Awareness and Communication Strategy do monitor the news. It should also be used as a tool to reach the general public as the media is capable of influencing and shaping public opinion. The mass media is also a key tool for publicising what SADC is doing especially to the Member States and the tax-payers at large. The use of radio for rural audiences should be considered as an effective method in the SADC region given the literacy levels and the limited access to newspapers and television. 10.8 Personalities Goodwill ambassadors, opinion leaders, public figures, political figures and celebrities, as well as respected academics and experts. Making use of personalities should be used as an effective way for influencing decision makers and the public at large especially through use of respected, influential and adored personalities. This method is formalised by the term “good-will ambassadors”. The ambassadors are often believed because of their neutrality and not being directly involved with the issue that they communicate. Political figures should be engaged in getting the message across especially to their constituencies. Usually, communication is enhanced by their popularity and the media that they attract because of their status. 10.9 Public events Workshops, conferences, international events, dialogues, inaugurations and launches, special and international days, marches, expeditions, marathons, exhibitions or expos, and village meetings. Special water and international days, weeks and months should be used to create news and give opportunities for campaigns. Some of the special international days are: 2 February – World Wetlands Day, 22 March – World Water Day, 23 March – World Meteorological Day, 22 May – International Day for Biological Diversity, 5 June – World Environment Day, 17 June – World Day to Combat Desertification and Drought, 22-30 September – World Maritine Day during this week, Second Wednesday of October – International Day for Natural Disaster Reduction, 6 November – International Day for Preventing the Exploitation of the Environment in War and Armed Conflict, 5 December – World Aids Day. To be effective, these should involve high-level personalities in the form of “good-will ambassadors” or eloquent and articulate speakers on a particular subject matter. 10.10 Publications Leaflets, fact-sheets, flyers, magazines, newsletters, brochures, posters, CDs, videos, books, booklets, etc. These should be used in situation where there is need for depth in terms of messages to be communicated. This should ensure consistency and uniformity of messages as once written, it will be read as it is (of course, it can be interpreted differently). Depending on the distribution, publications are often believed to reach where the writer cannot practically reach at the same time. Publications should also be seen as one of the most effective ways of giving accurate a snap-shot of the contents of the regional instruments on water especially through news letters and brochures. They should be given the advantages of providing pictorial presentations for ease of reading. However publications only reach the literate audiences and also thrive on a reading culture which is increasingly collapsing with the advent of television. Page 45