Report 4 Communication Plan

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Report 4 Communication Plan

INTEGRATED WATER

RESOURCE

MANAGEMENT II

COMMUNICATION PLAN

REPORT NO. 4

May 2009

This report is made possible by the support of the American People through the United States Agency for International Development

(USAID). It was prepared by International Resources Group (IRG).

TITLE 1


INTEGRATED WATER

RESOURCE

MANAGEMENT II

COMMUNICATION PLAN

REPORT NO. 4

Contract No. EPP-I-00-04-00024-00 Task Order No. 06

May 2009

Prepared by:

Darryl H. Kuhnle

Public Awareness Public Awareness & Communication Specialist

International Resources Group

1211 Connecticut Avenue, NW, Suite 700

Washington, DC 20036

202-289-0100 Fax 202-289-7601

www.irgltd.com

DISCLAIMER

The author’s views expressed in this publication do not necessarily reflect the views of the United States Agency for International

Development or the United States Government.


Communications Plan

For use by the IWRM II Project Team and Counterparts of

The Ministry of Water Resources and Irrigation

Arab Republic of Egypt

By

Darryl H. Kuhnle

International Public Awareness Consultant

May 24, 2009

“Managing Water Together, Egypt Lasts Forever”


TABLE OF CONTENTS

EXECUTIVE SUMMARY 1

1. INTRODUCTION 2

2. ASSESSMENT 2

3. GOALS AND OBJECTIVES 3

4. THE PLAN 5

5. PA MATERIALS LIST, ASSESSMENT FOR USE AND SAMPLES 8

APPENDIX 1: PA LOG FRAME 9

APPENDIX 2: SPECIFIC PA ACTIVITIES 11

APPENDIX 3: IDENTIFICATION & ASSESSMENT OF PA MATERIALS:

PART 1: EXISTING MATERIALS 18

APPENDIX 4: IDENTIFICATION & ASSESSMENT OF PA MATERIALS:

PART 2: NEW MATERIALS 24

APPENDIX 5: PROPOSED PUBLIC AWARENESS PRODUCTS 26

APPENDIX 6: ESTIMATED COSTS FOR MEDIA AND MATERIALS 27

APPENDIX 7: INTERNAL COMMUNICATIONS 28


ACRONYMS

BCWUA

GOE

Branch Canal Water User Association

Government of Egypt

IWRM I USAID/Egypt funded LIFE Integrated Water Resource Management Project (2004-

2008)

IRG

IWMD

IWMU

IWRM II

KAP

LIFE

M&E

MALR

MWRI

O&M

PA

PPP

RWMO

USAID

WCU

WUA

International Resource Group

Integrated Water Management District

Integrated Water Management Unit

Integrated Water Resources Management II

Knowledge, Attitude, and Practices

Livelihoods and Income from the Environment

Monitoring and Evaluation

Ministry of Agriculture and Land Reclamation

Ministry of Water Resources and Irrigation

Operation and Maintenance

Public Awareness

Private-public partnership

Regional Water Management Organization

United States Agency for International Development

Water Communication Unit

Water User Associations

IV

PUBLIC AWARENESS AND COMMUNICATION PLAN


EXECUTIVE SUMMARY

IWRM II will treat public awareness, education, and communications as a crosscutting tool to

support all its major activities. IWRM I worked closely with the MWRI Water Communication

Unit (WCU), building its capacity so that it now has capability to prepare a broad range of

communications materials. IWRM II plans to continue this partnership which has worked so

well.

IWRM I confirmed the importance of public awareness, education, and communication support

for capacity building, and for eliciting understanding and support for institutional reform and

the integrated water management concept. These will be major initiatives under IWRM II, with

a robust program directed at multiple audiences, including senior public sector policy makers,

water managers, BCWUA officials and members, the donor community, and the private sector.

IWRM II has reviewed communications, education, and awareness program during the work

plan preparation to ensure that needed support requirements for each project component are

well understood. The Communications Plan will be updated annually and IWRM II will make

operational changes on a continual basis.

The target audiences of the awareness program under IWRM II are:

• Senior public sector policy makers including ministry staff and other stakeholders;

• Water managers within MWRI, including district engineers, technicians, and others;

• BCWUA officials and members;

• The donor community; and

• The private sector.

The main message the project will seek to transmit is that: “Through the Blue Revolution

Initiative, USAID and its partner International Resources Group seek to decentralize the

management of water resources and to have farmers participate in such management to increase

water use efficiency and to transform the culture and governance of water in Egypt.”

Communication tools will include media releases, conferences, interviews and placements;

branded and attractive collateral materials; site visits; success stories; beneficiary testimonials;

professional photography; videos; web casts, and e-invitations or other e-mails sent to group

lists.

The Public Awareness, Education, and Communication team will support training material

development, and will enhance presentation and packaging, support training and workshops as

required, prepare success stories, expand photo archives, ensure that gender equity concerns are

reflected in all communication materials and events, and maintain and regularly update the

project website, on which all project-developed materials will be made available.

To achieve success in the core activities of the project, namely formation and strengthening of

both IWMD and BCWUA, public awareness, education and communication support is essential.

Beginning with project start-up, a modest materials package will be developed to present the

overall project and provide general information regarding project objectives and activities. In

addition, to support the overall project, a website will be designed, constructed, and deployed in

support of public awareness and information activities. All materials (i.e., reports, brochures,

videos, fact sheets, newsletters, and maps) produced under the project will be available via the

website.

PUBLIC AWARENESS AND COMMUNICATION PLAN 1


1. INTRODUCTION

The purpose in preparing this Communication Plan is to guide the international and national project

staff of the USAID Integrated Water Resources Management II (IWRM II) Project in overseeing

public awareness (PA) activities and campaigns that promote more effective utilization and

conservation of available water for use in the agriculture industry sector. This Plan is designed on the

principle of effective water use and conservation through farmers’ participation as members of water

user associations, overseen by officials of Integrated Water Resource Management Districts working

in harmony with water users. The Plan itself is intended to initially support the project’s eight tasks

identified in the Work Plan Year 1: January-December 2009. The matrix of media materials and

utilization likewise identifies dissemination and dates to cover the entire four years. The Plan

identifies communication objectives; key messages where appropriate; media and materials use with

existing, revised or new media; interpersonal activities; some milestone events; and training as

essential building blocks to the Plan.

In reality, this Plan is intended to address and support two major activities of the IWRM II project,

viewed from the perspective of the international consultant: a) the facilitation of water supply and

user groups to support integrated water use management; and b) the encouragement of water users,

once they are a “captured audience” as Branch Canal Water User Association (BCWUA) members,

to select crops and apply technologies that consume less water.

While implementing this Communications Plan, the IWRM II team will identify messages, target

groups, media, and information use for a wide array of audiences from high-level policy makers,

ministry officials, and district irrigation officers to water users and members of the communities

where IWRM II project activities will occur. The Plan further describes how the project will address

the needs of eight linked project tasks (with matrixes included as appendices).

It has been pointed out that in lieu of a full time development communication expert being on board

throughout the four-year project duration, the Plan needs to be laid out in a user-friendly fashion so

that non-communication staff can easily select public awareness and communications materials for

use in any IWRM II activity that entails formation of Integrated Water Management District

(IWMDs), BCWUAs, and introduction of new innovative water-saving techniques for farmers to

apply in saving water.

2. ASSESSMENT

Before this Communications Plan was developed, an initial assessment was conducted at the project

site through visits and interviews with appropriate Ministry of Water Resources and Irrigation

(MWRI) staff. A review of project documents, work plans, and existing media materials on file at the

IWRM II project site, both in hard copy and on the shared network, yielded further background for

choosing an effective plan. Likewise, a series of visits were made to the MWRI Water

Communication Unit to review available materials and discuss the potential for collaboration for

public awareness and communications activities during IWRM II. Through these initial steps, it was

evident that a significant amount of useful media materials, both print and electronic, were produced

in the recent past, and directly relate to IWRM II plans. Some slight modifications can be made to

existing materials, with several new products identified.

2 PUBLIC AWARENESS AND COMMUNICATION PLAN


Under ideal conditions, a communication strategy would be prepared after launching formative

research and studying the latest results from interviews with target groups, in anticipation of their

behaviors toward an issue with respect to the program. Luckily, as the IWRM II has already drawn

from the excellent experience and lessons learned from IWRM I, it is not necessary to consider a

baseline survey of communication needs prior to launching communication activity, although a few

questions on communication preferences have been added to a “client satisfaction” survey already

under way. Results from the initial survey, available in June, can be useful for some responses

concerning water users, compared to responses by water users at the end of four years when the

project concludes. Additional rapid surveys by small teams in various districts can assess how water

users and officials are responding to IWRM II communications that can guide the IWRM II team in

making any adjustments to materials design, use, and distribution.

3. GOALS AND OBJECTIVES

One of the most important initial steps in preparing a communication strategy is to identify a set of

goals and objectives that are based on an evaluation of communication gaps currently existing, as

they pertain to the topical issues at hand. From this, a resulting series of awareness-raising and

advocacy activities can be articulated that will most likely achieve expected impacts.

Overall, the IWRM II project builds its public awareness and communication program as a crosscutting

tool to support all its major activities. The IWRM I project confirmed the importance of

public awareness, education and communication support for capacity building and for eliciting

understanding and support.. To support the Communications Plan, we have identified the goal and

objectives of the communications program as follows:

Goal:

Increased awareness, motivation, and action by all stakeholders and beneficiaries in

organizing integrated water management systems at the district level and irrigation

directorate and ultimately transfer of innovative technologies to water users that

result in increased water saving and incomes.

In support of IWRM II, a number of interpersonal events, capacity building workshops, and mass

media activity will target government officials, NGOs, and water users in key targeted IWRM II

districts resulting with greater understanding and pro-activeness in decentralizing and integrating

water use management between district water suppliers and water users.

IWRM II Structure:

The IWRM II Project has two major components and eight project tasks.

Component 1: Water Users

1.1 Formation and Development of Branch Canal Water User Associations

1.2 Sustainable Local Financing for Canal and Drain Maintenance

1.3 Improvements in Water Productivity and Efficiency

1.4 Wastewater Reuse

Component 2: Water Suppliers

PUBLIC AWARENESS AND COMMUNICATION PLAN 3


2.1 Regional Water Management Organizations (RWMO)

2.2 Formation and Development of Integrated Water Management Districts

2.3 Establishment of Information Management Systems For Sustainable Water

Resources Management.

2.4 Capacity Building of MWRI Personnel

Communication Objectives for Component 1, Water Use:

Task 1.1: Formation and Development of BCWUAs, the Communication Objective is:

Through greater awareness of the IWRM II and expressed benefits of forming

WUAs, more BCWUAs are formed and become operational.

Task 1.2: Sustainable Local Financing for Canal and Drain Maintenance, the Communication

Objective is:

Through information provided by the IWRM II about fee collection & money

management, BCWUAs prepare to sustain their own financing for O&M.

Task 1.3 Improvements in Water Productivity and Efficiency, the Communication Objective is:

Through effective technology transfer, water users are improving water use efficiency

by selecting & growing high cash and low water consumption crops.

Task 1.4 Wastewater Reuse, the Communication Objective is:

Through effective communications and raising awareness, investors and private

sector encouraged investment in reusing treated waste water for agriculture.

Communication Objectives for Component 2, Water Supply:

Task 2.1 Regional Water Management Organizations, the Communication Objective is:

Through awareness raising, IWRM II assists in development of at least one RWMO.

Task 2.2 Formation and Development of Integrated Water Management Districts, the

Communication Objective is:

Through awareness raising and materials support, IWMDs are formed and

operational.

Task 2.3 Establishment of Information Management Systems for Sustainable Water Resources

Management, the Communication Objective is:

Through awareness raising and materials support, information management systems

are established in the IWRM II region and are helping track proper water

management.

4 PUBLIC AWARENESS AND COMMUNICATION PLAN


4. THE PLAN

The Communications Plan itself is illustrated in the attachments as a simple logical framework

(Appendix 1) along with an identification of specific public awareness and communications activities

in matrix format for ease of use by IWRM II project staff (Appendix 2). The matrix itself lays out

the rationale for choosing specific media and materials support, based on the suggested activities and

events where these materials can be utilized. The goal, objectives, and identification of all elements of

the strategy are presented in the framework, along with an identification of existing and new

materials for adaptation, production, and dissemination by the appropriate task officials.

The media materials selected in this Plan have been identified from existing materials reviewed and

assessed from the IWRM I Project shared network, where a wide range of multi-media is stored in a

multitude of formats. The matrix identifies the material, updates the status of the material, and

suggests dates when the material should be used or launched.

With respect to planned events and conferences in this initial 2009-2010 year, the strategy can be

adapted and revised as the project reviews its accomplishments against the M&E Plan to be

developed, so it can adapt the strategy in 2010 and beyond.

In addition to the strategy implementation activities and Work Plan as appended to this strategy, a

monitoring and evaluation (M&E) system will be developed at the end of May 2009, through further

consultation visits, and this can help track progress to a set of indicators should more public

awareness-communication indicators be identified.

Overall, the Communications Plan can be described as a supportive strategy that covers a wide range

of communication needs and purposes. On the one hand, the intent is to introduce and explain the

IWRM II project to a wide range of audiences who are outside the IWRM II technical arena. These

are people who are influential and can affect the enabling environment for IWRM II to operate

smoothly and receive support, or just to inform the general public that Egypt has a project that is

looking to help conserve water for future generations, tying in with the overall “green” environment

issues that continue to get worldwide attention. The Plan then focuses on the specific supportive

needs for each of eight tasks for the IWRM II. Specific target audiences for each task, a set of

illustrative messages, yet to be chosen, and a mix of potential multi-media can be utilized in a variety

of settings; IWRM II task leaders, consulting with the IWRM II public awareness task leader and/or

his designate, decide which method to utilize.

As the details of the Plan are appended as “Specific Public Awareness Activities” in detail, the overall

approach for each task is as follows:

Approach to Public Awareness Plan

Task 1.1: PA to support formation and development of BCWUAs

The need is to introduce the IWRM II project to stakeholders and others of influence through a

variety of methods and to help set the stage for a smooth project launch for mobilizing the

BCWUAs in each district. For this, a general packet of information needs to be prepared and

presented to these kinds of audiences. The Task 1.1 team will need updated materials used from the

previous project such as the flip chart that describes the BCWUAs, posters and flyers that are further

identified in the appended PA activities need to be updated and disseminated according to the Plan.

As the formation of BCWUAs progresses, detailed documentation for each BCWUA, together with

reports and pictures, can be shared with IWRM II PA staff in Cairo for use in preparing new success

stories and submitting reports to the website.

PUBLIC AWARENESS AND COMMUNICATION PLAN 5


Action by IWRM II PA: Update materials per the appended materials list, contact TV authorities

to explore access to programs to include spots, and finalize production and distribution of

these materials to support BCWUAs’ formation and activation.

Task 1.2: PA to support the sustained local financing for canal and drain maintenance

The need here is to prepare any kind of information or instructional manual or brochures on details

of the anticipated revised Law 12/1984 and other specifics of money management to help BCWUAs

sustain their Operation and Maintenance (O&M). As the use of PA is not well defined in this case,

we can only anticipate what might be required. Perhaps the fact that BCWUAs are, in fact, sustaining

their own O&M could itself be a potential story for the mass media – visiting one or several

BCWUA sites and documenting one or several successful BCWUAs. Likewise, the IWRM II team

can document the process of BCWUA sustainability through reports and images sent to the IWRM

II PA team in Cairo to use in any variety of media.

Action by IWRM II PA: Decide on the kind of materials support and messages that will be used

after Law 12 Amendment is ratified. The messages would help describe money management

for BCWUAs and design/produce materials accordingly.

Task 1.3: PA to encourage and inform growers to choose crops that save water

This could be the opportunity to develop a more in-depth and well focused behavior change

communication program that would study farmers in the East Nile area who are growing high water

consumption crops (such as rice) and, while representing the IWRM II program as a joint effort in

this case with the Ministry of Agriculture and Land Reclamation (MALR), demonstrate how certain

crops can use less water and yield as much, if not more, income. This will require a more in-depth

Knowledge, Attitude, and Practices (KAP) study of farmers as to their willingness to change their

cropping and thus build the PA interventions on such results. Over the life of the project, field

demonstrations can be documented and results shared with farmers, while at the same time, the

IWRM II PA staff can disseminate new print and video materials about selection of water saving

crops that are to be produced per the Communications Plan.

Messages such as “Traditional methods of saving water are effective but there are some crop varieties

for Egypt that if farmers choose, can save even more water and offer good incomes.” Should be

developed. If aimed directly at rice growers, the IWRM II Task 1.3 message could read: “While

continuing to cultivate rice means less worry and risk in growing other crops, the amount of water

you use with new and high income crops will be much less and save water for Egypt.” The IWRM II

would need to document the extent to which farmers are changing their cropping preferences and

present this in new success stories and potential news coverage so other BCWUA members can see

the results to expand the potential they, too, might have for changing their cropping patterns.

Subsequent follow-on KAP surveys and observational visits can determine the extent to which the

PA behavior change program for 1.3 has impacted farmer decisions to change or not change their

cropping behaviors.

In addition to behavior change in convincing farmers to grow alternative crops, there would be a

technology transfer – instructional side to this campaign, in helping educate farmers on how to grow

these alternative crops. Coordinating with the MALR Extension Service, up-to-date materials and

videos that demonstrate how specific crops grow using new and innovative irrigation technologies

would be part of this strategy.

Action by IWRM II PA: Determine the extent to which this task should be supported by larger PA

team if behavior change is crucial to measure. If not, then simply support materials as

outlined for Task 1.3 (new brochures and new videos outlined by the 1.3 task leader) would

be produced according to the Plan. Some recent data was collected on crop patterns, water

use and income yield potentials that will be important to document for use in future

materials.

6 PUBLIC AWARENESS AND COMMUNICATION PLAN


Task 1.4: PA to encourage investors and provide them with information on the cultivation of

crops using treated wastewater

A PA strategy for this task would need to be prefaced with an overall message that is, indeed, a

population and environmental issue, given the fact that by 2017 urban and industrial water users will

have been doubling their amount of waste dumping into the water source since the year 2000. This

prediction causes enough alarm to explain in several scenarios how treated reused wastewater can be

used for certain crops, thus helping to reduce the overall consumption rate of available water. This

technology is little known to the general public and perhaps the same is true with high level

stakeholders; therefore, the use of mass media to explain this innovative use of wastewater might be

potentially “newsworthy” if IWRM II can convince broadcasters and journalists to cover this activity

during IWRM II. The brochure developed previously during IWRM I can be updated for use in this

task. The PA activities in the appended matrix provide more details for launching awareness-raising

for this task.

Action by IWRM II PA: Update the brochure on Growing Crops with Reused Waste Water that

reflects the new project, logo, and slogan and hold for later dissemination to investors and

BCWUAs once they are formed.

Task 2.1: PA supporting the development of Regional Water Management Organizations

The Plan for this task does not depart from similar approaches from other tasks other than saying

that the message to use here is that in this task the IWRM II project will help create a body closer to

Integrated Water Resources Management Directorates that can decentralize management of water

resources on the regional level. Once the MWRI pursues this task, a more defined PA approach and

associated activities can be defined. For now, the use of generic IWRM II media and materials

outlined in the other tasks will contribute to the overall awareness-raising of the IWRM II with the

availability of materials describing the IWRM II, adequate press coverage, and submissions of reports

and stories on the IWRM II web site.

Action by IWRM II PA: Discuss the communication needs for this task with concerned MWRI

officials so that, once it is 100% certain that RWMOs will be formed, PA activities will not

be a waste of time and expense. This task is identified, of course, in other general materials

informing stakeholders about the IWRM II.

Task 2.2: PA supporting the formation of IWMDs as they link with BCWUAs

Similar in scope to the kind of activities outlined for Task 1.1, once stakeholders and others of

influence understand IWRM II, the focus shifts to helping district officials form IWMDs so they can

interact with and assist BCWUAs as they are formed. A suggested message that can be phrased in

several ways might be: “Before BCWUAs are formed, it is necessary to organize 45 district level

groups that oversee water supply and availability for meeting the needs of water users who are

forming BCWUAs.” The decentralized approach to water management would be described at

meetings and be guided by the IWRM II teams using the “Guide Book for Implementing IWMDs, as

adapted by the IWMR II PA program, as detailed in the appended activities and media materials list.

As is similarly described above in Task 1.1, a variety of methods to help set the stage for a smooth

project launch for mobilizing the BCWUAs in each district would be precluded by this task. For this,

a general packet of information would likewise be prepared and presented to target groups who

affect the formation of IWMDs in the 45 districts. The most significant set of new materials for this

task would be the design and production of 45 new district brochures that profile the districts and

include the new BCWUAs that are eventually formed. The IWRM II could produce these materials

before the BCWUAs are formed, and use the information for profiling the districts and then, as each

district completes the formation of the BCWUAs, that information can be inserted later into the

brochures and be finalized. Doing so would of course add to the cost of the publications. Otherwise,

the 45 brochures should be produced when the BCWUAs are formed.

PUBLIC AWARENESS AND COMMUNICATION PLAN 7


Action by IWRM II PA: As is the case with all the tasks, the general information packet on IWRM

II that includes a new brochure and writing tablet in the new folder must be produced as all

target groups need to have this information. When district teams are organized, the

Guidebook can be inserted as well in as many numbers of copies as IWRM II and Task 2.2

task leader determines.

Task 2.3: PA supporting Management Information Systems (MIS)

The PA program to support this task would originate in describing the importance of state-of-the-art

MIS technologies to stakeholders and to show them, via success stories from the previous IWRM I

project (success stories bundled into five books) that MIS is playing a significant role in helping

manage water supply and use. Likewise, these success stories can be shared at the district level with

IWMDs in the process of forming new BCWUAs and in getting MIS organized in the new IWRM II

region. Other than that, the mass media might be interested in describing in a news report how such

an innovative MIS technology system is helping Egypt preserve what water is available, again tying

this in with environmental – “green” – issues.

Action by IWRM II PA: Collect success stories about use of MIS from the five bound success

stories books, and collate for use in sharing with groups in the IWRM II region. Produce

enough copies to cover 45 district offices and personnel who can share this with BCWUAs.

As for other tasks, the mass media needs to be contacted to explore their potential interest in

IWRM II as it relates to environmental – conservation issues and prepare to produce TV

spots or utilize existing videos that show MIS being used from the previous IWRM project.

Task 2.4: PA supporting capacity building

As the IWRM II has not clarified the use of PA support for this task, anticipated support for this

task might be helping the task leader prepare announcements to place at the IWRM II website

and/or circulating information on academic programs for prospective MWRI Master’s/PhD

candidates within the ministry about available opportunities.

Action by IWRM II PA: Discuss with the 2.4 task leader what communication materials support

he requires and incorporate this into the overall Communications Plan.

5. PA MATERIALS LIST,

ASSESSMENT FOR USE AND

SAMPLES

Appendix 3 identifies a series of recommended existing print and e-media materials that support the

strategy implementation to include samples of updates. Likewise, a set of new materials, having been

further identified, appear in Appendix 4 with a description of the new material for use in working

with selected vendors to further design and produce the materials. Appendix 5 presents a list of

proposed public awareness products with an accompanying schedule. Appendix 6 provides

estimated costs for media and materials.

8 PUBLIC AWARENESS AND COMMUNICATION PLAN


APPENDIX 1: PA LOG FRAME

Communication Plan

A guide for IWRM II Project Team and Counterparts at Ministry of Water

Resources and Irrigation

Arab Republic of Egypt

The Approach:

To guide the international and national project staff of the USAID Integrated Water

Resources Management II (IWRM II) Project to oversee public awareness activities and

campaigns that promote more effective utilization and conservation of available water for

use in the agriculture industry sector. This Plan is designed on the principle of effective

water use and conservation through farmers’ participation as members of water user

associations, overseen by officials of Integrated Water Resource Management Districts

working in harmony with water users. The Plan itself is intended to support the project’s

eight tasks identified in the Work Plan Year 1: January-December 2009. The Plan

identifies communication objectives, key messages where appropriate, media and

materials use with existing, revised or new media, interpersonal activities, some

milestone events, and training as essential building blocks to the Plan.

Communication Goal:

Increased awareness, motivation and action by all stakeholders and beneficiaries

in organizing integrated water use management systems at the district level and

directorate level and ultimately transfer innovative technologies to water users

that result in increased water saving and incomes.

In support of IWRM II, a number of interpersonal events, capacity building workshops

and mass media will target government officials, NGOs, and water users in key targeted

IWRM II districts resulting with greater understanding and pro-activeness in

decentralizing and integrating water use management between district water suppliers

and water users.

PUBLIC AWARENESS AND COMMUNICATION PLAN 9


In Support of Water Use

Communication

Objective Task 1.1:

Communication

Objective Task 1.2:

Communication

Objective Task1.3:

Communication

Objective Task 1.4:

Through greater

awareness of the

IWRM II and

expressed benefits of

forming WUAs, more

BCWUAs are formed

and become

operational.

Through information

provided by the IWRM

II about fee collection &

money management,

BCWUAs prepare to

sustain their own

financing for O&M.

Through effective

technology transfer,

water users are

improving water use

efficiency by selecting

& growing appropriate

crops.

Through effective

technology transfer,

water users are

effectively reusing

treated waste water.

Task Lead: Eng Nabil Task Lead: Eng Nabil Task Team: Ken Task Team: Dr. Wadie

In Support of Water Supply

Communication

Objective Task 2.1:

Through awareness

raising, IWRM II

assists in development

of at least one RWMO.

Communication

Objective Task 2.2:

Through awareness

raising and materials

support, IWMDs are

formed and

operational.

Communication

Objective Task 2.3:

Through awareness

raising and materials

support, information

management systems

are established in the

IWRM II region and are

helping track proper

water use.

Communication

Objective Task 2.4:

Provide materials

support of IWRM II

capacity building of

MWRI staff.

Task Lead: Eng Nabil Task Lead: Eng Maher Task Lead: Eng Nabil Task Lead: Dr.

Elassiouty

10 PUBLIC AWARENESS AND COMMUNICATION PLAN


APPENDIX 2: SPECIFIC PA ACTIVITIES

Target Groups &

Behaviors

Senior level stakeholders

external to IWRM II

understand & are supportive

of project.

MWRI officials and other

ministries linked with water

& agriculture programs

understand & are supportive

of project.

District Advisory Teams who

will mobilize BCWUAs are

proactively organizing water

users.

Water Users, potentially

BCWUA members

Understand need to form

BCWUAs and become

members.

The mass media understand

IWRM II and assist project.

Indicative Key

Messages/Slogans

Activities -Events

Media & Materials

Support

Status

Task 1.1 Formation and Development of Branch Canal Water User Associations (BCWUAs)

Communication Objective: Promote and support the formation of BCWUAs

“Your support of IWRM II

means success of water

availability for Egypt”

“IWRM II connects people in

optimizing use of Egypt’s

available water”

“Our aim is to who water

users how to organize and

realize benefits of using

water equitably and wisely.”

“When we work together

using water more efficiently,

we assure we have plenty of

water whenever we need it.”

“We Egyptians who cover

the news must be convinced

that future of water means

our future survival.”

Workshops, conferences , and

meetings.

Personal visits to key

influential officials to promote

IWRM II.

Key high level officials appear

on national TV programs and

act as supportive

spokespersons through

interviews.

Provide PA support to MWRI

district advisory teams who

plan to visit districts in

mobilizing BCWUAs with

IWRM II Awareness packet,

select materials according to

target groups expected to

meet.

Organize seminar/meeting

with journalists describing the

program and requesting

coverage of IWRM II during

the four year period.

Prepare an “IWRM II

Awareness Packet”

consisting of revised

existing materials (folder,

brochure & tablet)

Disseminate revised 10

banners to District and

BCWUA offices.

Updated IWRM II Power

Point slide show.

Use revised Discussion

Guide to organize

BCWUAs.

TV spots on BCWUAs

from Water

Communication Unit

(WCU) library, and lobby

Min of Info for TV

interviews with IWRM II

officials.

Website update and

continual insertions of

IWRM II progress on

organizing BCWUAs.

Details of IWRM II

materials & distribution

& costs in Appendix 3.

New folder, brochure and

tablet cover with vendor

under design.

Need to update 10

Banners on IWRM, to

poster size.

Need a revised Power

Point.

Revise discussion guide

(Large flip charts).

Select most appropriate

videos from WCU library

and adapt for use by

IWRM II as potential

broadcast TV spots.

Website under revision

with IT consultant.

Dates Needed

Start June 2009

Already under way and

continue throughout

project.

PUBLIC AWARENESS AND COMMUNICATION PLAN 11


Target Groups &

Behaviors

BCWUA members

understand policies allowing

them to take responsibility of

O&M.

Indicative Key

Messages/Slogans

“Our government is doing

its best to decentralize our

water use and management,

so we are responsible for

finding a way to share the

costs of managing our own

water use.”

Activities -Events

Media & Materials

Support

Share success among

potential new members

of BCWUAs.

Task 1.2 Sustainable Local Financing for Canal and Drain Maintenance

Communication Objective: Support BCWUA financial program

Awareness raising meetings

with BCWUA members on

policies of fee collection

through appropriate workshops

and other information

dissemination.

Alert BCWUA members once

firm policy on fee collection is

passed by GOE.

Brochure or flyer

introducing the expected

revisions to law 12/1984.

Awareness packet to

help BCWUAs create

finance system and learn

how to manage money.

Website stories

Status

Select appropriate stories

about the formation of

BCWUAs from among

those currently packaged

in 5 bound books from

previous project.

Redesign the cover so it

reflects IWRM II and new

logos, and branding

rules.

Details of IWRM II

materials & distribution

& costs in Appendix 3.

Materials (Instructional kit)

may need to be developed

from scratch. Assume

once BCWUAs receive

official OK to collect fees

they may need some

guidance on managing the

process. Disseminate

packet to 8 directorates,

45 IWMD’ and total 1,000

BCWUAs.

Write up any news on

passage of

decrees/revisions to Law

12/1984 and insert to

Website and issue press

release to mass media

once GOE officially

passes this decree.

Dates Needed

As soon as passage of

revision to Law 12/1984

is expected

12 PUBLIC AWARENESS AND COMMUNICATION PLAN


Target Groups &

Behaviors

BCWUA members are

encouraged to share costs

of O&M and do so by

collecting fees.

MWRI officials and MALR

link with IWRM II to share

materials and extend new

technologies of water saving

crops.

District officials support task

1.3.

Indicative Key

Messages/Slogans

“If we contribute equally our

fair share of water use, we

are assured we get the

water we need when we

want it, repair canals when

they are broken, we can

supervise the work

ourselves.”

Activities -Events

Training and/or instructional

meetings on managing money

for O & M.

Media & Materials

Support

Training & workshop

materials to support any

kind of meeting where

money management is

the topic.

Status

Produce appropriately

designed flyers/brochures

and/or fact sheets on

financial issues and

Disseminate to 8

directorates, 45 IWMDs

and total 1,000 BCWUAs.

Task1.3 Improvements in Water Productivity and Efficiency

Communication Objective: Promote & Encourage BCWUA members to select water saving crop

“Traditional ways of saving

water are effective, but there

are crop varieties for Egypt

that if farmers choose, can

save even more water and

offer good incomes.”

“While continuing to cultivate

rice means less worry and

less risk to grow other crops,

the amount of water used is

less and incomes from new

crops can be higher.”

Any series of meetings and

workshops where IWRM II

staff can handout overview of

project info.

Use “IWRM II Awareness

Packet” when visiting

officials and at meetings

where appropriate.

Details of IWRM II

materials & distribution

& costs in Appendix 3.

Need enough copies of

print materials for

BCWUA members

(1,000,000)

Dates Needed

Specific dates TBD by

Task 1.3 anticipate years

2-3.

BCWUA members see value

of growing crops that save

water. Over time, some

farmers change their

cropping patterns and begin

to select these crops.

“Our research teams are

currently studying new crops

that are proven to grow well

in Egypt and can yield high

results and better incomes.”

BCUWA meetings and on farm

demonstrations of cropping

and irrigation techniques

Series of technical fact

sheets on cropping.

TV spots from WCU that

are appropriate to Task

1.3.

New video presentations

on cropping and water use

selected from WCU.

Outline for these fact

sheets prepared by 1.3

task leader.

Need to select which

spot(s) appropriate to

reuse, adding reference

to IWRM II and branding

rules.

Outline for these videos

prepared by 1.3 task

leader

Task 1.4 Wastewater Reuse

PUBLIC AWARENESS AND COMMUNICATION PLAN 13


Target Groups &

Behaviors

IWRM II project

stakeholders understand the

implications of using

wastewater, given the fact

by year 2017, urban and

industrial water users will be

doubling their dumping of

waste into water source

since 2000.

MWRI officials and other

ministries linked with water

& agriculture programs

understand & are supportive

of project and issues of

reusing treated wastewater.

Potential investors who can

finance water reuse

projects.

IWRM II stakeholders

understand issues of

forming RWMOs.

District officials IWMDs

support development of

WRMOs.

Indicative Key

Messages/Slogans

Activities -Events

Media & Materials

Support

Status

Communication Objective: Promote & Encourage investors to grow crops using treated wastewater

“There are new projects that

help Egypt improve the

quality of wastewater so it

can be reused and benefit

the country economically,

according to Egypt’s Code of

Reusing Treated

Wastewater”

“Results from recently

completed Water Reuse

Feasibility Study show us

that…………”

Present results of Water

Reuse Feasibility Study and

package to variety of

audiences as opportunities to

use treated wastewater as

lessening the burden of water

use, but also as new sources

of income from unique crops

that can be grown on land

irrigated with treated

wastewater.

PPP Demonstrations at project

site(s).

A fact sheet on general

topic of alternative crops

grown with wastewater.

Series of technical fact

sheets on select crops

and water requirements.

Video that highlights

growing crops with

wastewater.

Task 2.1 Regional Water Management Organizations

Communication Objective: Assist in the development of at least one RWMO.

(Message to promote

formation of RWMO needs

to be developed. Explain

RWMO purpose, impacts on

operations of IWMDs and

how MWRI will decentralize

its operational authority at

that level).

Meetings with appropriate

officials on RWMO formation.

MWRI and/or IWRM II officials

make appearances on national

TV describing RWMO

program, its purpose and

benefits.

Training of officials who will be

implementing RWMOs.

Use “IWRM II Awareness

Packet” when visiting

officials and at meetings

where appropriate.

Once formed, issue a

press release from IWRM

II or MWRI

Enter information about

Task 2.1 progress at web

site on ongoing basis.

Details of IWRM II

materials & distribution &

costs in Appendix 3.

Need enough copies of

print materials for

investors (1,000)

There are two existing

fact sheets on alternative

crops grown with

wastewater for revision,

items 24 and 25 in the

appended list of

materials.

Produce a new series of

technical fact sheets on

select crops and water

requirements

Produce new video that

highlights growing crops

with wastewater, its

water saving and income

aspects.

Details of IWRM II

materials & distribution &

costs in Appendix 3.

Since the RWMO idea is

yet to be launched, it

would do IWMR II well to

prepare ahead of time, a

fact sheet or some other

written materials to be

ready to communicate to

various target groups.

Dates Needed

Specific dates TBD by

task 1.4. Work Plan

states PA activities

should begin in Year 2

According to Task 2.1

plan when ready to

proceed on this task.

14 PUBLIC AWARENESS AND COMMUNICATION PLAN


Target Groups &

Behaviors

Indicative Key

Messages/Slogans

Activities -Events

Media & Materials

Support

Guide book or brochure,

“How to Develop a

Business Plan for RWMO”

(see Work Plan)

Status

Initial content to develop

press releases and fact

sheets at Work Plan

pp26-28.

Dates Needed

TV interview

Fact sheet on formation of

RWMO describing

purpose and plan

achievements.

Task 2.2 Formation and Development of Integrated Water Management Districts

Communication Objective: Through awareness raising and materials support IWMDs are formed and are ultimately helping farmers solve a variety of water use

problems through BCWUAs.

IWRM II stakeholders

understand issues of

forming IWMDs and support

IWRM II in this endeavor.

MWRI officials and staff

understand issues of

IWMDs and actively

supporting this task.

District officials who form

IWMDs proactively helping

water users in variety of

roles supporting BCWUAs

once established in this new

region.

Consider use of similar

messages as in Task1.1.

More specific to Task 2.2:

“Before BCWUAs can be

formed, it is necessary to

organize 45 district level

groups that can represent

the needs of water users

and assist in decentralized

approach to water supply

and use management.”

(this leads in to explaining

the pending relationship

between the IWMDs and

Personal visits and/or

workshops with stakeholders

and others who influence Task

2.2 to orient on IWRM II and

need for IWMDs and

BCWUAs.

Key high level officials could

appear on national TV

programs and act as

supportive spokespersons

through interviews.

As similar to Task 1.1, provide

PA support to MWRI district

advisory teams who will

mobilize BCWUAs with IWRM

II awareness packet, select

Disseminate the “IWRM II

Awareness Packet”

introducing project in

initial meetings. As stated

before, this consists of

revised existing materials

(folder, brochure & tablet)

Include any additional

materials inserted in the

kit as necessary.

Guide Book for

Implementing IWMDs.

Details of IWRM II

materials & distribution

& costs in Appendix 3.

All materials in support of

this task to be updated

for IWRM II identify,

logos, slogan and

branding rules.

Consult with Task 2.2 if

any content revisions are

necessary for the Guide

Book, given that while

reference is not made

that IWRM is “IWRM I”,

task 2.2 may still wish

this to be changed.

Begin June 2009 – major

first year activity support.

Update information on

progress via Web Sites

and Press releases

throughout the project.

PUBLIC AWARENESS AND COMMUNICATION PLAN 15


Target Groups &

Behaviors

Members of BCWUAs once

established trust IWMDs as

credible in helping water

users on technical matters

and in resolving water use

issues.

Indicative Key

Messages/Slogans

soon-to-be established

BCWUAs as part of the

process.)

Activities -Events

Media & Materials

Support

Status

Dates Needed

materials.

New district profiles

produced for 45 districts,

follow format as previous

project, as outlined in

Appendix 3.

Using 24 district

brochures from previous

project, produce new

brochures for 45 IWMDs

Website stories as

IWMDs are formed

Training & meeting

materials and handouts

during formation of

IWMDs prepared as

needed.

Task 2.3 Establishment of Information Management Systems For Sustainable Water Resources Management

Communication Objective: Support with information the establishment of information management systems that help monitor water use.

IWRM II stakeholders are

supportive of investing in

MIS systems that more

effectively monitor water

use as way to assure

equitable allocation of

water for all users.

MWRI officials and staff at

Cairo and district IWMD

officials understand and

support MIS system.

District officials who form

IWMD actively involved in

tracking water use and

taking appropriate steps in

resolving water use issues.

(Messages need to be

formulated that describe

what MIS systems are and

why they are beneficial to

managing water supply and

use)

Personal visits to high level

officials

Training & Workshops

Demonstrations-trainings at

water supply and use sites.

Field Visits by stakeholderofficials

to view progress of water

supply and use MIS systems in

place.

IWRM II Awareness

packet when visiting

officials.

Training & workshop

materials (Guidelines) on

using MIS systems.

Website insertions as

MIS system gets

underway in these

districts.

Develop new set of

success stories,

patterned on previous

set, on how MIS is

working in new districts.

Details of IWRM II

materials & distribution &

costs in Appendix 3.

Task 2.4 Capacity Building of MWRI Personnel

Communication Objective: Support to the IWRM II capacity building program for MWRI Personnel

Begin Year 1 and follow

during four years.

16 PUBLIC AWARENESS AND COMMUNICATION PLAN


Target Groups &

Behaviors

Indicative Key

Messages/Slogans

Activities -Events

Media & Materials

Support

Status

Dates Needed

MWRI key management

see capacity building as an

important part of their staff

growth and development..

(Messages need to be

formulated that describe the

importance of capacity

building MWRI staff linked

with goals and objectives of

IWRM II project).

Meetings or conferences

informing MWRI of courses

available to staff when

planned.

Report on results of capacity

building assessment.

Training & information

materials designed and

produced to announce

course opportunities to

staff.

Use of web site and

announce at meetings

when courses are

planned.

Details of IWRM II

materials & distribution &

costs in Appendix 3.

Suggest use of existing /

updated materials and

configure in any way

suitable for the training

course/session planned.

Consult materials library.

When Requested

When courses are

planned and announced

by Task 2.4 leader, brief

and simple flyers can

announce courses and

circulate to MWRI staff.

PUBLIC AWARENESS AND COMMUNICATION PLAN 17


APPENDIX 3: IDENTIFICATION & ASSESSMENT OF PA

MATERIALS: PART 1: EXISTING MATERIALS

Dissemination Info: 45 Districts (25 x 45 = 1125 persons); 8 Directorates (8 x 40 = 320 persons); 1000 BCWUAs (6,000-7,000 board members)

# Task Items Where Filed/

Name

1 1.1 10 Banners on IWRM

1.2 issues, Arabic & English

2 1.1 Poster-Benefits of

BCWUAs, Arabic

3 1.1 Brochures-various,

BCWUAs -Arabic &

English

4 1.1 Discussion Guidevarious

files, organizing

BCWUAs, Arabic &

English

5 1.1 6 fact sheets about

BCWUAs in Arabic

6 1.1 Tri fold - “FAQs on

BCWUAs” in Arabic

7 1.1 BCWUA membership

cards

Envisioned Usage Target Group Adapt: Distribution &

Costs

District Officials &

potential members

BCWUAs

1. Banners 10 General awareness on

importance of integrated

water use management.

2. BCWUA

Benefits Poster

3. BCWUA

Brochure PWM

4. BCWUA

Discussion Guide

5. BCWUA Fact

sheets

6. BCWUA FAQ

Brochure

3.3.2005

9. BCWUA Name

card

General awareness on

importance of integrated

water use management.

Introduce participatory water

management at District level

LARGE FLIP CHART ONLY,

NOT TABLE TOP VERSION

Use as similar to IWRM I as

orientation & training in

formation of BCWUAs.

District Officials &

potential members

BCWUAs

District Officials &

potential members

BCWUAs

BCWUA members

Change to IWRM II & its

new geographic region.

Reconsider removing

the window effect.

Branding.

Change to IWRM II & its

new geographic region.

Branding.

Change to IWRM II & its

new geographic region.

Branding.

Change to IWRM II & its

new geographic region.

Branding.

Same as use in IWRM I BCWUA members Change to IWRM II & its

new geographic region.

Branding.

This preferred than calendar

version in no. 30 considering

need to reproduce annually.

Use same as in IWRM I.

BCWUA members

Change to IWRM II & its

new geographic region.

Branding.

Use as in IWRM I. BCWUA members Check logo is correct &

change to correct IWRM

II if appropriate.

1,000 to IWRM

IWMD

BCWUA Meeting

Rooms

1,000 to IWRM

IWMD

BCWUA Meeting

Rooms

1,000,000 to

BCWUA

members

2 for each of 45

districts

10,000 to

BCWUAs

10,000 to

BCWUAs

10,000 to

BCWUAs

Dates

Required

Year 1

Year 1

Year 1

Year 1-3

Year 1-3

Year 1

Year 1

18 PUBLIC AWARENESS AND COMMUNICATION PLAN


8 1.1 Success Stories on

IWRM issues, bound in

5 books. File also

includes cover folder,

stories, final reports,

Arabic & English

9 1.1 Video film, “Edi Fi Edak

(Hand in Hand)”, Arabic.

10 1.4 Brochure & Slide Show

“Environment Services

for Improving Water

Quality Management”,

Arabic & English

11 X

cutting

Folder-IWRM Project,

for inserting materials,

Arabic & English

10. BCWUA

success story

11. BCWUA

video hand in

hand

15. Env Services

Task 5 Brochure

orange

Can use to share with

District officials and

BCWUAs as IWRM II

expands.

Use during training and

awareness raising in districts

by teams on importance of

integrated water use

management disseminated

to IWRM II region.

Technical information.

17. Folder (LIFE) In process of being revised

by WCU for initial use in

IWRM II project launch in

early June 2009

District program officials

(suppliers) & water users

Officials and water users

in new districts.

Officials and BCWUA

members

All Target Groups

No need to change

existing 5 bound books.

Use as guide when

producing new success

stories as project

progresses. Apply new

logos, slogan, and

branding on new

materials when

produced.

Check with vendor on

adding new logo, slogan

and reference to IWRM

II.

Redesign for IWRM II.

Yes, being adapted as

new IWRM II project

material.

New success

stories on IWRM

II to be produced

in years 3 and 4.

Exact numbers of

hard copies TBD,

but these stories

can be uploaded

to IWRM II web

site.

3 copies for

training teams,

then 45 for each

district.

1,000,000 to

BCWUA

members

1,000+copies

with inserted

brochure and

writing tablet

Years 3, 4

Begin 2 nd

year,

coincide with

teams

forming

BCWUA

Year 2

Early June

2009

12 X

cutting

Power Point Slide Show

& Supportive Materials,

IWRM Project to High

Level Policy Makers

(Advocacy) at

Governorate Level.

English & Arabic

13 2.2 Manual, “Guidelines for

Implementation of

Integrated Water

Management Districts”

Arabic & English

18. Governorate

Seminars

Task 1 sees high value in

this slide show for

stakeholders workshops and

use in presenting Integrated

Water Resources

Management project and

concepts to any group.

Impressive images and

captions present main

project components well!

Policy makers and donors

during meetings. Also

officials and water users in

East Nile districts as

overview of IWRM II.

19. Guidelines Use as similar to IWRM I. Teams mobilizing IWMDs

and BCWUAs

Revise to reflect key

IWRMII objectives and

activities. Revise

captions as needed to

reflect IWRM II as it

differs from IWRM.

Adapt per IWRM II title,

new logo, branding and

slogan.

45 copies, 1 for

each district

Copy for exact

number of team

members

TBD

Year 1

End of 1 st

year for

Task 1.1

PUBLIC AWARENESS AND COMMUNICATION PLAN 19


14 2.2 Individual brochures

profiling 27 IWRM I

project Districts, Arabic.

15 2.2 Brochure, “FAQ about

IWMD”, Arabic &

English

16 2.2 Power Point Slide

Shows & Supportive

Materials, Introducing

IWRM Project to High

Level Policy Makers in

Luxor and Monsura,

Arabic & English

17 2.2 Brochure on IWMD,

Arabic

18 X

cutting

19 X

cutting

Poster, cartoon showing

effects of polluting Nile

River, (text message:

“As we are responsible

for the problem, we are

responsible for

solution”), Arabic

Digital photo images,

variety for IWRM

Project purposes (75

folders, total 27.2

Gigabytes

20. IWMD District

Brochure_27

21. IWMD FAQ

Brochure

22. MWRI

advocacy

workshop

23. IWMD

Brochure

24. Nile Pollution

Poster 50x100

Suggest IWRM II can

produce new set to profile

each of 45 district profiles,

even before formation of

BCWUAs. If so, can keep

blank area where data on

BCWUAs will be added once

they are organized.

Meanwhile, interim

brochures could be

produced for profiling

districts during period when

initial contacts are made.

Use as similar to IWRM I.

Use this as template only to

guide in preparing new slide

shows for any audience on

IWRM II progress. Very

good outline for orientation

to project non-technical

audiences.

Use this as introduction to

IWMDs

While innovative for

environmental education

use, task leaders feel image

too confusing and

recommends it not be

reproduced or further utilized

for IWRM II. This could,

however be re-designed to

capture need for WUAs as

means to safeguard

availability of water.

25. Photos Suggest these be reviewed

and cataloged for easy

retrieval and use by IWRM II

PA team.

All audiences once

material includes

BCWUAs. And, for teams

mobilizing IWMDs and

BCWUAs

For teams mobilizing

IWMDs and BCWUAs

Variety of stakeholder

audiences.

Project stakeholders and

district officials.

Eliminate window effect.

Adapt per new data of

each district for IWRM

II.

Eliminate window effect.

Adapt for new logo.

Adapt as per progress

of IWRM II.

Adapt this to IWRM II,

logo, slogan, branding

requirements.

Enough for 45

district staff, &

members of

BCWUA as they

come on stream

Enough for 8

directorates, 50

IWMDs

Produce and

copy when

updating and

utilize at

meetings.

Enough for 8

directorates, 50

IWMDs

N/A N/A N/A N/A

N/A

Access at shared

network and utilize in

any variety of

publications and Power

Point Slide Shows.

Not for use

outside of

producing

materials. Can

share with others

Years 3-4

Year 1

Years 1-4

Year 1

Years 1-4

20 PUBLIC AWARENESS AND COMMUNICATION PLAN


producing

materials per

IWRM II policy.

PUBLIC AWARENESS AND COMMUNICATION PLAN 21


20 X

cutting

21 X

cutting

22 X

cutting

1.1

1.3

2.2

Power Point

Presentations on IWRM

Project Work Plans for

Years 3 & 4, English

Brochure, IWRM Project

Overview, Arabic &

English

Pocket Size cards,

IWRM Project Overview

23 1.1 Slides with captions on

BCWUA issues

24 1.4 Fact sheet, “Improved

Wastewater Reuse

Practices” English

25 1.4 Brochure, “Reuse of

Treated

Wastewater for

Agriculture in Egypt”,

Arabic & English.

26. Presentations Use this as template to

produce updates for any

audience on IWRM II

progress. Outline also good

to use as orientation to

project.

27. Proj Over

view Brochure

6.12.2004

28. Project 3x5

cards

31. Selected

Slides

33. WW Reuse

Fact sheet

34. WW Reuse

Task 6 Brochure

In process of being revised

by WCU for initial use in

IWRM II project launch in

early June 2009

These cards contain

information about the IWRM

project, not technical

information. Suggest a

series of pocket cards could

be produced covering

technical info on best crops

per water use.

Recommend this for task 1.3

Excellent array of 64 slides

(43 megabytes) from IWRM

I project sites including

captioning to identify

location, names, etc. For

use in any publication.

Use as technical fact sheet

for district officials and

BCWUA members to explain

this task objective.

Use as technical fact sheet

for district officials and

BCWUA members to explain

this task objective.

Project stakeholders.

All Target Groups

If use for technical info for

water users, BCWUA

members would be best

target group.

All target groups

Specific targets,

objectives and tentative

design identified in new

fact sheet proposal.

Basically for BCWUAs.

Specific targets,

objectives and tentative

design identified in new

fact sheet proposal.

Basically for BCWUAs

and private sector

investors.

Adapt as per IWRM II,

logo, slogan and

branding requirements.

Yes, being adapted as

new IWRM II project

material.

Develop new cards with

technical information on

choice of crops and

water usage demands.

Use these slides

according to the

material being designed

and its intended target

audiences.

Adapt per updated data

and reflection of new

project IWRM II,

branding requirements.

Adapt per updated data

and reflection of new

project IWRM II,

branding requirements.

Mainly for use by

IWRM II project

officers. Hard

copies could be

produced as

handouts, per

event.

1,000+copies to

insert in new

folder with writing

tablet

Enough for 45

district staff, &

members of

BCWUA as they

come on stream

Not for use

outside of

producing

materials. Can

share with others

producing

materials per

IWRM II policy.

Enough for 45

district staff, &

members of

BCWUA as they

come on stream

Enough for 45

district staff, &

members of

BCWUA as they

come on stream

Years 1-4

Years 1-4

Years 1-4

Years 1-4

Years 3-4

Years 3-4

22 PUBLIC AWARENESS AND COMMUNICATION PLAN


26 X

cutting

27 X

cutting

Poster: “Turning A

Concept Into Reality”

general awareness

about IWRM Project

Video, “IWRM I: From

Concept To Reality”,

program overview.

Arabic & English

35. IWRM I

Posters, pdf file:

water

communication

poster

36. IWRM I

VideoTurning

Concept Into

Reality

As general awareness

raising about new IWRM II.

Use new slogan and design.

While produced during IWRI

I, this video has wide

potential to reuse in variety

of events during meetings

with stakeholders and during

formation of district and

BCWUAs.

All target groups.

All target groups

Revise according to

design of new IWRM II

folder, new slogan, new

logo and branding

requirements.

Alter with IWRM II, new

logo, new slogan.

1,000 to IWRM

IWMD

BCWUA Meeting

Rooms

Enough copies to

cover all district

offices and

meeting rooms of

BCWUAs as they

come on stream.

Also disseminate

to select

stakeholders

(USAID, various

ministries etc.

Make enough CD

copies to be

inserted in IWRM

II info kit, and/or

disseminate CD

alone at

stakeholder

meetings. Need

copies for IWRM

II project library,

and MWRI

Irrigation Unit.

Years 1-4

Years 1-4

PUBLIC AWARENESS AND COMMUNICATION PLAN 23


APPENDIX 4: IDENTIFICATION & ASSESSMENT OF PA

MATERIALS: PART 2: NEW MATERIALS

Dissemination Info: 45 Districts (25 x 45 = 1125 persons); 8 Directorates (8 x 40 = 320 persons); 1000 BCWUAs (6,000-7,000 board members)

# Task Items Where

Filed/Name

1 1.3 Brochure, “More Income

form Less Water, Grow

Fruit Trees”

2 1.3 Brochure, “More Income

from Less Water –

Grow Vegetables”

3 1.3 Brochure, “New

Technologies for

Vegetable Production –

Using Water more

Efficiently.

4 1.4 15 minute Video:

“Growing Trees and

Bio-Fuel Using Waste

Water

5 1.3 15 minute Video:

Covering New

Technologies in

Cultivating Alternative

Crops that Use Less

Water and Yield Equal,

if not More Income.

Not indexed or

filed as yet. Only

in outline stage

Not indexed or

filed as yet. Only

in outline stage

Not indexed or

filed as yet. Only

in outline stage

Not indexed or

filed as yet. Only

in outline stage

Not indexed or

filed as yet. Only

in outline stage

Envisioned Usage Target Group Adapt: Distribution Dates

Required

Technical information to

show how farmers can

benefit from growing fruit

trees with limited water.

Technical information to

show how farmers can

benefit from growing

vegetables with limited

water.

Technical information to

show how farmers can apply

new technologies in

vegetable production with

limited water.

Technical information to

show how farmers can

benefit from new

technologies in agriculture

with using wastewater.

Technical information to

show how farmers can

benefit from growing a

variety of alternative crops

using less water.

BCWUA members in

IWRM II region.

BCWUA members in

IWRM II region.

BCWUA members in

IWRM II region.

BCWUA members in

IWRM II region.

BCWUA members in

IWRM II region.

New Publication

New Publication

New Publication

New Publication

New product if needed

or use material from

MALR Extension office.

Enough copies to

disseminate to

BCWUAs.

Enough copies to

disseminate to

BCWUAs.

Enough copies to

disseminate to

BCWUAs.

Enough copies to

disseminate to

BCWUAs.

Enough copies to

disseminate to

BCWUAs.

Years 2-3

Years 2-3

Years 2-3

Years 2-3

Years 2-3

24 PUBLIC AWARENESS AND COMMUNICATION PLAN


APPENDIX 5: PROPOSED PUBLIC

AWARENESS PRODUCTS

Proposed Public Awareness and Communication Products

Tsk 1.1 Formation and Development of Branch Canal Water User Associations(BCWUAs) MWRI:750 (15 pers/IWMD)

BCWUA: 1,000,000 (1000 pers/ BCWUA)

Update Participatory Communicationj Strategy

Produce multi-stage BCWUA tool kits to support awareness/member/leadership

Update Video presentations for group settings

LIFE IWRM I update

Update Prototypes of print materials (Discussion Guide, flyers, brochures )

BCWUA Meeting Room Displays: charts, posters, banners,

1000 units

BCWUA Membership Cards to create sense of pride/opportunity/group spirit

10K copies

Produce tool kits to strengthen continued Participation Water Managmentin BCWUA

Conduct Focus Group Research EGP 5000/group x 4

Develop Campaign Strategy & Messages

Update Prototypes of print materials (Discussion Guide, flyers, brochures )

Encourage networking/sharing of experiences between BCWUA

build spirit by tracking & promote expansion of BCWUA nationally

Design & implement honor/award scheme for most active, most innovative, leadership

Increase BCWUA member access to MWRI Information

Delivery of existing MWRI newsletter w/ special messages for BCWUAs

Quarterly Special MWRI BCWUA Members Message from Minister

National/Community BCWUA Awareness/Support Campaign

Produce prototypes of Fact Sheets/FAQs

Fact Sheets

Organize/contribute to Community Information Forums EGP 2500/year x 4

Television/radio Spots:

Promote BCWUA events i.e. MOU signing, voting, successes

Media/ Press Seminar & BCWUA Model Site Tour

40 person one day Delta

Success Stories

Tsk 1.2 Sustainable Local Financing for Canal and Drain Maintenance

MWRI: 9 Dir/50 IWMDs; BCWUAs: Pilot

BCWUAs (8); 1000 BCWUAs

Cost Sharing Pilot BCWUA

Produce prototypes of Fact Sheets/FAQs

80,000 users

Conduct Focus Group Research

Pilot BCWUAs

Develop Campaign Strategy & Messages

Awareness events & meetings

pilot BCWUA

Transfer Pilot BCWUAs

Produce prototypes of Fact Sheets/FAQs

80,000 users

Conduct Focus Group Research

Pilot BCWUAs

Develop Campaign Strategy & Messages

PO

Awareness events & meetings

pilot BCWUA

BCWUA Awareness/Support Campaign

Develop Campaign Strategy & Messages

Awareness events & meetings

50 IWMDs/1000 BCWUA

Tsk 1.3 Improvements in Water Productivity and Efficiency

BCWUA: 1,000,000 (1000 per/BCWUA)

2.1.3.1 Develop and/or disseminate information on alternative high-value crops

1.4 Prepare and disseminate awareness package (fact sheet; extension material; tool kit) MALR extension program

2.1.3.4 Conduct training and outreach to farmers in the BCWUAs TV/radio

Tsk 1.4 Wastewater Reuse

Local & National Investors

2.1.4.2 If Feasible work with relevant GOE organizations and interested private investors (GDA)

Implement Public Awareness Campaign as required

Fact Sheet

Awareness workshop

2.1.4.3 Assist in the formation of new Public private partnership agreements.

Awareness workshop

Conduct awareness programs on safe use of treated waste water

Fact Sheet; Video

Tsk 2.1 Regional Water Management Organizations

MWRI: 9 Directorates/50 IWMDs (E. Delta)

2.2.1.2 Work with the MWRI and other donors to implement the approved plan

Assist with preparation and implementation of intensive awareness programs for all involved parFact sheet

Tsk 2.2 Formation and Development of Integrated Water Management Districts

MWRI: 8 Directorates/50 IWMDs

1. Campaign to Promote Formation of IWMD (50Districts)

Up-date Participatory Communication Strategy (LIFE IWRM I)

Produce multi-level tool kit for intra-Ministry plus media/community

Copy, print, & distribute

Update Video w/success story

Interactive CD

Print materials packages: General, MWRI & IWMD Staff (Fact sheets, posters)

Events

Senior Staff Seminar

40 person one day Cairo

IWM Launch Event-Annual Progress

1/2 day Cairo 250 persons

Press Briefings

Directorate IWM Information Events (8)

IRG

Community Stakeholder IWMD Intro. Meetings (20)

IRG

Site visits to model IWMD

Senior Staff

IRG

Inspectorate/District Managers

IRG

IWMD Award Scheme

Secure Earned Media Opportunities

Media/ Press Seminar & Model Site Tour

40 person one day Delta

Tsk 2.3 Establishment of Information Management Systems For Sustainable Water

MWRI: 8 Directorates/50 IWMDs; MALR: 5

Resources Management

Governorates & Ag Districts

Project

Year 1

Project

Year 2

Project

Year 3

Project

Year 4

2.2.3.1 Assist MWRI in the selection of water monitoring and distribution staff (50 IWMD)

Update & Prepare Guidelines

PUBLIC AWARENESS AND COMMUNICATION PLAN 26


APPENDIX 6: ESTIMATED COSTS

FOR MEDIA AND MATERIALS

Dissemination Info: 45 Districts (25 x 45 = 1125 persons); 8 Directorates (8 x 40 = 320 persons); 1000

BCWUAs (6,000-7,000 board members)

Item Task No. Item

No.

# Needed Cost Total

1 X cutting “Awareness Kit”

Updated folder

Updated brochure

Updated cover for writing tablet

2 X cutting Revised Power Point on IWRM II

3 1.1 Revised 10 Banners on BCWUAs

4 1.1 Revised Discussion Guide-large Flip Chart

5 1.1 Adapt 12 videos from WCU on aspects of

shared water use and benefits of BCWUAs

6 1.1 Repackage existing Success Stories from

5 binders for sharing with new IWRM II

area

7 1.2 Flyer introducing Revised Law 12/1984

8 1.2 Packet-brochure for new BCWUAs on

money management for sustained

financing

9 1.2 Other training materials on money BCWUA

financing when needed

10 1.3 3 fact sheets on select crops for low water

use

11 1.3 4 videos on select crops for low water use

12 1.3 Update/re-edit TV spots from WCU

collection most appropriate for this task

13 1.4 Fact sheet on crops with reused treated

wastewater

14 1.4 TV spot for broadcast on the value of using

treated wastewater

15 1.4 Technical fact sheets on select crops and

water requirements

16 1.4 15 minute video highlighting crops grown

with treated wastewater

17 2.1 Produce guide book on developing a

Business Plan for RWMO

18 2.1 TV interview (s) on purpose of RWMO and

its purpose

19 2.1 Fact sheet on purpose of RWMO

20 2.2 Update guidebook for implementing IWMDs

21 2.2 Produce 45 new profiles of each new IWMD

(before or after formation of BCWUAs)

22 2.3 Produce new success stories on BCWUAs

sharing water with MIS systems helping to

regulate supply and use.

23 2.3 TV station interview /coverage of unique

use of MIS in regulating water supply and

use (“green perspective”)


APPENDIX 7: INTERNAL

COMMUNICATIONS

INTERNAL AUDIENCES INCLUDE:

Project Team

• IWRM II Cairo - CoP, DCoP, core staff

• Two regional offices (Mansoura, Zazazig) – Regional advisor plus support staff

Partners

• Ministry of Water Resources and Irrigation

o

• USAID/Egypt

Steering Committee, Integrated Water management Unit, Irrigation Sector,

Communications Unit, Directorates and their Districts

COMMUNICATIONS PROCEDURES:

Ministry: IWRM II Cairo staff is housed in the Ministry’s office and the Chief of Party meets daily

with the Head of the IWMU, the project’s link with all other Ministry contacts, including the Minister

himself. The Steering Committee, which is composed of senior level officials from those departments

with interests in IWRM II, was established by the Minister and meets regularly to review and approve

the work plan and accomplishments.

Other Government Entities: To encourage communications with other Ministries that share project

interests, particularly Agriculture, Water and Housing, the Communications Specialist will work the

CoP and Management Specialist to facilitate information-sharing, particularly with marketing and other

project materials with related Ministries, particularly Agriculture, Water and Housing.

USAID: IRWM II COP meets bi-weekly with the COTR and provides both monthly reports and

weekly briefing notes to her.

Regional offices: The COP and other senior staff are in daily/regular telephone and e-mail contact

with the two regional offices at Mansoura and Zagazig. (The regional offices manage communications

with the Directorates and the Districts via monthly meetings and regular telephone contact.)

IRG Washington: This is also the pattern for communications with IRG Washington. Because there

are currently no subcontractors or other internal partners on the project, the internal communication is

straight-forward, as detailed above.

PUBLIC AWARENESS AND COMMUNICATION PLAN 28


24 2.4 Information flyers or brochure on

capacity building opportunities for

MWRI staff by IWRM II

U.S. Agency for International Development

1300 Pennsylvania Avenue, NW

Washington, DC 20523

Tel: (202) 712-0000

Fax: (202) 216-3524

www.usaid.gov

Public Awareness & Communication Plan 1

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