Awareness and Communication Strategy CHAPTER 1. INTRODUCTION 1.1 How to use the strategy This Strategy is a broad framework of what needs to be communicated and outlines the possible target audiences as well as communication tools. The strategy will be used as a basis for developing national specific or theme specific implementation plans. In line with this purpose, the Awareness and Communication Strategy has three main target users namely the SADC Water Division, Member States and regional organizations dealing with communications in the Water Sector (such as RBOs and regional NGOs). It is also intended for the SADC funding agencies. The Strategy is accompanied by the Implementation Toolkit which is available electronically and contains background information as well as a link between messages, target audiences and communication methods and tools. The Toolkit also has indicative activities from which implementers can choose depending on their situation and realities. The Toolkit is for the communication specialists who will be responsible for the actual implementation of the strategy through respective implementation plans. The Implementation Toolkit will be made available as an electronic book on both the website and CD. This will allow regular updates of facts and reference information as and when new developments occur. 1.2 Background 1.2.1 Awareness Creation in the SADC Water Sector The first comprehensive regional strategic action plan for the Water Sector, namely the Regional Strategic Action Plan (RSAP) consisting of 31 priority projects was adapted in June 1998 by SADC Ministers responsible for water. Awareness creation and stakeholder participation were identified in the RSAP as critical elements to be addressed for SADC to improve and advance good water resources development and management among Member States and stakeholders. The RSAP was revised in 2004 and the programme was re-focused. The projects were grouped into four clusters, namely, water infrastructure, water resources assessment and monitoring, capacity building, and water governance. Projects on awareness creation and stakeholder participation were rationalised and consolidated under the water governance cluster of the RSAP. SADC recognises that there are still serious gaps in communicating information and knowledge on the water initiatives among the stakeholders. These gaps have inhibited the drive towards making water everyone’s business, which is necessary to ensure success in achieving stakeholder based peaceful, equitable and reasonable utilisation of the water resources. Page 3