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IWRM… and how to sensitize the Yemenite population on water

issues

Yemeni-German Technical CooperationInstitutional Development of the

Water Sector in Yemen

“Striking WASH Communication” World Water Week 2010

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The Deutsche Gesellschaft für Technische Zusammen-arbeit (GTZ) is a federally owned organisation.

We work worldwide in the field of international cooperationfor sustainable development.

Our mandate is to support the German Government in achieving its development objectives.

Our core competency is Capacity Development.

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1. It shows that - even in a society with low literacy levels and awareness on water issues - it is possible to communicate complex messages to a wide audience!

2. By bringing the water subject right into daily life, awareness raising can be achieved: The national cartoon character “Rauian” is present on TV and radio, in newspapers, streets and schools…

3. …even ministries, authorities and internationalorganizations make use of “Rauian” in their effort to sensitize the public

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> 22 million people

> 3% population growth

> 90% water for agriculture

> 40% water for drugs (Qat)

> 65% groundwater dependency

4-6m/year groundwater level descend

< 200mm average precipitation rate

> 2600mm evapotranspiration rate

619m3/capita/year water footprint

most groundwater is unrechargeable

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1. Severe

water

scarcity

5. Groundwater overexploitation

4. Water overuse for

drug irrigation

3. Illegal

drilling

activities

The public is ignoring

Yemen’s water problems!

What can be done?

2. Watermismanagement

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Water is not an issue of public concern

Conventional means of communication have not

proven successful to reach decision-makers and

the public

As water policies promote expanding use of the

scarce resource there is little interest to

communicate the corresponding pressing

problems

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We created a smart and charming Yemeni cartoon character who could, in a playful manner, communicate complex and unpopular messages on water issues appealing to adults and children, literate and illiterate alike.

Hello,my name is

Rauian.

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Aged 2 years, I already became the

national water mascot in Yemen

For the first two years approx. 100.000€

were needed and provided by the

German Government and the Yemeni

Water Resource Authority NWRA

A group of 25 Yemeni and international

artists, water- and media experts worked

together during 2007 and 2008

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If we become really popular…we can raise people’s

awareness!

Yes we can!

- Awareness movie - TV and radio spots - Street posters - Water songs - Wheel covers - Etc….

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We worked in brainstorming groups to define targets and possible activities - involving designers, movie

makers, animation experts, artists and WASH experts to identify needs and solutions.

It took us 12 month, until we launched the mascot during the WWD 2007 with the participation of

ministries, authorities and international organizations.

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Since water is a general problem, we

wanted to reach everybody concerned

Having developed the

mascot we planed ad hoc for each

event

We wanted to be part of the public daily life and used

every event and platform to appear with jointly formulated

messages

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If we want to foster participative decision processes in societies with low education levels we must make use

of a wide variety of media and communication channels to raise awareness

Using somebody like us to communicate WASH issues

makes it a lot easier and opens closed

doors!

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Giving a corporate identity to the water sector in Yemen

Rauian is known across the country so are his messages

Daily appearance of water related topics in public communication e.g. national TV, Radio, Newspapers,

About 5 million people are reached every day

Giving the National Water Authority a public face

Positive feedback from all levels of society and neighboring countries

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Deutsche Gesellschaft für Technische Zusammenarbeit(GTZ) GmbH

Contact: michael.klingler@gtz.de

Watch me in action on:http://www.youtube.com/watch?v=OXTX_h4N-Dw

Thank You!