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Sara Branchini

Policies to promote SWM in urban areas. Information and awareness raising of consumers. Sara Branchini. October 4th 2012 Heraklion. Water Saving and Communication

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Sara Branchini

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  1. Policies to promote SWM in urban areas. Information and awareness raising of consumers Sara Branchini October 4th 2012 Heraklion

  2. 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.

  3. 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.

  4. TIMING When & why should we communicate? • Emergencies • Shortages • Promote changes • Consolidation

  5. STRATEGIES TARGET • Catastrophic scenarios (environmental incoming disasters, drought, climate change) - Economic-rational argumentation • Ethical based argumentation (water as a living source that cannot be wasted) • … • Public administrators and decision makers • Public or private professionals • Plumbers and installers • Big consumers (hotels, sport centers, pools, universities, etc) • Citizens • Young people (students) • …… WATER SAVING COMMUNICATION TOOLS AND MEDIA CONTENT BUDGET • Water saving technologies • Correct behavior - Money saving - … • company budget • public funding • Eu funding • Low cost • …. - guerrilla marketing - new media - traditional tools - …

  6. Long-term and long-lasting Water saving communication Participation Coherence Multitarget Integration … MONITORING

  7. USE ONLY WHAT YOU NEED Who: 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

  8. 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

  9. MEIN Who: 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

  10. ACQUABO Who: 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

  11. 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

  12. LOW COST TOOLS: Looking at 2.0 and 3.0 • Involvement through social network • Smart Phones and Apps • Participated approaches

  13. 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.

  14. Thank you for your attention! Website: www.wataclic.eu Contact: Centro Antartide Via Rizzoli 3, 40125 Bologna Italy +39 051 260921 sara.branchini@centroantartide.it www.centroantartide.it

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