Awareness and Communication Strategy 10.4 Art and Entertainment Costumed clowns and puppets; music, concerts, drama, games, contests, films, cartoons, poetry, puzzles and short stories. This is also an effective way of exposing a new brand, concept or logo. The costume should be made to look like a logo and be worn by a clown who performs in public events. This has proven to be popular with children, the youth and the general public as one way of sensitizing them to a new concept. Proper packaging of key messages into an entertainment programme - especially in the form of drama, games and poetry - should be the most effective communication method and tools when targeting primarily communities and young people. 10.5 Face-to-face Briefings/Extension Services Face-to-face, one-on-one or group meetings, business briefings, breakfasts with business This involves face to face and closer interaction with the target audience and mostly takes the form of one-on-one or group meetings. This should be used as an effective way to create ambassadors for IWRM among politicians in Member States. This method and related tools provides room for feedback and an opportunity to clear any misconception that could easily be dealt with in question-answer sessions. Direct contact with community members through extension services has the most impact in communicating key messages regarding options of sustainable service delivery, among others. 10.6 The Internet/Telephone - Web based tools: web and email advertisements, e-mail alerts, newsgroups, websites, blogs, chat-rooms, online videos and podcasts; and - Telephone tools: facsimile services, sms, mms and voice communication. The telephone (especially sms) should be used as an effective tool for basin stakeholders especially in emergency situations. The internet allows for a broad range of information to be disseminated quickly and easily to stakeholders who have access to this form of media. The major advantage of this communication method is the transmission time, worldwide access to information as well as very high volume of documentation that could be transmitted or accessed. The internet should be used to offer a platform for uploading such information as the regional instruments i.e. placing them on the SADC website for access and download. It does not only serve the SADC region but also the international community. However, this tool is only suitable where there is communication infrastructure for this service and often proves to be costly. 10.7 Mass Media Media releases, communiqué, press conferences, photography, water newswires, video clips, soap opera, news and features, documentaries and TV slots, jingles, and media packs. Given the diversity of interest, this tool is effective when print; radio and television are used in combination. This method should target key decision-makers (politicians and senior government officers) as most of them are alert to what is appearing in the press and regularly Page 44