BOOK REVIEW by www.watermagazine.com

Ideas for Water Awareness Campaigns

This is a focussed book aimed at professionals in the water sector and their advisers or contractors working on water publicity or education campaigns in both developed and developign countries. Topic areas where such activities may be necessary include: water conservation; hygiene education; ecosystem preservation; developing self-regulating institutions; pushing for policy changes; or education in the classroom. This booklet contains ideas and hints and tips which have mostly been drawn from actual projects which are referenced and explained. It has been written and put together by Wouter Schaap and Frank van Steenberg. This is a GWP (Global Water Partnership) project.

In my opinion this publication is extremely helpful. It combines strong strategic communications and campaign advice with useful practical examples. While the publication does not claim to be a comprehensive "how-to-do" book, it nonetheless is inspirational and is a starting point for all sorts of new ideas and initiatives. After a useful "how to use this book" and an explanation as to the approach the publication takes, it is organised into the following topic areas:

• Strategies for Awareness Raising;
• Planning Awareness Campaigns;
• Advocacy - Influencing Leaders;
• Involving the Corporate and NonProfit Sectors;
• Education and Awareness;
• Young People as Promoters and Activists;
• Awareness and Public Participation;
• Media and Material;
• Public Relations;
• Organising Public Events;
• Using the Internet

Appendix 1 is a list of dozens of exemplary water campaign initiatives from all round the world. Each is described: Organisation responsible; what activities were carried out; Organisation address (postal and internet). These projects are listed by the name of the country where the activity occurred. Over 30 countries are represented - including a good mix of developed and developing.

Reviewing this publication with my "marketing hat" on, I note that the advice provided is very to the point, professional and useful. It is full of "things to be aware of", "issues to take account of", and all sorts of hints, tips and clues to making better media, campaign and educational resources. I like its emphasis on "understanding your audience".

Of particular interest are the sections advising readers to be aware of issues which are specific to the culture(s) being addressed by the campaign. The examples used illustrate easy traps for the uninitiated.Also of interest are the many pictures and graphics from exemplar campaigns. In themselves these provide a rich source of ideas and suggestions for readers.

Ideas for Water Awareness Campaigns is 118 pages long, and is in the form of a wire spiral bound workbook. It was published in 2002 by Global Water Partnership.
The isbn is 91-974012-4-2.
I am advised that you can obtain a free copy of the ''Ideas on Water Awareness Campaign" book by sending an email to gwp. In addition the whole book is available as a pdf download.

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Joel Cayford
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