Awareness and Communication Strategy Executive Summary Information is a prerequisite for regional integration, poverty eradication and socioeconomic development. To effectively deliver its goals, SADC is committed to improve the availability of information to the peoples of the region as expressed through the adoption of the Protocol on Culture, Information and Sport in 2001. In order to implement the Protocol on Culture, Information and Sports and advance the cause of its agenda, SADC developed the Communications and Promotional Strategy. The Strategy calls for sectors to clarify their specific and thematic messages that should be communicated to different target audiences. This Awareness and Communication Strategy fulfils the call for establishing sector specific (Water Sector) strategies and crafting, packaging and dissemination of messages and themes which should be based on but not limited to SADC’s priority intervention areas. It is basically expanding the SADC Communication Programme of Action presented in the SADC Communications and Promotional Strategy by outlining a communication agenda for the SADC Water Division and the Water Sector as a whole. Goal and Strategic Objectives The ultimate goal of this Strategy is: improved awareness and understanding on water issues and initiatives in the SADC region contributing to poverty eradication and regional integration This goal would be achieved through a number of strategic objectives as follows:  To build awareness, understanding and support of IWRM approach in the SADC region among defined target groups and increase the effectiveness of its implementation as an approach that contributes to SADC goals of poverty eradication and regional integration;  To advocate and promulgate water related regional instruments and interventions among SADC institutions, relevant regional organizations and cooperating partners;  To promote understanding of and adaptation to climate change phenomenon in the development and utilization of water resources especially in shared watercourses;  To increase awareness and commitment among SADC institution, other regional organization, NGOs and agencies on the importance of water supply, sanitation and hygiene in poverty reduction and related IWRM issues;  To encourage peaceful and cross-boarder investments in shared watercourses or transboundary water resources management and utilization that further promotes regional integration;  To increase awareness and advance the importance of water demand management in the development and utilization of water resources especially in shared watercourses; and  To advance water resources development, socio-economic and environmental aspects that promote investment in and use of water resources in poverty eradication and regional integration. To achieve these, the SADC Water Sector will communicate the following messages to different target audiences as specified in this strategy: Page i