing agencies credit for the document or picture you are using.


      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.




Awareness Raising Tools
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      Contents

      1. Introduction
      2. Awareness Raising
      3. Examples of Awareness Raising Tools
      4. Applicability
      5. References




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  1. Introduction
     With Awareness Raising Tools…

      ...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.




                                                                            us/Lists/Kyoto%20Prize%20Application%20Form/Attachments/68/Tanka
       Tools:




                                                                            Source: http://portal.worldwaterforum5.org/wwf5/en-
       • Media campaigns




                                                                            poster-%20poster%20guj.jpg [Accessed: 23.03.2010]
       • Advocacy to influence leaders
       • Empower young people as promoters
       • School campaigns
       Etc.



Awareness Raising Tools                                                                                                                        4
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  2. Awareness Raising
      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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  2. Awareness Raising
      Why Awareness Raising?

      Because…                   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!




                                                                    Awareness raising
                                                                    to change opinion
                                                                    & behavior

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


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  2. Awareness Raising

                                                     Young
                                                     People as     School
                 Creating                            Promoters
               Information                                         Campaigns     SSWM in School
                 Material                                                        Curriculums


        Media
      Campaigns:                                      Awareness
                                                     Raising Tools
                                                                                     Advocacy –
                                                                                     Influencing
                                     Radio                                           Leaders
   Video
                                 Internet and Email
                                                                               Corporate Social
                                                                 Social        Responsibility
Posters and Flyers
                                                                 Marketing
Awareness Raising Tools                                                                            7
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  3. Examples of Awareness Raising Tools
      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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   3. Examples of Awareness Raising Tools
      School Campaigns (IRC 2007)

      … provision of safe water and sanitation facilities
         AND school education of SSWM issues.
                                                                                                     When/ where to apply:
                                                                                                     • local school/ community
                                                                                                        level
                                                                                                     • schools without safe W&S
                                                                                                        facilities

                                                                                                     + spreads from school to
                                                                                                        household to community
                                                                                                     − costs for facilities, soap,
                                                                                                       O&M, teaching teachers,…
      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).

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   3. Examples of Awareness Raising Tools
      SSWM in School Curriculums


     When/ where to apply:                             Goals: increasing knowledge, change
     • schools without SSWM in                                attitutes, encourage action
        curriculums
     • big classes (practical
        lessons)


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

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


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   3. Examples of Awareness Raising Tools
      Young People as Promoters

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


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

       + create appealing campaigns
       + raises self-esteem

       - lack of work experience
       - lack of seriosity
                                                     Source: http://www.andamandiscoveries.com/blog/uploaded_images/youth-act-715428.jpg


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   3. Examples of Awareness Raising Tools
      Advocacy − Influencing Leaders (DE JONG 2003)

      Action of delivering an argument to
      - gain commitment from political & social leaders                                                  Media
      - prepare a society for a particular issue                                                         important


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

                                                                                           + can boost campaign
                                                                                          - time-consuming, expensive
   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

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   3. Examples of Awareness Raising Tools
       Creating Information Material

                                                                                 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

                                                                                + simple, accessible information
                                                                                + breaks language & cultural barriers
                                                                                + helps promote w&s solutions
                                                                                - not necessarily understood by everyone
                                                                                - requires considerable preparation
     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.
                                                                                - distribution can be a challenge
     Mongolia. Source: CONRADIN (2007)

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




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


                                                           + 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


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  3. Examples of Awareness Raising Tools
      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

          When/ where to apply:
          • many illiterates
          • rural areas
          • community participation
                                                                                    Source: http://radiofordevelopment.org.uk/?p=417#more-417




     + radio can have direct effect on                                                       − one-way medium
     public attitude & behaviour (WATERAID 2007)

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  3. Examples of Awareness Raising Tools
      Media Campaigns − Video (BURKE 1999)


       Visual medium:                               When/ where to apply:
      conveys complex ideas in                       • show at public places
      comprehensible formats                         • accessible in internet
                                                     • use at schools, unis, courses



                                                     + useful to teach specific skills
                                                     + engages partizipation

                                                     − equipement expensive
                                                     − electricity needed
      Source: http://video.cta.int/


Awareness Raising Tools                                                                  16
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  3. Examples of Awareness Raising Tools
      Media Campaigns − Internet and Email
      (BURKE 1999)




      Internet: websites, fora for online
         discussions and files to get information,             Used in an
         do research and download.                             integrated
                                                               way
      Email: mostly advertising (e.g. for an
        activity) and networking in groups.

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

       + most interactive medium                     − computers expensive
       + gives people access to sources              − sometimes censored
             from other countries
Awareness Raising Tools                                                      17
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   3. Examples of Awareness Raising Tools
      Corporate Social Responsibility (CSR)
       commitment by businesses to behave ethically & contribute to
        economic development & improve quality of life of society at large

        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)

        + 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/
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  4. Applicability


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

                                                                                 which tool is best
                                                                                  applicable depends
                                                                                  on target group


                                                                                 important to
                                                                                  consider cultural &
                                                                                  religious backgrounds


                                                                                 combination of tools
                                                                                  deepens their impact
     Source: http://www.wsp.org/wsp/about/Cartoon%20Calendars/2007%20Calendar



Awareness Raising Tools                                                                                   19
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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].

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                             “Linking up Sustainable Sanitation,
                             Water Management & Agriculture”


     SSWM is an initiative
     supported by:




                                                Compiled by:

Awareness Raising Tools                                            21

								
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