Awareness and Communication Strategy The message should, therefore, include promotion of WDM with incentives such as prohibition of new water allocations for users that waste water through leakages or use of inefficient practices and systems. 7.2.2 Integration of WDM in Water Development Infrastructure Planning Processes Using models of best practice, communicate that incorporating WDM principles in water infrastructure planning, development and operations creates options for utilising the limited resources optimally. To who: Policy and decision makers service providers including government, NGOs and water utility companies, water users including irrigators, community water committees, and the general public How: Mass media, public events including workshops and dialogues (such as the SADC multi-stakeholder Dialogues, personalities (goodwill ambassadors), publications, internet/e-mail and demonstrations. It is the responsibility of all Member States to meet the water demand for all the water using sectors in order to realise social and economic development. In trying to achieve this, it may be necessary for Member States to opt for building of huge water storage infrastructure. It is fully understood that the current water storage infrastructure in the region is shockingly inadequate to meet the demand or even mitigate the impact of climate change. Incorporating WDM principles in water infrastructure development avails opportunities and options of utilising the limited resources optimally. There is need to communicate the benefits of WDM and how governments could save on the development of new infrastructure and use the saved financial resources to finance other priority projects. 7.2.3 Equitable Water Allocation Within and Across Sectors Communicate best practices that demonstrate that WDM creates opportunities for providing water to all sectors equitably. To who: Policy makers, water supply service providers such as government, water utility companies and NGOs, water users such as irrigators, and domestic water users; and the general public. How: Mass media, education, public event such as marathons, field demonstrations/visits, and the extension services. The historical perspectives of water resources development in southern Africa has tended to be for single purpose, despite opportunities for multi-purpose development for such infrastructure. This takes place while Governments are faced with challenges on how to provide water resources for the deprived sectors. The use of WDM in the planning and development of water infrastructure can help alleviate the challenge of water resources allocation for all sectors within the originating country as well as meeting the in-stream requirements and other downstream riparian needs. This is important since water resources need to be shared equitably within and across the waterusing sectors, and among riparian states. Page 32