Awareness and Communication Strategy CHAPTER 10. COMMUNICATION METHODS AND TOOLS Selection of communication methods is influenced by a number of factors including effectiveness of the method in reaching the target audience, cost and the timing. In most cases, it is necessary to use a combination of methods in getting the same message across. 10.1 Advertisements Billboards, corporate merchandise (shirts, t-shirts, hats, coffee mugs, pens and conference and corporate stationery - bags, note pads, pens, bills and invoices); stickers, jingles, infomercials, promotional posters, banners, transit shelter posters, ceramic tiles (with relevant messages), mouse pads, and many more. Banners, jingles, bill-boards, posters are useful in communicating short and flash messages. These may take a form of a jingle or a page-spread or bill board advert. These must be used for sensitizing the public as well as reaching out to the business sector. Corporate merchandise should be the way of exposing a new brand or concept such as IWRM especially where an identity and a slogan are agreed upon. It should also be used for other short messages on any of the issues raised in the Strategy. 10.2 Demonstrations Field visits, fairs, exhibition and learning journeys. These are effective tools in transferring knowledge and good practice. These methods should provide first-hand exposure to issues. They are most suitable for rural communities and the youth on specific projects and activities that may be piloted. They should also be used to change the perceptions of senior decision-makers. They are even effective when the media are involved as many interesting stories can come out of these thereby reaching wider audiences. Field visits are premised on the belief that “an achievement of one is the motivation of the other.” They should be arranged to take water users to areas that have employed efficient water using technologies and this would encourage the others to follow. 10.3 Education Edutainment, school clubs, school contests, speakers, summer camps, educational posters, stickers, tours, in-class demonstrations, adult education classes, school curriculum, workshops, etc. This method combines both formal and informal education. This method is necessary for imparting in depth knowledge and skills as it allows interaction and possibilities for seeking clarification. Building the communication into school and college/university curricula should reach the youth at their most receptive stages thereby building a more water-aware generation. Page 43