Alliances and Country Examples

The communication culture begins within the sector, but must not stop there. Once sector people are motivated and equipped to communicate freely in their own working environment, they will begin to spread the communication web to partners. They will recognise the benefits of effective communication with potential collaborators. At the same time, links may be established with integrated sectors such as health and environment, and with policy makers and politicians who influence sector development and strategies.

A grand alliance of all sections of society can and must be formed in each country to broaden and intensify efforts to achieve safe water and sanitation. All those who influence or control the principal channels of communication must be challenged by the water sector to assist in creating informed community demand for, and participation in, the provision of safe water supply and adequate sanitation. Teachers and educators, mass media, government and community leaders, non-governmental organisations, employers and business leaders, artists and entertainers, and religious leaders all play a vital role in the process of involvement and empowerment for water and sanitation.

Not all alliances are of the same sort. Alliances with communities take time to develop and must be created anew with each community. Policy makers require consistent advocacy by sector people, to push forward sector aims. Long term alliances need to be sought with the health and environment sectors to improve the ability of each sector to achieve its aims and to reduce potential for conflict. Alliances with NGOs may be short term, for the length of a programme. The media can act as an ally but must first be convinced that it should use its skills and influence to promote the sector aims.

It would be unrealistic to expect the aims of the sector automatically to be reflected in the aims of these other organisations and groups. Each has its own agenda and needs, which may overlap with, but not be identical to, those of the sector. Some allies may be obvious. Others may be more obscure. Part of the situation analysis, which was outlined in Chapter 7, must describe potential allies, and their potential contributions. In this way efforts will not be duplicated, fresh organisations will not always be needed and the sector can build on existing country campaigns.

The UNICEF/UNESCO/WHO Facts for Life campaign provides a range of examples. Since 1989 a great number of countries have taken action following the wide dissemination of key messages for improved health. This campaign includes water supply and sanitation messages.

In this chapter we attempt to identify potential partners and the key roles they can play. Each section also outlines some of the opportunities and difficulties that this work can involve. There is no formula which can be applied to working with partners. Creativity, sensitivity to the culture and needs of the partners and a sharp eye for a good opportunity are all essential.

Government departments and community leaders

Target challenge: to raise public awareness about WSS issues, and to ensure implementation.

The task of implementation and of disseminating critical WSS knowledge does not rest on Ministries for Water or Public Works alone. Other Ministries such as those of the Environment, Health, Interior, Social Welfare, Information, Agriculture and other government departments at local, regional and national levels must assume responsibility for ensuring that each citizen is adequately informed, and receives an adequate water and sanitation service.

Local government and community leaders have special roles to play as driving forces in their own communities, especially where traditional norms and practices rely mostly on village elders, chiefs and local "sages" to impart important information.

Those who can help include:

Ministries of Water/Public Works - can use the basic information kit to train water and sanitation technicians to prevent water-related diseases.
Ministries of Agriculture - by training agricultural extension workers in the essentials of WSS, hygiene, health, and waste disposal.
State-owned public utilities - can print WSS messages on bills and invoices.
Ministries of Defence - can disseminate WSS messages to members of the Armed Forces and their families.
Ministries of Health and the Interior - can organise orientation sessions and seminars for health professionals, community health workers, traditional leaders and village heads.
Ministries of Women's Affairs, Family Welfare and Social Affairs - can use the messages to develop training materials for mothers' clubs, women's organizations, youth movements.
Political parties - by incorporating WSS messages in training of their party officials, cadres and volunteers, and to educate community leaders in what they can do to promote basic health of children, mothers, and families.

Advantages of working with government departments

They are powerful and normally cover the whole country. Cooperative work with allied departments increases efficiency, cuts costs and prevents duplication. Collaborative work ensures that contradictory messages are not given.

Potential drawbacks

Government departments are large, and can be bureaucratic and slow to move. They have their own agendas and careful work is needed to ensure that an approach is not seen as infringing on another ministry's territory.

Teachers and educators

Target challenge: no child should leave school without knowing that safe water and adequate sanitation are life saving basic needs as well as conveniences.

Today's children are not only tomorrow's parents, but also our future politicians, teachers, doctors, engineers and other influential leaders. Clearly, schools and the educational system provide the widest channel for disseminating key information and knowledge about water supply and sanitation. If basic knowledge on WSS were made part of the regular school curriculum and imbibed by each child attending school, the children could also teach their parents and friends.

Those who could help achieve this include:

Ministries of Education - by revising syllabuses and setting guidelines for teaching materials.
Teacher training colleges - by educating trainee teachers in the essentials of child health, including the importance of WSS.
Textbook publishers - by commissioning authors to write textbooks incorporating WSS/health/hygiene messages.
Makers of educational audiovisual materials - by incorporating key messages.
School teachers and principals - by promoting key messages in their lessons and in promoting health within the community.

Advantages of working with teachers and educators

A programme that is built into a school curriculum has a huge reach, and access to the population that it is most important to inform and educate.
Children who learn about the sector aims will become teachers of parents and others in the community.
Motivated and educated teachers are a powerful resource in support of the sector aims.

Potential drawbacks

Changing the school curriculum can be a slow business, taking several years.
There are many competing claims on teachers' time as educators for the public good.
Teachers themselves do not automatically have the right knowledge or attitude. Training is required and it is difficult to monitor quality. The sector may need to give some direct support to teacher training.

Health workers

Target challenge: health workers communicate and reinforce WSS messages as part of their daily work.

There are literally millions of health workers, doctors, nurses, para-professionals and volunteers throughout the world who are committed to achieve the "Health for All" goal set by WHO in 1978. They are in effect "messengers" of health with whom WSS workers should be inextricably linked. They have become the linchpin of health education and communication efforts and continue to play formidable roles in conveying important information to the public. Correct WSS messages can be reinforced by health workers and practising health professionals, who themselves must be educated in communication techniques and in imparting those messages. Training and refresher courses provide opportunities for incorporating new communication materials and techniques.

Those who could help achieve this include:

Traditional health practitioners, folk healers, and other health workers can also become responsible promulgators of WSS if provided with the right materials and treated with dignity and respect.
Community health workers and volunteers, traditional birth attendants and other indigenous groups can be mobilised to communicate effectively for WSS. The medical profession has, of itself, large and effective communication networks that could be enlisted to promote and communicate WSS information. Several worldwide associations already perform this function on health matters, such as the International Paediatric Association, the International Council of Nurses, the International Confederation of Midwives and the Federation of International Pharmacists, among others.
Health workers of all kinds can be trained to communicate WSS messages as part of the regular health information disseminated daily to their various constituents. They can train parents, children and others on these basic facts. In communities where there are water projects, women can be trained as health volunteers to teach other women in the community better hygiene, sanitation and health practices for themselves and their children.

Advantages of working with health professionals and traditional health workers

There are millions of health workers throughout the world, many of whom already see their role as communicating health messages.
They often have prestige and authority within communities, and also have the ear of policy makers. Many of the key water and sanitation messages are already key health messages.

Potential drawbacks

In many parts of the world informal health workers may be under resourced and poorly trained. They may lack knowledge of the WSS key messages, or lack the resources to add them to a heavy workload.
Professionally trained health workers have a tendency to resist new knowledge from non-health specialists. An approach through professional associations or training colleges may be useful.
Traditional healers may have beliefs which conflict with the new messages. Sensitive training is necessary.

Non-governmental organisations

Target challenge: tens of thousands of NGOs are already involved in promoting child health/rural development.

Incorporating key WSS topics and messages, suitably adapted for local needs, can help these organisations to empower parents with the basic knowledge they need to protect their own health and that of their children.

Non-governmental organisations have the capacity to mobilise millions of ordinary people both in the rich and the poor worlds into purposeful action. The Decade experience has shown that if properly harnessed, the resources and energies of NGOs actively working in the water field can contribute significant sums of money to development and the sector. International NGOs alone have invested over $5,000 million a year in development activities, thus making a substantial contribution to the welfare of people in the developing world. Added to this, the talents and capacities of indigenous NGOs are helping ordinary people change their lives through self-reliance and providing opportunities for "ownership" in managing their own water and sanitation projects. NGOs are also powerful catalysts for change and can be enlisted to become dynamic vehicles for conveying as well as supplying WSS information.

Many NGOs and private voluntary organizations have the capacity to develop and produce educational and public information materials and conduct training programmes. Together with mass media and other potential communicators, a partnership with NGOs and government can form a dynamic network of motivated and trained individuals to promote WSS. Since NGOs mostly work at "grassroots" level they have enormous on-the-ground expertise. NGOs have the adaptability and capacity to produce materials that are well-suited and understood by local communities. Their broad constituency can be a virtually untapped resource for information sharing and exchange. In some cases, NGOs are better than government bodies at marshalling the support of the general public to draw particular attention to pressing social concerns. The environment movement has of late become high on the political agenda of many nations as a result of heavy lobbying by NGOs.

Those who can help include

Voluntary organisations can use key WSS messages to develop courses and training materials for community health workers and volunteers, religious and community leaders, school teachers, and members of women's, youth and other community groups.
Women's organizations - can use key WSS messages to help educate young mothers in ways of protecting their own health and that of their children.
Youth organizations - can make these messages available to the next generation of parents.
Village heads, traditional leaders - can use the basic information kit as an authoritative source of essential information.
Neighbourhood associations and health committees - can make key WSS information available to their members as learning tools and memory aids.

Advantages of working with NGOs

They are community-based, flexible and can respond creatively to new initiatives.

Potential drawbacks

May be small. Potential for lack of continuity in less well organised NGOs. Links with government departments may be poor.

Employers and trade unions

Target challenge: to promote WSS, health and hygiene behaviour with employees and workers.

Employers and business leaders hold positions of authority and are logical choices for communicating social messages and WSS fundamentals. The private sector and industry leaders are increasingly involved in promoting issues of social concern. Eager to improve the company image, industry leaders are making commitments to issues that promote 'sustainable development' by adopting business policies and charters that call for environmental protection. In sharing WSS information with employees, business partners and 'lobbyists' in government circles, private companies and businesses can become potent advocates of WSS. Water, after all, should be part of sustainable development - which satisfies today's needs without depriving future generations. For employers, good health and welfare of employees is enlightened self interest, resulting in less absenteeism and consequent economic loss.

Trade unions in many societies play an educative and community-oriented role. The need for clean water and sanitation can become a worker's 'right' which unions seek to achieve.

Those who can help include

Employers - by disseminating key messages through posters and newsletters, films and videos, public addresses, pay slips, time sheets and company mail systems.
Business and commercial leaders - by sponsoring advertisements in newspapers, magazines, radio and television and cinemas, and by sponsoring production of WSS training and educational materials.
Advertising and market research firms - by studying the knowledge, attitudes and behaviour of target audiences, and helping to develop professional communication plans, by developing and testing specific messages and materials and by evaluating the impact of health educational programmes and campaigns.
Trade unions - by including water and sanitation in their education work, and seeking to achieve clean water and safe sanitation through campaigns.

Advantages of working with employers and with trade unions

Businesses (and unions) have access to people at the point of production where they are already organised. Employers can set standards of good water and sanitation in workplaces. Unions can seek to achieve them.

Potential drawbacks

The sector has its own agenda and may be a competing user of water resources.

Religious leaders

Target challenge: to promote key WSS messages and behaviour, suitably adapted for their own religious, social and cultural situations.

For decades, the pulpit in a church, synagogue, mosque or temple has been the place for millions of followers to hear "the word" that is respected and adhered to. Religious leaders and holy men and women are sometimes more respected than government leaders or secular heads. In many Moslem countries, imams and other mosque teachers routinely read passages from the Koran to illustrate the need for child protection and care and give practical advice to families on health and hygiene.

Those who could help include

Leaders of national and international religious organizations and movements - by promoting key messages at conferences, meetings and interviews with the mass media.
Training colleges for religious leaders and lay workers - by using WSS topics in training courses, seminars and workshops.
Publishers and radio stations belonging to or aiming at religious organizations - by presenting WSS messages through a wide variety of media and formats.
Religious ministries - who could place the key messages and topics in the hands of every religious leader and every teacher at religious schools.

Advantages of working with religious leaders

They have authority and are often listened to closely by communities. They can reach people in remote areas and in poor communities.

Potential drawbacks

Careful preparation of material is needed to ensure that sector goals and religious teachings are in harmony.

Mass media

Target challenge: long-term commitment by media to ensure that every listener, viewer and reader becomes aware of what they can do to protect their children and themselves for survival and a healthy development.

Recent world events have demonstrated the power of the mass media to inform, mobilise and capture the attention of the public. Mass media include: radio, television, video, cinemas, magazines and newspapers, billboards and folk media. Once mobilised the mass media can be a powerful ally. But it is also very much a target audience for sector messages, in order to ensure that it acts in the interests of sector aims.

In general, the more powerful the medium, the greater potential there is to reach audiences. However the more powerful the medium, the harder it is for an outside body to influence output, or to have influence over when messages are put out. Education for journalists is important, especially where journalists are not able to afford to travel freely. Field visits and well-planned information and education sessions are essential. Television and national newspaper journalists may be hard to persuade that they need education.

Those who could help include radio, television, and print.

Radio: The power of radio to reach and captivate large audiences has long been realized by communicators the world over. Although rapidly being replaced by television, radio is still the medium with the capacity to reach millions of people simultaneously at very low cost. In addition to entertainment programmes, radio has been successfully used for educational purposes as evidenced by literally hundreds of "Schools in the air" programmes broadcast daily in a variety of languages and dialects in different parts of the globe.

Advantages of radio

Radio has a long reach and is heard in remote rural areas as well as cities.
Radios can be taken outside the home. People can be active while listening.
There can be many stations, some of which may specialise in your target audience (eg. rural broadcasts, or schools programmes).

Possible drawbacks

It is difficult to monitor broadcasts for accuracy.
Compared to TV, there are few people listening to each channel (although a high total overall in many countries).
Poor people may not be able to afford radios or batteries.

Television: Considered to be the most powerful of all mass media, there are 200 million TV sets worldwide, thus offering a growing potential for communicating WSS messages. Although expensive and still beyond the reach of many people in certain parts of the developing world, television, more than any other medium, attracts attention, arouses emotions and educates while it entertains. Recognising its power, advertising companies spend millions of dollars to carefully market consumer products, knowing full well that carefully designed TV commercials will bring back profits many times over their original investment cost.

Telenovelas or television dramas in many Latin American countries, such as Peru, Mexico, Colombia and Brazil, have increased viewing audiences and led to greater demands for health services and products because of their local appeal and acceptance. Other programmes in Asian countries and in some parts of the Middle East have witnessed the same responses to TV serials on child survival and the environment. The television appearances and the involvement of public figures such as entertainers, politicians, artists and other popular personalities can provide a boost to communicating for WSS. Studies have shown that the public responds to credible role models, and special care needs to be taken in selecting the appropriate person(s) to convey these messages.

Advantages of television

The most powerful medium on earth, with the greatest impact.

Potential drawbacks

Difficult to influence.
If inaccurate, powerfully inaccurate.
Public information broadcasts may have second class status in quality of production or timing of output.
Poor rural people still unlikely to have access.

The printed page: Newspapers, magazines, books and periodicals are key sources of information for almost every literate person. Even those who cannot read or write can obtain information from comic books and cartoons. Politicians, decision-makers, educators, the general public and ordinary individuals have made a daily habit of reading newspapers, magazines or books. The printed page is a very powerful mechanism for forming and changing public opinion, as well as for influencing people's attitudes and behaviour. Editorials, special features and news stories on WSS help keep the reading public well informed and up-to-date with important developments.

Advantages of Print

Influences policy makers.
Huge variety of titles and methods (eg comics).
A permanent record which can be used again and whose accuracy can be monitored.

Potential drawbacks

Inaccessible to illiterate people, which may discriminate against those with less schooling (in many countries, women).
Patchy coverage in rural areas.
Journalists may have low level of knowledge of subject.

Other media, including artists and entertainment

Target challenge: to help transform WSS messages into words, symbols, music, images, stories and plays which not only entertain but educate.

Interpersonal communication should be used, where possible, to complement mass media channels which are basically one-way and do not allow immediate feedback or interaction.

One-to-one communication in small groups can be supported by small media commonly known as audiovisuals. These are: videos, films, sound-cassettes, posters, photographs, flipcharts, flashcards, etc.

Another exciting medium in this category is folk or traditional media - very popular in rural areas and villages. Dramas that depict local situations using puppets, folk theatre, music and story-telling by local entertainers are increasingly being used in "education for development" and hygiene education for rural communities.

Entertainment has been used as a teaching tool for thousands of years. Involving celebrities such as artists and entertainers in a mass media campaign for WSS can prove beneficial to both the campaign and the celebrities.

The approach is based on the premise that the powerful appeal of public personalities who are considered credible and trustworthy sources of information can attract millions of audiences, stimulate news coverage of the issues and generate profits for both the entertainer and the sponsors.

This 'entertain-educate' approach, with effective performances by entertainers incorporates the 5 Ps: personal, popular, pervasive, persuasive and profitable. In addition to performers, a variety of personalities and other artists, such as painters, puppeteers, cartoonists and folk story tellers, can make outstanding contributions by communicating WSS messages by transforming them into specific forms: soap operas, dramas, paintings, comic strips, music and other forms of artistic expression.

Sports personalities such as swimmers, divers and other well-known celebrities in aquatic sports can be mobilised, for example, to promote water and environmental messages or engage in fundraising activities to draw attention to water concerns. Other spectator events can also be used to attract mass media coverage through endorsements by popular personalities who relate most especially to younger generations.

Those who can help

Actors, comedians, singers, writers, painters, poets, musicians, story tellers can weave key WSS topics into their particular forms of expression, and can act as goodwill ambassadors.
Graphic artists can produce books of "instant illustrations" on WSS, health, hygiene and waste disposal themes.
Government ministries, international agencies and NGOs can organise creative workshops for artists and entertainers, and commission materials.
Sporting teams and personalities can use their prestige with young people.
Broadcasters, producers, film makers and scriptwriters - by incorporating key WSS facts and messages into radio and television programmes, films video and sound cassettes; messages can be repeated in a variety of programme formats, including dramas, comedies, news stories, advertising spots or documentaries.
Newspaper and magazine editors, journalists, cartoonists and photographers have to be fed with key messages and a basic information kit as a source of ideas and background information for feature articles, news stories, editorials, photo reportage, cartoons.
Graphic artists and illustrators can work WSS messages into comic books and "photo novels".
Ministries of Public Works or Water Resources (and other Government Ministries responsible for WSS) can prepare background materials, briefing notes, and audio-visuals for use by their constituents, for other Ministries and for distribution to print and electronic media.

Advantages of using other media

Entertainment can be a powerful mobilising and teaching tool.
Variety suggests that some hard-to-reach people will be reached.
Visual arts appeal to people who are illiterate.
Alternative media can be low cost and low tech., reaching places where TV and radio may not reach.
Traditional media will appeal to traditional communities.
Entertainers may have particular prestige with the young.

Potential drawbacks

The very variety of this media, means that messages may be fragmented, difficult to track, and difficult to monitor for quality and consistency. (But don't let this put you off!)