Awareness and Communication Strategy 1.8 The Conceptual Framework of the Communication Strategy GOAL Improved awareness and understanding on water issues and initiatives in the SADC region contributing to poverty eradication and regional integration The IWRM approach Regional Instruments and Interventions Private sector/ civil society in all sectors Mass Media: Press releases, features, documen taries, etc. Politicians Entertain ment: Music and drama, movies, games, etc. Clear and specific Climate Change and Variation Funding agencies Publicati ons: Books, newslette rs, videos, CDs, etc Water users (Domestic, rural, urban) Public events: dialogue, fairs/exhi bits, speakers, etc. Tailored to target audience Water Supply, Sanitation and Hygiene Demonstr ations: Field visits, road shows, Fairs, etc. Transboundary water resources management Media and information intermediaries Advertise ments: Bill boards, merchan dise, jingles, etc Water Demand Management General public Irrigation Farmers Education Strengthened by facts and practical examples Sustainable Water Resources Development a Management Internet / phone: Internet, e-mail, sms, etc Extension services Government technocrats in all sectors Personalitie s: Goodwill ambassado rs, speakers, etc. Adapted to communication infrastructure Objectives Target audiences Methods & Tools Guiding principles COMMUNICATION ENABLERS: HUMAN RESOURCES AND TRAINING, COMMUNICATION SYSTEMS, RESEARCH, FINANCING AND INSTITUTIONAL SUPPORT Page 8