DEPARTMENT OF WATER AFFAIRS AND FORESTRY NATIONAL WATER

DEPARTMENT OF WATER AFFAIRS AND FORESTRY NATIONAL WATER WEEK – MARCH 2005 INTEGRATED COMMUNICATIONS CAMPAIGN

INTRODUCTION • Long term sustainability of our water resources is an issue at the top of the agenda in SA and the international community • National Water Week (NWW) serves as a powerful campaign mechanism to popularise the importance of water to the general public as well as the general water stakeholder group The theme of national water week 2005 is: “WATER FOR LIFE”

CAMPAIGN OBJECTIVES • Remind South Africans of the important role that water plays in our daily lives • Make South Africans aware of the problems facing the country with regards to water supply both now and in the future • Encourage all South Africans to work together to resolve these issues by – Being cognisant of safe water practices – Actively committing to water conservation • Educate South Africans as to how they can make a difference • Inform the South African and international community as to the inroads DWAF is making regarding water supply and conservation

TARGET AUDIENCE INSIGHTS General South African public • The South African market is diverse and highly fragmented in terms of demographics and mindsets. • There exists huge disparity in income and living conditions. 2005 Campaign has been broken down into two focus areas for: The “Have Lots” • High income, higher living (LSM 6 -10) • Have no experience of what it means to be without access to clean water • Do not pay a social penalty if they waste water i. e. are not openly judged by society The “Have Nots” • Lower income, moderate to low standards of living (LSM 1 -5) • Are the most vulnerable to issues regarding adequate water supply • Are too concerned about day to day living to worry about the environment or the status of future water supply The scope of NWW transcends all sectors of the market with targeted messaging.

COMMUNICATION OBJECTIVES Awareness: Highlight the issues regarding water in South Africa • Remind the South African public of the role that clean water plays in our lives • Inform the general public as to what government is doing to address issues regarding water supply and conservation Education: Why are these issues important • Educate certain segments of the target market as to exactly what safe water practices they should follow • Iillustrate how each individual, regardless of their needs state, is directly affected both positively and negatively by issues regarding water use and conservation both now and in the future Call to action: How can each individual make a difference • Encourage all South Africans to adopt safe water practices • Encouraging all South Africans to actively commit to water conservation • Urge individuals to assist in helping those less fortunate than themselves

THE PHASES & ELEMENTS OF THE CAMPAIGN 15 Jan – 20 March 05 21 -27 March 05 28 March - onwards Phase 1 Phase 2 Phase 3 Awareness Call to action Word of Mouth “Have Lots” Preparation and Build-up Buy-in and commitment Above-the-line (advertising) Public relations Education “Have Nots” Mobilisation & outreach (Below-the-line) Above-the-line (advertising) Public relations Leveraging