Awareness Raising Tools
Dörte Peters, seecon international gmbh
Awareness Raising Tools
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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 opensource 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
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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.
Awareness Raising Tools
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Contents
1. Introduction
2. Awareness Raising
3. Examples of Awareness Raising Tools
4. Applicability
5. References
Awareness Raising Tools
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1. Introduction
With Awareness Raising Tools…
Tools:
• Media campaigns
• Advocacy to influence leaders
• Empower young people as promoters
• School campaigns
Etc.
Awareness Raising Tools
Source: http://portal.worldwaterforum5.org/wwf5/enus/Lists/Kyoto%20Prize%20Application%20Form/Attachments/68/Tanka
poster-%20poster%20guj.jpg [Accessed: 23.03.2010]
...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.
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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/advocacymaterial/wash-images-messages/wash-2007/index.htm
Awareness Raising Tools
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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
Awareness Raising Tools
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2. Awareness Raising
Young
People as
Promoters
Creating
Information
Material
Media
Campaigns:
School
Campaigns
SSWM in School
Curriculums
Awareness
Raising Tools
Advocacy –
Influencing
Leaders
Radio
Video
Internet and Email
Posters and Flyers
Awareness Raising Tools
Social
Marketing
Corporate Social
Responsibility
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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
+ creates demand for SSWM
Awareness Raising Tools
- needs financial
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).
Awareness Raising Tools
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3. Examples of Awareness Raising Tools
SSWM in School Curriculums
When/ where to apply:
• schools without SSWM in
curriculums
• big classes (practical
lessons)
Goals: increasing knowledge, change
attitutes, encourage action
+ 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)
Awareness Raising Tools
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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
- prepare a society for a particular issue
Media
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
Awareness Raising Tools
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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
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)
Awareness Raising Tools
- not necessarily understood by everyone
- requires considerable preparation
- distribution can be a challenge
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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/advocacymaterial/wash-images-messages/wash-2007/index.htm
Awareness Raising Tools
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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)
Awareness Raising Tools
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3. Examples of Awareness Raising Tools
Media Campaigns − Video (BURKE 1999)
 Visual medium:
conveys complex ideas in
comprehensible formats
When/ where to apply:
• show at public places
• 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
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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,
do research and download.
Email: mostly advertising (e.g. for an
activity) and networking in groups.
Used in an
integrated
way
When/ where to apply:
• where people know SOMEthing about SSWM, for additional information
• regions where computers are spread widely
+ most interactive medium
+ gives people access to sources
− computers expensive
− sometimes censored
from other countries
Awareness Raising Tools
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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
Awareness Raising Tools
Source: http://www.sustainabilityblog.org/2007/11/13/what-is-corporatesocial-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
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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-practialguide.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
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“Linking up Sustainable Sanitation,
Water Management & Agriculture”
SSWM is an initiative
supported by:
Compiled by:
Awareness Raising Tools
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