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13.04.23 Seite 1Page 1
13.04.23 Seite 2Page 2
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
13.04.23 Seite 3Page 3
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.
13.04.23 Seite 4Page 4
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
13.04.23 Seite 5Page 5
> 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
13.04.23 Seite 6Page 6
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
13.04.23 Seite 7Page 7
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
13.04.23 Seite 8
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.
13.04.23 Seite 9Page 9
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
13.04.23 Seite 10Page 10
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….
13.04.23 Seite 11Page 11
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.
13.04.23 Seite 12Page 12
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
13.04.23 Seite 15Page 15
Deutsche Gesellschaft für Technische Zusammenarbeit(GTZ) GmbH
Contact: [email protected]
Watch me in action on:http://www.youtube.com/watch?v=OXTX_h4N-Dw
Thank You!