Awareness and Communication Strategy CHAPTER 9. PRIMARY TARGET AUDIENCES Most of the messages in this Strategy are suitable for almost everyone. However, target audiences need to be divided in three specific groups namely primary, secondary and tertiary. This chapter presents primary target audiences for these messages. Implementers will make their own decision on the secondary and tertiary target groups and target them if funds are available. The Implementation Toolkit does link the target audiences below to specific messages to ensure targeted communication. 9.1 General Public All SADC citizens. SADC citizens should be reached to know and appreciate the SADC institutions, river basin commissions and their subsidiary institutions and other relevant institutions dealing with regional cooperation and integration in water resources management. The purpose would be to inform and educate the general public on the objectives, purpose and functions of these institutions and their relevance to the general public. They also should be sensitized on specific water issues as outlined in the Strategy. 9.2 Policy/Decision Makers Senior Government Officials, Ministers, SADC institutions (such as SADC Committees, SADC Tribunal and International Court), River Basin Organizations (Commissions, Authorities, Joint and Committees). The institutions where these officials work are essentially the pillars of SADC and its regional institutions. They initiate, direct and approve what regional institutions should do. This can only be done efficiently when these officials have an in-depth knowledge and appreciation of the institutional instruments for regional cooperation and integration in water resources management. Senior government officials - over and above policy development also play a critical role in the development of frameworks to engage and empower the communities to cultivate ownership and technical ability to maintain water supply schemes in most Member States. The institution of SADC should be empowered in order to effectively play their respective roles. These institutions include technical committees, committees of senior officials and ministers, national committees, etc. Finally, the River Basin Organizations come in various forms such as river basin commissions, river basin authorities and other shared basin organisational structures. They are responsible for managing part or an entire river basin or governing shared watercourses in part or in full. Some River Basin Commissions may cover more than one basin as a way of optimising resources. The river basin commissioners are critical target audience for implementing the provisions of the Protocol as well as the Regional Water Policy and Strategy. Page 39