Sana’a faces the dire prospect of running out of water within the next decade groundwater and surface irrigation is been priced at well below their economic cost
We used the world water day We used national days with public exhibitions in parks and streets Setting up street banners, distributing stickers and wheel covers We participated in TV discussion rounds on health and water We used well known musicians to create songs and poems on water and water problems.
1 gtz striking_wash_communication__final_06_09_10
IWRM… and how to sensitize the Yemenite population on water issues Yemeni-German Technical Cooperation Institutional Development of the Water Sector in Yemen “ Striking WASH Communication” World Water Week 2010
The Deutsche Gesellschaft für Technische Zusammen- arbeit (GTZ) is a federally owned organisation. We work worldwide in the field of international cooperation for sustainable development. Our mandate is to support the German Government in achieving its development objectives. Our core competency is Capacity Development .
<ul><li>It shows that - even in a society with low literacy levels and awareness on water issues - it is possible to communicate complex messages to a wide audience! </li></ul><ul><li>By bringing the water subject right into daily life, awareness raising can be achieved: The national cartoon character “Rauian” is present on TV and radio, in newspapers, streets and schools… </li></ul><ul><li>… even ministries, authorities and international organizations make use of “Rauian” in their effort to sensitize the public </li></ul>
> 22 million people > 3% population growth > 90% water for agriculture > 40% water for drugs (Qat) > 65% groundwater dependency 4-6m/year groundwater level descend < 200mm average precipitation rate > 2600mm evapotranspiration rate 619m 3 /capita/year water footprint most groundwater is unrechargeable
1. Severe water scarcity 5. Groundwater overexploitation 4. Water overuse for drug irrigation 3. Illegal drilling activities The public is ignoring Yemen’s water problems! What can be done? 2. Water mismanagement
<ul><li>Water is not an issue of public concern </li></ul><ul><li>Conventional means of communication have not proven successful to reach decision-makers and the public </li></ul><ul><li>As water policies promote expanding use of the scarce resource there is little interest to communicate the corresponding pressing problems </li></ul>
We created a smart and charming Yemeni cartoon character who could, in a playful manner, communicate complex and unpopular messages on water issues appealing to adults and children, literate and illiterate alike. Hello, my name is Rauian.
Aged 2 years, I already became the national water mascot in Yemen For the first two years approx. 100.000€ were needed and provided by the German Government and the Yemeni Water Resource Authority NWRA A group of 25 Yemeni and international artists, water- and media experts worked together during 2007 and 2008
If we become really popular… we can raise people’s awareness! Yes we can! - Awareness movie - TV and radio spots - Street posters - Water songs - Wheel covers - Etc….
<ul><li>We worked in brainstorming groups to define targets and possible activities - involving designers, movie makers, animation experts, artists and WASH experts to identify needs and solutions. </li></ul><ul><li>It took us 12 month, until we launched the mascot during the WWD 2007 with the participation of ministries, authorities and international organizations. </li></ul>
Since water is a general problem, we wanted to reach everybody concerned Having developed the mascot we planed ad hoc for each event We wanted to be part of the public daily life and used every event and platform to appear with jointly formulated messages
If we want to foster participative decision processes in societies with low education levels we must make use of a wide variety of media and communication channels to raise awareness Using somebody like us to communicate WASH issues makes it a lot easier and opens closed doors!
<ul><li>Giving a corporate identity to the water sector in Yemen </li></ul><ul><li>Rauian is known across the country so are his messages </li></ul><ul><li>Daily appearance of water related topics in public communication e.g. national TV, Radio, Newspapers, </li></ul><ul><li>About 5 million people are reached every day </li></ul><ul><li>Giving the National Water Authority a public face </li></ul><ul><li>Positive feedback from all levels of society and neighboring countries </li></ul>
<ul><li>Deutsche Gesellschaft </li></ul><ul><li>für Technische Zusammenarbeit </li></ul><ul><li>(GTZ) GmbH </li></ul><ul><li>Contact: </li></ul><ul><li>[email_address] </li></ul>Watch me in action on: http://www.youtube.com/watch?v=OXTX_h4N-Dw Thank You!