Sara Branchini

Sara Branchini

Policies to promote SWM in urban areas. Information and awareness raising of

consumers

October 4th 2012Heraklion

Water Saving and Communication

As far as water saving is concerned, communication is a key factor. Information, awareness raising and progressive behavior's change of a large amount of citizens and big consumers are a fundamental way through for a sensible reduction of consumption and waste.

Wataclic- communication team’s aim is to present approaches, case histories to plan long lasting national and participated campaigns on water saving.

Water & Citizens Campaign

Evaluate and share innovative features as key elements for a water saving campaign's model: motivation that lead to communicate, target, contents, tools, costs and ways to build an effective campaign.Present water saving communication’s case histories coming from local, national or international backgrounds (best practices) which may link effectiveness and long last with low costs.

When & why should we communicate?

• Emergencies • Shortages• Promote changes• Consolidation

TIMING

WATER SAVING COMMUNICATION

TARGET•Public administrators and decision makers •Public or private professionals•Plumbers and installers•Big consumers (hotels, sport centers, pools, universities, etc)•Citizens•Young people (students)• ……

CONTENT

STRATEGIES•Catastrophic scenarios (environmental incoming disasters, drought, climate change)

- Economic-rational argumentation•Ethical based argumentation (water as a living source that cannot be wasted) • …

TOOLS AND MEDIABUDGET

• company budget• public funding• Eu funding• Low cost•….

- guerrilla marketing- new media- traditional tools- …

•Water saving technologies •Correct behavior- Money saving- …

Water saving communication

Long-term and long-lasting

Multitarget

Participation

Integration

Coherence

… MONITORING

USE ONLY WHAT YOU NEEDWho: Denver Utility

When: 2005 – still on going

Target: Private and big consumers

Content and framing: “Use only what you need”

Strategy: media involvement

Tools and media: unconventional communication and LOW COST too

Budget: 735,000 - 1,380,000 dollars/year (Denver funds)

Monitoring: by consumption

Results: 30% of water consumption - reduction

CADA GOTA CUENTA

Who: Muncipality of Catalunya

When: 2008 (2002-2009)

Target: private consumers

Content and framing: drought

Strategy: technologies and knowledge

Tools and media: press

Budget: private partnership

Monitoring: perception and satisfaction

Results: Perception and estimated consumption

MEINWho: Municipality of Frankfurt and Essen

When: 1992 - 2000

Target: multiple

Content and framing: appeal to nature and ethical values

Strategy: multiple involvement

Tools and media: different for every phase (water saving award)

Budget: 21.950.000 DM (€ 11.000.000)

Monitoring: consumption

Results: No new source of water needed

26% consumption’s reduction

ACQUABOWho: Municipality of Bologna

When: 2008 – still ongoing

Target: private citizens, schools

Content and framing: correct behavior and cheap

technologies can change you consumption

Strategy: participation of students

Tools and media: scrolls, videos

Budget: 70.000 euro (provided by fines)

Monitoring: by flow reducers installed

Results: 10 city schools involved, 4000 flow reducers installed

ACQUA RISPARMIO VITALE

Who: Emilia Romagna Region

When: 2004

Target: private citizens

Content and framing: correct behavior can make the difference

Strategy: catchy and funny framing

Tools and media: traditional media

Budget: € 200.000

Monitoring: accurate monitoring on different behaviors

Results: Significant modifications of domestic/urban water use behaviors

LOW COST TOOLS:Looking at 2.0 and 3.0

• Involvement through social network

• Smart Phones and Apps

• Participated approaches

Future development: a national campaign

Considered the general interest, the relevance of the resources and the stakeholders’ networking potential it is possible to involve participants in the planning of a national campaign with the partnership of a national character.

The campaign should offer a common frame at national level: multi-target, multi-tools and indications about strategies. The local partners can contribute to the development of the national campaign (with tools, suggestions, etc…) but in particular verge the contents to the local situation and issues about water. Every partner may then carry out local activities and local involvement.

This will allow a relevant costs’ reduction and a consistent, even and uniform national action, contributing a greater attitude’s change and improvement and leading to a future more responsible use of water.

Thank you for your attention!

Website: www.wataclic.eu

Contact:

Centro Antartide

Via Rizzoli 3, 40125 Bologna Italy

+39 051 260921

[email protected]

www.centroantartide.it