Awareness and Communication Strategy CHAPTER 2. THE IWRM APPROACH 2.1 Strategic Objectives The primary objective is to build awareness and understanding of Integrated Water Resources Management (IWRM) approach in the SADC region among the general public as well as defined target groups and so make water everyone’s business. In doing this, the Strategy articulates the benefits of IWRM. This should increase the effectiveness of IWRM implementation as a tool for maximising water resources’ contribution to poverty eradication and regional integration in SADC. Thus the implementation of the Strategy should, in line with the Dublin Principles, seek: a) To improve the understanding of the IWRM approach; b) To create understanding that fresh water is a finite and vulnerable resource, essential to sustain life, development and the environment; c) To raise awareness on the importance of stakeholder participation in water resources development and management among users, planners and policymakers at all levels; d) To highlight and promote the role and participation of women in decision making and in the provision, utilization, management and safeguarding of water; and e) To create recognition that water has an economic value in all its competing uses and should be treated as an economic and social good. 2.2 Key Message Areas 2.2.1 The IWRM Definition and Concept Communicate that water management is everyone’s business: “SADC citizens must work together to manage water and related resources and services to ensure equity, maximum contribution to regional integration, economic investments and development, poverty eradication and a sustainable environment.” To who: Politicians and decision makers, Government communicators at national level, the media and SADC citizens How: Face-to-face briefing, learning journeys/field visits, publications, presentations in non-water sectors, mass media, public events, and dialogues (such as the SADC Multi-stakeholder Water Dialogue) IWRM can be defined as the “coordinated, collaborated and scientific assessment, planning, development, conservation, allocation and utilization of water and related resources among or by all sectors and stakeholders in a watercourse, in pursuit of sustainable economic and social welfare advancement that does not compromise on the environment” or simplified as the “scientific assessment, planning, development, conservation, allocation and utilization of water and related resources by all, for all and of all stakeholders in pursuit of their happiness without harming the environment and aspirations of future generations”. Page 10