Awareness and Communication Strategy and key intervention areas. The main goal for the Awareness and Communication Strategy for the SADC Water Sector is guided by that of the SADC Treaty and is therefore: Improved awareness and understanding on water issues and initiatives in the SADC region contributing to poverty eradication and regional integration This goal would be achieved through a number of strategic objectives as follows:  To build awareness, understanding and support of IWRM approach in the SADC region among defined target groups and increase the effectiveness of its implementation as an approach that contributes to SADC goals of poverty eradication and regional integration;  To advocate and promulgate water related regional instruments and interventions among SADC institutions, relevant regional organizations and cooperating partners;  To promote understanding of and adaptation to climate change phenomenon in the development and utilization of water resources especially in shared watercourses;  To increase awareness and commitment among SADC institution, other regional organization, NGOs and agencies on the importance of water supply, sanitation and hygiene in poverty reduction and related IWRM issues;  To encourage peaceful and cross-boarder investments in shared watercourses or transboundary water resources management and utilization that further promotes regional integration;  To increase awareness and advance the importance of water demand management in the development and utilization of water resources especially in shared watercourses; and  To advance water resources development, socio-economic and environmental aspects that promote investment in and use of water resources in poverty eradication and regional integration. 1.7 The Guiding Principles  Message should be clear and specific: In crafting communication messages, implementers of communication activities should always ensure clarity of message and be able to outline specific issues and required action.  Tailored to target audience: In communication, the notion of “one-size-fits-all” does not usually apply. This is more so because the public is not homogeneous.  Strengthened by facts and practical examples: For effective communication, messages must be backed by specific facts generated by credible research, images and practical examples which may be in the form of case studies.  Adapted to existing communication infrastructure: Implementers of communication activities should understand the communication environment of their target audiences and adapt their communication methods and tools to that reality. Page 7