Awareness and Communication Strategy Figure 2.1 – Breaking down the IWRM definition from technical to simple IWRM The technical definition of IWRM STEP 1: Breaking down IWRM (referenced to definitions, principles and key activities) STEP 2: Grouping words to condense the elements of the concept STEP 3: Identifying key words that represent clusters Integrated Water Resources Management (IWRM) is the coordinated development and management of water, land and related resources, in order to maximize the resultant economic and social welfare in an equitable manner without compromising the sustainability of vital ecosystems. Weave; Life, Growth; Limit; Everyone; Everything; All; Benefit; Value; Wealth; Clean; Available; At risk; Participation; Joining; Linking; Together; Save; Share; Peace; Collective; Group; Development; Management; Co-ordinated; Resources; Water-related Assets; Efficiency; One drop- many uses; Grow value; People; Society; Welfare; Social Good; Consensus; Next Generation; Longer; Forever; Preserve; Sustainability; Economic Good; Environment; Women; Provide; Holistic; Equity; Balance; Today; Tomorrow; Conflict Resolution; Future Clean Available Resources Water assets Land Coastal Aquatic Environment Limited At Risk Ecosystems Manage Life Growth Benefits Value Wealth Development Grow value Welfare Social good Economic good Provide Everyone Everything All Participation Join Balance Linking Together Peace Conflict Resolution Collective Group Co-ordinated People Society Consensus Women Holistic Limit At Risk Save Share Efficiency One drop/many uses Next generation Longer Forever Preserve Sustainability Future Water (resources) Better Life All /Together Today Tomorrow IWRM - simple: Distilling the concept into short, sharp, easily remembered slogan Watering life together forever Page 12