76473
Campaign Report on Water Culture
Protect water now -
don’t let it run out!
2008 - 2011
A “Grupo Agua�? and “RPP�? Initiative
Japan International
Cooperation Agency
Special acknowledgement:
This publication has been made possible thanks to the contribution of the following persons and institutions:
Japan International Cooperation Agency (JICA)
Makoto Nakao, Resident Representative of the Peru Office
Takayoshi Tange, Ex- Assistant Resident Representative
Kengo Akamine, Assistant Resident Representative
Grupo RPP
Frida Delgado, Director
Raúl Pasco, Social Responsibility Manager
Julianna Ramírez, Ex-Coordinator of Social Responsibility Projects
Water and Sanitation Program of the World Bank (WSP-BM)
Glenn Pearce Oroz, Regional Director for Latin America and the Caribbean
Iris Marmanillo, Peru Coordinator
This report is dedicated to the memory of the Researcher Abel Férnandez
Grupo Agua’s Advisory Committee for the Water Culture Campaign:
Iris Marmanillo (WSP-WB)
Takayoshi Tange (JICA)
Carmen Zegarra (GIZ)
Gustavo Méndez (KFW)
Carmiña Moreno (IDB)
Mauricio Pardón (CEPIS/PAHO)
Ricardo Torres (CEPIS/PAHO)
Rosa Meza (Ministry of Housing, Construction and Sanitation)
Cesarina Quintana (SDC)
Editorial Supervision
Yehude Simon, Communications Officer (WSP-WB)
Juan Chong, Communications Consultant (WSP-WB)
Persons In-charge of the Report:
César Bazán
Beatriz Schippner
Julianna Ramírez
Printing:
GMC Digital S.A.C
Design and Layout:
Shinny Montes
December 2011
Distribution: 2000 copies
Grupo RPP
The Grupo RPP is a multimedia group, having both national and international reach, whose vision is to bring together
Peruvians in search of a better quality of life, through capacity building and information. Its priority areas in society and
development are health, education, environment, justice and security. Communication and sensitization campaigns are
some of the mechanisms through which its social commitment takes shape.
Grupo Agua
The Grupo Agua has been working in Peru since November 2004, with the aim of improving the synergy between
government representatives and international cooperation agencies in water and sanitation. At present, the Grupo
Agua is formed by representatives of 16 institutions. Among these are the International Development Bank (IDB), the
Japan International Cooperation Agency (JICA), the Pan American Centre for Sanitary Engineering (CEPIS), Swiss
Cooperation for Development (SCD), German Cooperation (GTZ, KFW and INWENT), the Andean Development
Corporation (CAF), the Spanish Agency for International Cooperation for Development (AECID), the Delegation of
the European Commission in Peru, the United States Agency for International Development (USAID), the Fund for
the Americas and the Water and Sanitation Program of the World Bank (WSP-BM)
Rights and Permissions
The RPP Group and Grupo Agua encourage dissemination of their work and allow partial reproduction of this report,
provided the source is cited.
Table of Contents
Introduction .................................................................................... 5
Abbreviations .................................................................................. 6
Executive Summary ........................................................................ 7
I. The Issue ............................................................................... 9
II. The Campaign ...................................................................... 10
Partners .................................................................................. 10
Objective ................................................................................ 10
Target Population .................................................................... 11
Main Message ........................................................................ 11
Phases ................................................................................... 11
III. Effects of the Campaign ....................................................... 19
Specific objectives 20
Recall and media coverage 28
IV. Lessons learnt ...................................................................... 30
V. Conclusions .......................................................................... 32
VI. Recommendations ............................................................... 34
Dissemination ......................................................................... 34
Strategic Relations .................................................................. 34
Monitoring and Assessment ................................................... 35
3
Protect water now - don’t let it run out Introduction
Introduction
In Peru, water scarcity is not very apparent as yet. Despite the fact that we have 5 per-
cent of the world’s surface water, there are indicators that the drinking water produced
is wasted, a situation that is worsening with the progressive increase in our country’s
population and the resulting use of the resource.
It is estimated that by the year 2025 the population will grow to 35.5 million and the
per capita availability of annual renewable fresh water will be 1,090 cubic meters, which
means that Peru will suffer from water stress. Given this situation, it is vital that key
sectors of the population come together to promote the responsible use of water, as well
as the care and correct use of water and sanitation services.
It is this motivation that led to the forging of the alliance between Grupo Agua and
Grupo RPP, which gave birth to a national campaign to promote a “Culture of Water�?:
“Protect water now, don’t let it run out,�? whose main objective is to sensitize, inform,
and educate people on the importance of water in the lives of people.
The outcome of this extensive campaign is being made available to the authorities and
professionals in the sector, journalists, and the general public through this publication.
We hope that this experience will lead to the forging of new strategic alliances for the
care and conservation of water in Peru.
We thank the Grupo Agua and Grupo RPP’s teams for their substantial contribution
to this initiative and to all those who have made the publication and distribution of
the results of the study possible.
Makoto Nakao
Resident Representative of the Peru Office
Japan International Cooperation Agency
Frida Delgado
Director
Grupo RPP
Glenn Pearce Oroz
Director for Latin America and the Caribbean
Water and Sanitation Program of the World Bank
5
Protect water now - don’t let it run out Acronyms
Acronyms
AECID: Spanish Agency for International Development Cooperation
CAD: Ciudadanos al Día
CAF: Andean Development Corporation
CEPIS: Pan-American Centre for Sanitary Engineering and Environmental Sciences
CPI: Peruvian Opinion and Market Research Company
GIZ: German Technical Cooperation Agency
IDB: International Development Bank
INWENT: Capacity Building International, Germany
JICA: Japan International Cooperation Agency
KFW: German Financial Cooperation
PAHO: Pan-American Health Organization
RPP: Radio Programas del Perú
SDC: Swiss Agency for Development and Cooperation
USAID: United States Agency for International Development
WHO: World Health Organization
WSP-WB: Water and Sanitation Program of the World Bank
6
Protect water now - don’t let it run out Executive Summary
Executive Summary
This report details the strategy, results and lessons learnt from the • Lower incidence of people leaving the tap running while
“Protect water now, don’t let it run out�? campaign, which is an washing dishes (in the case of Arequipa this figure rose from
initiative of the Grupo RPP and Grupo Agua to promote a “Culture 16% in 2008 to 30% in 2011).
of Water�? in Peru. • Increase in the number of people confirming that they
watered their gardens with recycled water (from 16% in
This initiative is a novel experience in the water and sanitation 2008 to 23% in 2011).
sector in Peru, as it is based on an alliance between international
financial and technical cooperation institutions and the privately Likewise, a significant number of respondents also declared that
owned media to create a public space for debate and reflection on they were aware that the payment for water services was not only
an issue that is becoming increasingly relevant: the issue of water for supply but also for the sewerage system’s maintenance, with
and its responsible use. the figure growing from 8.9% before the start of the campaign to
15.4% in the last survey.
The general objective of the campaign “Protect water now, don’t
let it run out�? was to sensitize, inform, and educate the public on Regarding the media company, the benefits of the campaign were
the importance of water in the lives of people. In the 94 weeks clearly evident, including the strengthening the participating
that it was on air, it reached an average of 6 million listeners per company’s corporate image: in just one year, Radio Programas del
week in Peru. Perú (RPP) tripled its public recognition as a promoter of water-
related social responsibility campaigns.
The strategy and the communication plans were designed based
on opinion research studies, technical assistance from specialists, A self-assessment by the participants and actors of the initiative
and the experience of the Grupo RPP’s journalists and presenters identified good practices and aspects to improve upon based on an
in the production and dissemination of messages. analysis of the following factors: relevance, effectiveness, efficiency,
impact, sustainability, and replicability.
The strategy included a:
• Plan for development and dissemination of content Among aspects that functioned successfully are:
and materials, including the organization of working • Joint and complementary work between international
committees within the broadcasting company to facilitate cooperation institutions and a mass communication
interaction with the advisory committee formed by Grupo medium, effectively executing complementary activities:
Agua’s specialists in the sector. the Grupo Agua providing the required technical know-
• Programming schedule combining different elements such how and the Grupo RPP bringing in its experience in the
as short radio programs special reports and children’s stories management of mass media campaigns.
in order to complement the traditional short duration • The organization of the public-private alliance in a Technical
informative spots. Advisory Committee for the follow-up and assessment of
• Capacity building program aimed at increasing and the initiative.
standardizing the knowledge of journalists, producers and • A serious and systematic research component that guided
hosts on the topic in question. the campaign’s design, adaptation and assessment.
• Schedule of activities with assigning of responsibilities and • A decentralized capacity building program for journalists,
a timetable. producers, and hosts to involve them in the campaign,
increase the quality of the content transmitted and reinforce
The campaign’s impact assessment showed significant results – it its social role in the service of the community.
contributed towards increasing awareness in the general public
on water related issues, in particular water scarcity. Thus, before The experience of the “Protect water now, don’t let it run out�?
the campaign, only 36.6% of the population expressed concern campaign and the results obtained show that mass communication
about the scarcity of this resource, while in 2009 the percentage media are effective tools to reach out to public opinion and to
had risen to 83.7%. launch awareness campaigns through institutional alliances.
However one of the main challenges that will determine the degree
Other important results were those related to the responsible use of of success would lie in demonstrating our ability to continue with
water through consumption habits. such campaigns and make them sustainable over time.
7
8
Protect water now - don’t let it run out The issue
I. The issue
Worldwide, a billion people do not get drinking water at Surprisingly, only 36.6% of the 1,306 people interviewed in
home and three billion people lack proper sanitation services1. a representative study of the cities of Arequipa, Iquitos, Lima
In developing countries, one in every three pre-school and Piura believe that the country is facing water scarcity5.
children suffers from malnutrition2. In general, such cases The current trend, however, suggests that this perception
lead to diarrheic diseases, which stem from the absence of will change shortly.
both these domestic services.
Various studies suggest that Peru’s glaciers have shrunk by
Climate change brings equally complex challenges. It is 22% (7000 million cubic meters) as compared to the area
estimated that by 2010, 77 million people in Latin America they covered 35 years ago (equivalent to 2.8 million Olympic
and the Caribbean will be affected by what experts call “water sized swimming pools filled with water). And by 2025,
stress�?. That is to say, demand will exceed the supply of fresh Peru will be the only Latin American country that facing
water in terms of quality (eutrophication, contamination by permanent “water stress�?6.
organic matter and saltwater intrusion) and quantity (over-
exploited water tables and dry rivers, for example)3. Given the current and future global, regional and national
demand for water and its limited availability, it is crucial to
In spite of having 5% of the world’s surface water, Peru is stop water wastage.
facing serious problems in managing this resource.
Acting within the framework of the International Decade for
While in cities, the access to water and sanitation services Action, “Water for life 2005-2015�?7, this campaign aimed at
stands at 90% and 81% respectively, in rural areas it is merely arresting and preventing water scarcity by promoting a better
61% and 36%4. Culture of Water. In other words, it is important to make
people aware that since it is a resource that is as essential as
Added to low coverage are structural management issues, such it is finite, maximum care needs to be taken of it.
as the poor quality of service, the absence of consumption
measurements (55% at the national level) and inadequate
billing (42% of the total water produced).
1 World Bank (2011) Acceso a Agua Potable [Online] Available at: http://www.worldbank.org/depweb/Spanish/modules/environm/water/print.html [Reviewed on 22.11.11].
2 Smith, Lisa C., Usha Ramakrishnan, Aida Ndiaye, Lawrence Haddad and Reynaldo Martorell (2003) The Importance of Women’s Status for Child Nutrition in Developing
Countries, Washington DC: International Food Policy Research Institute Research Report 131.
3 Green Facts (2011) Estrés Hídrico [Online] Available at: http://www.greenfacts.org/es/glosario/def/estres-hídrico.htm (Revised on 22.11.11]
4 World Bank (2008) in http://data.worldbank.org
5 IMASEN (2008) Estudio de Línea de Base sobre la percepción del problema de escasez de agua – Fase cuantitativa. Lima: IMASEN
6 UNDP (2006) Informe de Desarrollo Humano 2006. Más allá de la escasez: Poder, pobreza y la crisis mundial del agua. Nueva York (2006 Human Development Report):
Palgrave Macmillan.
7 Initiative promoted by the United Nations, through its mechanism for coordination between agencies, “UNO Water�?. For more information, visit: www.unwater.org
9
Protect water now - don’t let it run out The Campaign
II. The Campaign
Partners Organization (CEPIS/PAHO), the Swiss Development
The “Protect water now, don’t let it run out�? campaign was Cooperation (SDC), the German Cooperation (GIZ, KfW
conducted through a strategic alliance between two groups: and INWENT), the Andean Development Corporation
the Grupo Agua and the Grupo RPP8. (CAF), the Spanish Agency for International Development
Cooperation (AECID), the Delegation of the European
The Grupo Agua was set up in Peru in November 2004, with Commission in Peru, the United States Agency for
the participation of the World Bank’s Water and Sanitation International Development (USAID), the Americas Fund,
Program, the German Technical Cooperation Agency (GTZ/ and the World Bank’s Water and Sanitation Program (WSP-
PROAGUA), the Swiss Cooperation Agency (SDC), the WB).
Canadian International Development Agency (CIDA) and
the Pan-American Sanitary Engineering and Environmental The Grupo RPP is a multimedia group with national
Sciences Centre of the Pan-American Health Organization and international reach, whose vision is to bring together
(CEPIS/PAHO). Peruvians seeking a better quality of life, through capacity
building and information. Its priority areas in terms of society
The frame of reference for this initiative included the National and development are health, education, environment, justice
Accord, the Strategy for Overcoming Poverty, the Sector’s and security. Communication and sensitization campaigns
National Plan as well as the Millennium Development Goals are some of the mechanisms through which its social
and the Paris Declaration. commitment takes concrete shape.
The Grupo Agua’s specific objectives are: increasing efficiency RPP Noticias, a part of the Grupo RPP, is the leading medium
in cooperation in the sector through better coordination for news-related content in Peru, given its reach, immediacy
between the cooperating partners, exchange of information and credibility. In 2011, RPP Noticias was classified as the
and experiences, structured dialogue between the sector brand with the second best reputation in the country and
and international cooperation entities, and follow-up of as the communication medium with the best worldwide
sector support on specific issues with studies, projects and reputation9.
workshops.
Objectives
At present, 16 institutions, agencies or international General Objective
cooperation organisms, including the State, are a part of The general objective of the “Protect water now and don’t
the Grupo Agua, including the: International Development let it run out�? campaign is to promote a culture of water in
Bank (IDB), Japan International Cooperation Agency Peru. In other words, people must become aware that given
(JICA), the Pan-American Sanitary Engineering and that it is a resource that is as essential as it is finite, maximum
Environmental Sciences Centre of the Pan-American Health care must be taken to preserve it.
8 See footnote 1.
9 RPP Noticias (2011) RPP lidera ranking de medios en studio internacional sore reputación. [Online] Available at: http://www.rpp.com.pe/2011-07-13-rpp-lidera-ranking-de-
medios-en-estudio-internacional-sobre-reputación-noticia_384304.html (Reviewed on 22.11.11)
10
Protect water now - don’t let it run out The Campaign
Specific Objectives associations and non-governmental orga nizations linked to
1. Inform people about water scarcity in the context of the water and sanitation sector).
global warming.
2. Inform people about water and sanitation services and Main Message
how they improve the quality of life. The main message of the campaign warns about water
3. Promote daily actions for the responsible use of scarcity, highlights how important it is for health, and exhorts
water. people to take care of it.
4. Promote healthy practices in relation to the consumption
of water. Phases
5. Promote and spread activities to prevent the All the campaign’s monitoring and assessment components
contamination of water sources. combined quantitative and qualitative social research
methods. The idea behind the baseline, in particular, was to
Target Population contribute to the campaign’s design to enable the main target
Main population population’s understanding, assessment of the perceptions
Men and women above the age of 18 who are frequent and opinions to be refined, with regard to:
listeners of RPP Noticias at the national level, reside in urban
and rural areas and have direct access to drinking water and/ • The scarcity of water resources, and
or sanitation services. • Their water consumption habits
Group Dynamics Between April and May 2008, the opinion and market
Interviewer:
research company, IMASEN, was hired to conduct the base
“...They mentioned that there is going to be water scarcity, is water line study.9
a natural resource or can it be produced...?�?
Respondent: IMASEN conducted four focus group activities and four in-
Woman, 23 years, NSE C: “Yes it could be. Sea water would have to depth interviews. For the quantitative baseline component,
be desalinated, but in our country we have water. We are not suffering.
So we are not aware of any wastage...�? 1,306 surveys were carried out in four cities, representative
of Peru’s coast, highland and forest areas. Just as in the case
Male, 21 years NSE C: “Water has a cycle. Rain evaporates, is filtered
into the soil and wells are formed. And later, it evaporates once again. of the two quantitative studies conducted on the completion
This is a cycle. What I understand is that the water is running out, of the campaign’s first and second phases, the baseline
but what I don’t understand is where it is going.�?
study was conducted through a probabilistic, poly-phase,
random sampling, with a margin of error of ± 2.8% and a
Secondary population confidence level of 95.5%. To ensure the reliability of the
Authorities (regional presidents/mayors and governors all over results, the veracity of 30% of the surveys done was checked
the country), opinion makers and civil society (neighborhood at random.
9 .......................................
11
Protect water now - don’t let it run out The Campaign
The baseline drew from the following 10 key ideas, around Approach
which the campaign was designed: Using both the baseline, as well as the experience of the
1. 30% of the respondents did not know what “potable campaign partners as a reference, it was decided that this
water�? meant and were unaware that the water we phase would be executed on the basis of two complementary
drink needs to be treated in order to safeguard people’s approaches. Water as:
health. • A scarce natural resource
2. Listeners were not aware of the shortage of water in • A service that required prior processing before reaching
Peru. People needed to understand that the problem people’s homes.
was serious, but also that they could and had to do
something about it. These approaches were further sub-divided into the topics
3. It was a fairly commonly held belief that natural water listed in table 1.
was always pure.
4. 43.6% believed that they were paying a lot or too Table 1: APPROACHES AND THEMES
much for water and sanitation services. Water as a resource Water as a service
5. The campaign had to target those availing of drinking Availability Wastage and Saving
water services and needed to highlight the individual
Contamination of sources Quality and Health
as well as collective benefits of water conservation.
6. To value the services provided, it was recommended Scarcity Management
that cases of areas with no drinking water had to be Value Cost
presented.
Climate Change Water and Sanitation
7. People knew how to conserve water and 66.4% of
those surveyed thought that people like them could
do something to prevent water contamination. Communication Strategies
8. 62.8% of the cases mentioned specific water The first phase of the campaign used three complementary
conservation related behavior; therefore one of the strategies: (a) content production both for the radio as well as
campaign’s objectives had to be that of articulating RPP Noticias’ web page, (b) capacity building of journalists
this knowledge through concrete actions. and (c) school competitions.
9. The majority considered that water was everyone’s
right. However people were not aware of what (a) Content Production
could be done to increase coverage. At the end of Radio:
the day, according to them, it was the authorities’ This phase of the campaign included two types of products
responsibility and not that of citizens. for the radio: advertisements and spots. 10 advertisements,
10. In fact, the shortage of drinking water was attributed with durations of between 12 to 30 seconds, which were
to the authorities’ lack of efficiency. aired 2,400 times, from Monday to Friday between 6am
and 10pm, were produced.
First Stage
Duration The spots, on the other hand, were of a duration of
The duration of the “Protect water now, don’t let it run out�? 5-8 minutes. The 229 spots and the 12 special reports
campaign’s first phase was an uninterrupted 56 weeks: from prepared, also to be broadcast by RPP Noticias via Plus
19th August 2008 to 6th October 2009. TV, combined testimonies of specialists, with reports
12
Protect water now - don’t let it run out The Campaign
on the above-mentioned issues and even children’s Additionally, the blog enabled all the content and other
stories. communications produced for the campaign to be posted
– i.e. advertisements, stories, “capsules�?, interviews, and
These spots were inserted in the following RPP Noticias photographs.
programs.
• “Salud en RPP�? (10:00AM) The blog was updated at least once a day and had a
• “Rotativa del Campo�? (largely rural audience, 4:00AM) monthly average of 23,000 visits.
• “Sabadomingo/“Por nuestra gente�? (11:00AM)
• “Rotativa de aire�? (8:00AM) One aspect of the blog that must be highlighted was the
level of participation that it promoted between users, who
Climate change advertisement: 30 seconds frequently shared both their opinions as well as various
Boy Presenter 1: They say that the climate is changing, that we have resources through their stories on Twitter and Facebook.
made our planet hotter by one degree.
Girl Presenter 2: And that the glaciers could melt and cause floods. If (b) Capacity building of journalists
we continue to produce green house gases and waste water, valleys
could become deserts and we won’t be able to get enough water.
The capacity building of journalists by water and
sanitation specialists took place at two points in time
Boy Presenter 1: There are things we should not change. The climate
is one of them.
during the campaign, with the objective of fine-tuning
and updating their knowledge.
Institutional presenter: “Protect water now, don’t let it run out�? – a
Grupo Agua and RPP message.
At the beginning of the campaign, the team of RPP
Water and Health Advertisement: 30 seconds Noticias’ journalists (producers, hosts and researchers)
Girl Presenter: Water is a source of life – every form of life.
was invited to a training program aimed at sensitizing
Boy Presenter: ... including bacteria, parasites and diseases that and equipping them with key messages.
take away your life.
Girl Presenter: Let us not contaminate water with wastes or All through the campaign and with a view to ensuring
chemicals.
the quality and precision of their messages, the campaign
Boy Presenter: The quality of our lives depends on the quality of team followed up on the work with the producers of each
water.
RPP Noticias program involved.
Institutional Presenter: “Protect water now, don’t let it run out�? – a
Grupo Agua and RPP message.
(c) School competition
Plug: 12 seconds In order to involve the educational and academic
Institutional Presenter: The main source of water that feeds our community (students, teachers, mothers and fathers), a
rivers, lakes and springs on the coasts and in the forests is running
out. “Protect water now, don’t let it run out�? – a Grupo Agua and competition was held in which questions were formulated
RPP message. on the campaign’s key messages, through the blog.
Blog The competition was held between 30th May and 15th
The “posts�? in the campaign blog (http://www.rpp. July 2009, and managed to garner the participation of
com.pe/campanias-cuida-el-agua-seccion_592.html) 1560 students from the fifth grade of primary school to
were prepared based on the above-mentioned spots and the fifth grade of secondary school from different parts
national and international notes linked to the topic. of the country.
13
Protect water now - don’t let it run out The Campaign
Investment • Above 18 years of age.
Taking into consideration the actual values of the design, • Frequent listeners of RPP Noticias.
production, dissemination and other related costs, the • Availing of drinking water services inside and outside
campaign’s economic value stood at US$ 1,261,146, their home.
including IGV (General Sales Tax). The Grupo Agua’s • Residents of the cities of Arequipa, Iquitos, Lima and
financial contribution, which accounted for almost 20% Piura.
of the total campaign investment, was US$250,144; the • Contributing towards ensuring an adequate
difference corresponds to the valuation of the costs borne by representation of all socio-economic levels.
the Grupo RPP. It must also be pointed out that the valuation
of contributions, such as the participation of Grupo Agua’s To compare the results of the baseline with the final
specialists in the Advisory Committee, has not been included assessment of this and the next stage, please refer to the
in this report. section on “Effects of the campaign�?.
Monitoring and Assessment Second Phase
In May 2009, IMASEN conducted four focus group studies Duration
with 30 frequent listeners of RPP Noticias in Lima. In The duration of the campaign’s second phase was 38 weeks:
the case of Arequipa, Iquitos and Piura, CPI was hired to 27th April 2010 to 16th specialists 2011.
replicate the methodology with a similar number and profile
of participants. The aim of this activity was to assess the Focus
effectiveness of the messages aired during the first six months Using the findings of the first stage monitoring and assessment
of the campaign, and make the required adjustments. process as a basis, the technical committee proposed focusing
the campaign’s second phase on three key points in water
The reason for such adjustments was to simplify the issues conservation: be aware, feel and act. That is to say:
and obviate the use of technicalities. • Be aware of the water situation and the problem.
• Feel how important water is for your life.
Additionally, in September of the same year, IMASEN • Take concrete actions for the care and proper use of
carried out an end of campaign assessment. 1312 surveys water.
were carried out, including men and women who met the
following criteria: The three key points led to the themes presented in table 2.
Table 2: THEMES DURING THE CAMPAIGN’S SECOND PHASE
Number of Key themes Messages Sub-themes
weeks
2 Launching Why is it important to Why do we need to Protect water?
protect water? Water is life and progress
12 The current water situation: resource and Be aware Climate change
service
Use and maintenance of the infrastructure
12 The importance of water in the lives of Feel (water and sewage)
people
Duties and rights in the use of sewage
12 Promoting a water culture: good care and Act systems
use of water
14
Protect water now - don’t let it run out The Campaign
Communication strategy Another important difference was that instead of four
The second phase reiterated all aspects that worked well in programs, the 157 spots produced for this phase were
the first phase and three new components were added to it, inserted in eight programs.
which were equally useful: decentralized programs, a study
on good government practices in the management of water Water and Climate Change Advertisement: 20 seconds
and the registration and compilation of press notes (clippings)
Boy Presenter: Phew! Our earth is heating up!
related to the campaign. Girl Presenter: And the glaciers that produce fresh water are melting,
that’s why, more than ever before...
(a) National production and broadcasting of content: Boy Presenter: ....�?Protect water now, don’t let it run out�?.
Institutional Presenter: Let’s conserve water today so that there is
Radio: no shortage tomorrow.
In this phase, radio advertisements were also aired 10 Institutional Presenter: This is a Grupo Agua and RPP message.
times a day, five days a week. In the 38 weeks that the Duties and Right Advertisement: 20 seconds
second phase of the campaign lasted, a total of 1900
Boy Presenter: Having water in our homes is our right and taking
broadcasts were aired. Besides their content, these care of it is our duty.
advertisements differed from those that were aired in Institutional Presenter: By paying for your water consumption on time
and reporting illegal connections, you will be helping more people
the previous phase in terms of their duration, which have water in their homes.
was of 20 seconds.
Table 3: GUIDE FOR THE SPOTS IN THE SECOND PHASE OF THE CAMPAIGN
Program Day Duration of the spot Frequency
Rotativa del aire, 1a edición Thursday 5 minutes once every 15 days
Rotativa del aire, 3a edición Monday 5 minutes once every 15 days
Salud en RPP Wednesday 8 minutes once every 15 days
De la noche a la mañana Tuesday 8 minutes once every 15 days
Rotativa del campo Friday 8 minutes Weekly
Por nuestra gente Sunday 8 minutes once every 15 days
Cuidando tu salud Saturday 8 minutes once every 15 days
Ampliación de noticias Depending on the slot 5 minutes once a month
15
Protect water now - don’t let it run out The Campaign
Table 4: DECENTRALIZED PROGRAM GUIDE
2010 2011
I Quarter II Quarter III Quarter I Quarter Broadcasts
Province June July August September October November December January
Arequipa 2 2 2 2 2 1 3 1 15
Trujillo 2 1 3 0 1 2 4 1 14
Piura 2 2 2 2 1 3 2 1 15
Cusco 2 2 2 1 0 2 4 0 13
Puno 2 1 1 2 2 1 2 1 12
Huancayo 2 1 3 2 2 2 2 2 16
Cajamarca 0 2 2 1 3 2 2 1 13
98
Prepared by the authors: RS-Grupo RPP Team.
Additionally, nine reports were produced on the issues The campaign’s Facebook page (http://www.facebook.com/
addressed by the campaign. These were two and three pages/Cuida-el-agua-RPP/259879780103) continues to
minute pieces, characterized by the use of various be active and has almost 4000 followers.
approaches and resources (testimonies, statistics and
case studies). The reports were aired once a month and (b) Production and broadcasting of regional content.
repeated in the four news editions. One of the innovations of the campaign’s second phase was
the decentralization of the production and broadcasting
of spots at the regional level.
Excerpt from the blog:
Thanks to RPP for creating awareness about these issues that As shown in Table 4, between June 2010 and January
are so important for children as well as teachers.
Lic. Rosa C.Marcos Urtega, Teacher at the “San Juan�? de
2011, 98 fortnightly spots of eight minutes each were
Trujillo I.E produced, which were aired in seven regions through the
“Rotativa Regional�? news.
Internet (c) School Competition:
The blog (http://www.rpp.com.pe/campanias-cuida-el- A competition was held once again during the second
agua-seccion_592.html) maintained the same momentum stage. Although it was based on the same method as in the
as during the previous phase. Even so, it increased its first phase, the number of participants was significantly
traffic by almost 40%, registering 32000 monthly visits higher, growing from 1560 to 5561. In part, the growth
on an average. The increase was due to two key factors: was thanks to the popularity of the issue within the
the issue was gaining ground in the public agenda and educational community and the Ministry of Education’s
there was greater interaction with the readers, for which support in building awareness about the competition. A
social networks, such as Facebook, proved to be vital. third factor that would explain the increase in the number
of participants was the utilization of the first stage’s
database to spread the news about the competition.
16
Protect water now - don’t let it run out The Campaign
(d) Study on the best water management practices. With this, it hopes to build awareness about the lessons
The second innovation in this phase of the campaign was learnt from the initiatives that promote a just and
the study that the Association Ciudadanos Al Día (CAD, responsible management of water in our country.
a citizens’ association) conducted. Adopting rigorous
technical criteria, it identified experiences to be taken (e) Clippings
as a reference to improve the professional standards of The third component of the campaign’s second phase was
the institutions involved in the proper management of the compilation of journalists’ reports on the campaign,
water. published in other media.
Based on the terms of reference, CAD prepared the The daily monitoring of print and digital media, news
following products: agencies and institutional portals during the campaign’s
second phase helped collect a total of 2914 clippings, whose
Identification of successful experiences (200- 2009): distribution is given in detail in the following table.
Among the participants proposed for the Best Practices
in Public Management Award, for the 2006- 2009 Although no rigorous analysis of the contents of the
period, CAD identified 13 that were working on water clippings was done, it may be said that in general, they
management: four in education, five on access to water were positive and informative. However, rather than
and sewerage, three on management and one on the mentioning the name of the campaign, these reports
regulation of the service. tended to mention the names of the specialists concerned
and the institutions for which they worked. On another
Identification of successful experiences (2010): note, these references served as a source of information
Within the framework of the 2010 edition of the same for the campaign’s advertisements and spots.
award, RPP Noticias and CAD resolved to launch the
category ‘Best Water Management Practices.’ Investment
Taking into consideration the actual value of the design,
Of the fifteen applications received, eight complied with production, dissemination, and other related costs, the
the competition’s criteria. And among these, the proposal campaign’s economic value stood at USD$ 1,602,487,
submitted by SEDPAL – entitled: “Manchay: inclusion including IGV (General Sales Tax). In this phase, the Grupo
through access to drinking water and sewerage services�? Agua’s financial contribution was US$ 225,840 – about
– was the winner. 14% of the campaign value; the difference corresponds to
the valuation of the costs borne by the Grupo RPP as well
RPP Noticias covered the awards ceremony, placing a as other intangible contributions, such as the participation
special emphasis on the winning experience in the new and consultancy of the Grupo Agua’s specialists and the
category. Technical Committee.
Management guide for elected bodies: Monitoring and Evaluation
The third CAD product aimed at answering the following In October 2010, IMASEN once again studied four focus
questions: What do the figures related to Peru’s water groups with almost 30 frequent listeners of RPP Noticias in
situation tell us? Who is responsible for water in Peru? Lima to evaluate the messages and make the corresponding
Which of the successful experiences can be replicated? adjustments.
17
Protect water now - don’t let it run out The Campaign
Table 5: CLIPPINGS FROM JOURNALISTS’ ARTICLES
2010 2011
Quarter I Quarter II Quarter III Quarter I Total
Media March April May June July August September October November December January
Dailies Correo 6 7 52 55 49 65 89 1058 84 76 1541
El Comercio 6 6 2 21 27 31 48 58 69 70 71 409
El Peruano 2 7 7 11 21 20 20 27 115
Gestión 0 1 1 5 3 1 1 12
La República 5 3 5 10 6 34 15 18 22 27 51 196
Perú21 0 2 4 20 14 24 14 15 4 8 106
News Andina 2 3 20 31 74 48 38 53 37 37 38 381
Agencies
Enlace 8 8 9 12 37
Nacional
Web Terra 1 0 0 1 6 5 3 16 32
Portal
Perú21.net 11 12 0 23
CPN Radio 9 5 0 2 16
América 8 0 5 4 17
Económica
ANA - 0 9 9 5 23
Asociación
Nacional de
Agua
Ministerio de 1 2 2 1 6
Agricultura
14 19 36 121 189 184 203 302 1265 270 311 2914
Prepared by the authors: RS-Grupo RPP Team.
Additionally, between 20th January and 10th February 2011, IMASEN conducted an end-of-campaign evaluation. 1207 surveys
were carried out, with the same inclusion and exclusion criteria as in the previous two studies. To compare the results of the
baseline with the final evaluations of this and the previous phase, please refer to the section, “Effects of the campaign�?.
18
Protect water now - don’t let it run out Effects of the Campaign
III. Effects of the Campaign
Till this section, the report details what experts would term In other words, we now move to comparing the baseline’s
“campaign effort�?, which could be summarized as 94 weeks results with those obtained at the end of the first and second
on air, with a weekly audience of 6 million people and a total phases in Arequipa, Iquitos, Lima and Piura.
estimated monetary value10 of US$2,406,414.
As we mentioned earlier, these studies combined both
This section, however, attempts to demonstrate the “effects qualitative as well as quantitative research methods – the latter
of the campaign�?, based on a comparison of the findings of based on probabilistic, poly-phase and random sampling,
the investigations, in terms of its educational aspects, as well with a margin of error of ± 2.8% and a confidence level of
as processes and impact. 95.5%, in which the veracity of 30% of the surveys done was
checked to ensure the reliability of the results.
Table 5: PARTICIPANTS IN THE MONITORING AND EVALUATION
Phase
Base Line First Phase Second phase
Research Supplier Methods Data Collection June 2008 Sep 2008 Feb 2011
Quantitative IMASEN Surveys Participants Total 1,307 1,312 1,207
Sex Hombres 55.6% 53.1% 53.4%
Mujeres 44.4% 46.9% 46.6%
Age 18-24 13.2% 11.8% 12.3%
25-50 50.4% 49.1% 49.0%
>51 36.4% 39.1% 38.7%
City Arequipa 23.0 % 22.9% 24.9%
Iquitos 23.0 % 22.9% 24.9%
Lima 30.9 % 31.3% 25.4%
23.0 % 22.9% 24.9%
Qualitative IMASEN Focus groups The three phases used group dynamics in the four
and CPI participating cities
10 It includes both production expenses, as well as the amounts that would have had to be paid for the slots in RPP Noticias had they not been donated by the RPP Group. Free
coverage given by other media is not considered (cascade effect)
19
Protect water now - don’t let it run out Effects of the Campaign
Specific Objectives The following graphs show how the participants became
Below you will find the results of the campaign’s assessments, increasingly aware of the current and future shortage of water
in keeping with its five specific objectives. in the four cities in which the study was conducted.
(1) Inform about water scarcity, in the context of
GRAPH A2: WATER SCARCITY – AREQUIPA
global warming
A comparison of the three phases of quantitative data
(1 = Totally disagree, 5= Totally agree)
collection suggests that the concerned population, in 5
particular women, is increasingly concerned about the 4.5
impact of climate change in our country. Using a scale of 1 4
to 5, where 1 is ‘not at all affected’ and 5 is ‘very affected’, 3.5
3
the average in September 2009 was 3.59 (males = 3.53 and
2.5
females = 3.67), while in March 2011, it was 3.67 (males = 2
3.63 and females = 3.72). 1.5
1
It also suggests that while the campaign lasted, the issue Drinking water If we continue like Currently
is a finite this our children there are water
of water gained in importance. In the three studies, the resource will not have shortage issues
drinking water in the world
participants spoke of the benefits of taking care of the
environment. “Having better quality water�? for example,
Base line (June2008) First phase (Sep 2009)
topped the list of spontaneous reasons recorded in the first
study in only 7.3% of the participants. In September 2009, this Second phase (Feb 2011)
figure rose to 8.3% of the participants. And in the last study,
almost 14.6% of the people interviewed gave the same reason.
GRAPH A1: WATER SCARCITY – AVERAGE (AREQUIPA, GRAPH A3: WATER SCARCITY – IQUITOS
IQUITOS, LIMA AND PIURA)
(1 = Totally disagree, 5= Totally agree) (1 = Totally disagree, 5= Totally agree)
5 5
4.5 4.5
4 4
3.5 3.5
3 3
2.5 2.5
2 2
1.5 1.5
1 1
Drinking water If we continue like Currently, there Drinking water If we continue like Currently,
is a finite this our children are water is a finite this our children there are water
resource will not have shortage issues resource will not have shortage issues
drinking water in the world drinking water in the world
Base line (June2008) First phase (Sep 2009) Base line (June2008) First phase (Sep 2009)
Second phase (Feb 2011) Second phase (Feb 2011)
20
Protect water now - don’t let it run out Effects of the Campaign
GRAPH A4: WATER SCARCITY – LIMA GRAPH A5: WATER SCARCITY – PIURA
(1 = Totally disagree, 5= Totally agree) (1 = Totally disagree, 5= Totally agree)
5 5
4.5 4.5
4 4
3.5 3.5
3 3
2.5 2.5
2 2
1.5 1.5
1 1
Drinking water If we continue like Currently, Drinking water If we continue like Currently,
is a finite this our children there are water is a finite this our children there are water
resource will not have shortage issues resource will not have shortage issues
drinking water in the world drinking water in the world
Base line (June2008) First phase (Sep 2009) Base line (June2008) First phase (Sep 2009)
Second phase (Feb 2011) Second phase (Feb 2011)
The following graph shows three significant improvements through the campaign. It is to do with the consequences of climate
change as expressed spontaneously by the respondents. As observed, the number of persons who mentioned “water scarcity�?
as one of these consequences almost quadrupled.
GRAPH B: CONSEQUENCES OF CLIMATE CHANGE IN PERU
40
35
30
25
(%)
20
15
10
5
0
Jun-08 Sep-09 Feb-11
9.1 21.5 33.6 Water Scarcity
3.8 14.3 31.6 Temperature changes
0 10.7 12.6 Seasonal Variations
Prepared by the authors. Source: IMASEN, 2011
21
Protect water now - don’t let it run out Effects of the Campaign
The following graph confirms the positive impact that the campaign had in raising public awareness. The levels of agreement
with the five statements proposed in the survey show significant improvement between the first and second phases. For
example, in the case of the second statement, there is an increase of almost 17%.
GRAPH C: % RESPONDENTS TOTALLY IN AGREEMENT WITH THE STATEMENTS PROPOSED
60
50
40 A Global warming is shrinking water sources in the world.
(%)
30 B Currently, there are issues of water scarcity the world.
20
C Not all the people in the country have access to drinking water.
10
D If people were to use the water they get in their homes in a better
0 manner, more people would have access to drinking water.
A B C D E
E Waste water should be treated before being disposed of.
2009 30.3 33.5 35.1 33.3 31.1
2011 40 50.1 51.5 49.1 46.8
Prepared by the authors: Source IMASEN, 2011
(2) Inform people about the role of water and Three of these are worth mentioning:
sanitation in improving the quality of life • The most common water conservation strategy at
As expected, not always did the indicators behave as desired. home is in the shower. The campaign increased the
In the case of the second objective, the question asked was, use of this strategy by five percentage points between
‘Do you believe that not having a waste water treatment the baseline and the second phase, attaining 83%.
system (dirty water and waste water) would affect people’s • It was equally interesting to see that the use of water
health?’ In September 2009, 96.6% of the participants said efficient taps and toilets increased significantly in
‘yes’, whereas in March 2011, “only�? 87.4% agreed. Arequipa, rising from 16% in 2008 to 30% in
2011.
(3) Promote daily actions for the responsible use of • A third very positive aspect was the use of recycled
water water for watering gardens, where all four cities
The following graphs show participants responses regarding recorded significant improvements. In the four
how they conserve water in their homes. They also show the cities, on an average, this action went from being
pattern of these actions at the three points of time covered adopted by 16% of the participants in 2008 to 23%
by the study. in 2011.
22
Protect water now - don’t let it run out Effects of the Campaign
GRAPH D1: WATER CONSERVATION – AVERAGE AFFIRMATIVE RESPONSES (AREQUIPA, IQUITOS, LIMA AND PIURA)
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Do you turn off the Do you water Do you water Do you have Do you use Do you leave
shower when soaping your gardens your gardens faulty taps and water-efficient the tap running
yourself when you with drinking with recycled cisterns in your taps/ toilets? when you wash
have a bath? water? water? home? dishes?
Base line (June2008) First Phase (Sep 2009) Second phase (Feb 2011)
GRAPH D2: WATER CONSERVATION – AVERAGE AFFIRMATIVE RESPONSES - AREQUIPA
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Do you turn off the Do you water Do you water Do you have Do you use Do you leave
shower when soaping your gardens your gardens faulty taps and water-efficient the tap running
yourself when you with drinking with recycled cisterns in your taps/ toilets? when you wash
have a bath? water? water? home? dishes?
Base line (June2008) First Phase (Sep 2009) Second phase (Feb 2011)
23
Protect water now - don’t let it run out Effects of the Campaign
GRAPH D3: WATER CONSERVATION – AVERAGE AFFIRMATIVE RESPONSES -IQUITOS
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Do you turn off the Do you water Do you water Do you have Do you use Do you leave
shower when soaping your gardens your gardens faulty taps and water-efficient the tap running
yourself when you with drinking with recycled cisterns in your taps/ toilets? when you wash
have a bath? water? water? home? dishes?
Base line (June2008) First Phase (Sep 2009) Second phase (Feb 2011)
GRAPH D4: WATER CONSERVATION – AVERAGE AFFIRMATIVE RESPONSES - LIMA
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Do you turn off the Do you water Do you water Do you have Do you use Do you leave
shower when soaping your gardens your gardens faulty taps and water-efficient the tap running
yourself when you with drinking with recycled cisterns in your taps/ toilets? when you wash
have a bath? water? water? home? dishes?
Base line (June2008) First Phase (Sep 2009) Second phase (Feb 2011)
24
Protect water now - don’t let it run out Effects of the Campaign
GRAPH D5: WATER CONSERVATION – AVERAGE AFFIRMATIVE RESPONSES - PIURA
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Do you turn off the Do you water Do you water Do you have Do you use Do you leave
shower when soaping your gardens your gardens faulty taps and water-efficient the tap running
yourself when you with drinking with recycled cisterns in your taps/ toilets? when you wash
have a bath? water? water? home? dishes?
Base line (June2008) First Phase (Sep 2009) Second phase (Feb 2011)
Regarding perceptions of charges for drinking water services,
on a scale of 1 (very little) to 5 (too much), in the baseline GRAPH E1: HOW WOULD YOU RATE THE CHARGES
YOU HAVE TO PAY FOR WATER SERVICES? – AREQUIPA
survey, the average recorded was 3.51, then when the first
phase of the campaign ended it rose to 3.56, and at the end On a scale of 1 (very little) to 5 (too much)
of the second phase, it came down to 3.36. 5
4.5
Regarding differences in opinions between the sexes, the 4
only significant difference was in the baseline, where the 3.45 3.42 3.42
3.58
3.45 3.34
3.5
resultant score was 3.37 for men, while it was 3.65 for
3
women. The graphs below give a detailed breakdown of
2.5
these differences.
2
Regarding subsidies, in 2009, 17.6% felt that the Government 1.5
did not subsidize domestic drinking water services. In 2011, 1
Men Women
this figure fell to 13.1%.
Base line First phase Second phase
(June2008) (Sep 2008) (Feb 2011)
25
Protect water now - don’t let it run out Effects of the Campaign
A second question focused on whether or not subsidies of this kind were right. In 2009, seven out of ten people responded
in the affirmative; however two years later, five in ten were of this opinion.
GRAPH E2: HOW WOULD YOU RATE THE CHARGES GRAPH E4: HOW WOULD YOU RATE THE CHARGES
YOU HAVE TO PAY FOR WATER SERVICES? – IQUITOS YOU HAVE TO PAY FOR WATER SERVICES? – PIURA
On a scale of 1 (very little) to 5 (too much) On a scale of 1 (very little) to 5 (too much)
5 5
4.5 4.5
4 4 3.73 3.70
3.59
3.45 3.52 3.43 3.42 3.34 3.34 3.38
3.5 3.5
3.27 3.26
3 3
2.5 2.5
2 2
1.5 1.5
1 1
Men Women Men Women
Base line First phase Second phase Base line First phase Second phase
(June2008) (Sep 2008) (Feb 2011) (June2008) (Sep 2008) (Feb 2011)
GRAPH E3: HOW WOULD YOU RATE THE CHARGES GRAPH F1: HOW MUCH DOES THE QUALITY OF WATER
YOU HAVE TO PAY FOR WATER SERVICES? – LIMA THEY CONSUME AFFECT THE HEALTH OF PEOPLE? –
AVERAGE OF CITIES SURVEYED
On a scale of 1 (very little) to 5 (too much)
5 (1= not at all, 5 = a lot)
4.5
4.05 4.08
3.85
4
3.6 3.66 3.57
3.5 3.34 3.36 3.37
3
2.5
2
1.5
1
Men Women
Base line First phase Second phase
(June2008) (Sep 2008) (Feb 2011) Jun-08 Sep-09 Feb-11
(4) Promote healthy practices in relation to water consumption
The following graphs suggest that there were no important changes in associating the following concepts: 1) water quality
and 2) health. On a scale of 1 (none) to 5 (many), this indicator moved from 4.05 during the baseline to 4.08, at the end of
the first phase, and fell to 3.85 at the end of the second phase.
26
Protect water now - don’t let it run out Effects of the Campaign
GRAPH F2: HOW MUCH DOES THE QUALITY OF WATER GRAPH F4: HOW MUCH DOES THE QUALITY OF WATER
THEY CONSUME AFFECT THE HEALTH OF PEOPLE? – THEY CONSUME AFFECT THE HEALTH OF PEOPLE? –
BY CITY BY SEX
(1= not at all, 5 = a lot) (1= not at all, 5 = a lot)
4.07 4.10 4.06 3.93 4.10 3.98 4.03 3.98 4.09 4.13 4.06
3.85 3.78 3.77 3.91
3.66
3.35 3.47
Jun-08
Sep-09
Feb-11
Jun-08
Sep-09
Feb-11
Jun-08
Sep-09
Feb-11
Jun-08
Sep-09
Feb-11
Jun-08
Sep-09
Feb-11
Jun-08
Sep-09
Feb-11
Lima Piura Arequipa Iquitos Men Women
(5) Promote actions to prevent the contamination of
GRAPH F3: HOW MUCH DOES THE QUALITY OF water sources
WATER THEY CONSUME AFFECT THE HEALTH OF
PEOPLE? – BY AGE
The following graphs show a significant variation in the
perception of the level of contamination of water sources.
(1= not at all, 5 = a lot) On questioning them about why this change took place, the
impact of people living along river banks (29.6% in 2008
4.05 3.99 4.05 4.04 4.04 4.06 4.14
3.83 3.80 and 16.9% in 2011) moved to second place. In March 2011,
the same reason came after that of the environmental impact
caused by mining companies (14.1% in 2008 and 24.6% in
2011) and industrial companies (9.4% in 2008 and 17.8%
in 2011).
In a subsequent study, it would be interesting to investigate
the extent to which these perceptions are real and what are
Jun-08
Sep-09
Feb-11
Jun-08
Sep-09
Feb-11
Jun-08
Sep-09
Feb-11
the factors influencing them.
18-24 25-50 >51
27
Protect water now - don’t let it run out Effects of the Campaign
GRAPH g1: HOW WOULD YOU RATE THE GRAPH G3: HOW WOULD YOU RATE THE
CONTAMINATION OF THE WATER SOURCES SUPPLYING CONTAMINATION OF THE WATER SOURCES
THIS CITY’S POPULATION – AVERAGE OF CITIES SUPPLYING THIS CITY’S POPULATION – BY AGE
SURVEYED
(1= Not at all contaminated, 5 = Very contaminated)
(1= Not at all contaminated, 5 = Very contaminated)
3.31 3.22 3.25 3.15 3.26
3.21 3.23 3.00 3.05
2.69 2.54
2.67
Jun-08
Sep-09
Feb-11
Jun-08
Sep-09
Feb-11
Jun-08
Sep-09
Feb-11
Jun-08 Sep-09 Feb-11
18-24 25-50 >51
GRAPH G2: HOW WOULD YOU RATE THE GRAPH G4: HOW WOULD YOU RATE THE
CONTAMINATION OF THE WATER SOURCES CONTAMINATION OF THE WATER SOURCES
SUPPLYING THIS CITY’S POPULATION – CITY-WISE SUPPLYING THIS CITY’S POPULATION – BY GENDER
(1= Not at all contaminated, 5 = Very contaminated) (1= Not at all contaminated, 5 = Very contaminated)
3.55 3.31 3.28
3.23 3.25 3.26 3.22 3.45 3.37 3.11 3.19
3.04 3.16 2.91 2.98 2.66 2.67
2.51
Jun-08
Sep-09
Feb-11
Jun-08
Sep-09
Feb-11
Jun-08
Sep-09
Mar-11
Jun-08
Sep-09
Feb-11
Jun-08
Sep-09
Feb-11
Jun-08
Sep-09
Feb-11
Lima Piura Arequipa Iquitos Men Women
Recall and media coverage campaign’s name, and the motivation generated among RPP
Given below are the results of the evaluation of other Noticias’ audience.
important aspects of the campaign, which include the
public’s recall of the initiatives taken and of similar messages Recall of campaigns
in the media, the issue’s media coverage in general and in One of the questions asked of the respondents was: “Do
RPP Noticias in particular, the degree of acceptance of the you recall any messages or campaigns promoting water
28
Protect water now - don’t let it run out Effects of the Campaign
conservation and other water related issues? 54.3% responded on the radio?, 58.3% said they had heard more news
in the affirmative in June 2008, 58.1% in September 2009 in September 2009 as compared to 43.3% in February
and 47.8% in February 2011. 2011.
During the time that the “Protect water now, don’t let it Coverage of the issue in RPP Noticias
run out�? campaign was aired, there were no other media However, when asked about “Which is the radio channel that
campaigns on air. Therefore, the reduction in recall levels has most news or information on water conservation and
of the campaigns and messages could be due to the fewer care?�?, in September 2009, 86% mentioned RPP Noticias
weeks they ran during the campaign’s second phase, as the as the broadcaster that paid the most attention to the issue.
first phase was on air for 56 weeks while the second lasted In February 2011 a similar response was given by 92.5% of
just 38 weeks. the respondents.
Recall of messages Another indicator confirming the positive outcome of the
The percentage of those who said that they had heard a campaign can be seen in the degree of acceptance of its name.
sufficient number of news items or radio messages on the The studies showed that a significant percentage of listeners
effects of climate change on water sources increased by almost indicated that they were in agreement with the statement,
7 percentage points, going from 36.2% to 43.1%. “Protect water now, don’t let it run out�?. While in June 2008,
71% said that they were in agreement, 91.1% were in agreement
At the same time, the percentage of respondents who said in September 2009 and 86.6% in February 2011.
that they had not heard enough news or radio messages with
tips on water conservation was lower in 2011 as compared Campaign name and motivation level
to 2008. The figures fell from 42% to 37.4% from one year Finally, the following graph shows trends in the motivation
to the other. generated by the campaign’s name among respondents at the
three points of time and in the studies referred to earlier on.
Presence of the issue in the media
The presence of water conservation and care related issues
GRAPH H: MOTIVATION
in different types of communication media was also studied,
with the following findings: How much does the slogan, “Protect water now,
don’t let it run out�? motivate you to take care of water?
• Regarding television, the question asked was: Do you Age-wise
think that there has been more, less or equal news
this year as compared to the last year about water 4.48
4.96
4.53
4.28 4.08 4.21 4.15
conservation and care? In September 2009, 45.5% 3.83 3.97
mentioned that more news was covered, while in
February 2011, the figure fell to 33.2%.
• Regarding the print media, respondents were asked:
“During this year, would you say that there has been
more, less or equal coverage on water conservation and
care in newspapers this year as compared to last year?
18-24
25-50
>51
18-24
25-50
>51
18-24
25-50
>51
In September 2009, 35.2% said that there was more
news, while in February 2011, only 25.5% responded
in the affirmative.
Base line First Stage Second Stage
• Finally to the question: Would you say that this year (June2008) (Sep 2009) (Feb 2011)
you have heard more, less or equal news as in the last
year on issues related to water conservation and care
29
Protect water now - don’t let it run out Lessons Learnt
IV. Lessons Learnt
In order to identify what worked and what did not and also Grupo RPP. Each of them was asked to rate six key aspects of
in order to share the lessons learnt with institutions interested the campaign using a scale of 1 (very poor) to 5 (very good).
in implementing similar campaigns, so as to try and replicate The following table summarizes the rating.
the campaign experience, in the beginning of 2010 a consul-
tant analyzed both the design as well as the implementation As observed, all four groups gave a favorable rating to the
of the first phase of the “Protect water now, don’t let it run campaign. However, among them, public sector organizations
out�? campaign. seemed less enthusiastic with regard to the campaign’s im-
pact at the end of the first stage, while those who worked in
This section summarizes the lessons learnt, which were iden- cooperation agencies expressed doubts about the campaign’s
tified based on the review of the relevant documents on the sustainability in the long term if alliances were not exten-
initiative, group dynamics and in-depth interviews with the ded and if the State were not included in a more active and
members of the campaign team11. protagonistic role.
Of the 32 people interviewed, 11 work in different interna- The following table summarizes the opinion of all the par-
tional cooperation agencies, 8 in public bodies, and 13 in the ticipants in this audit.
Table 7: OPINION OF PROFESSIONALS INVOLVED IN THE CAMPAIGN
Self-evaluation on the basis of objectives/Areas according to each type of participant (Averages)
Area of evaluation Total average Cooperating Pub.Org./ RPP Social RPP Staff
Agencies Consultants Responsibility
Area 1 Relevance 4.43 4.60 4.08 5.00 4.33
Area 2 Effectiveness 4.04 3.85 4.08 4.50 4.11
Area 3 Efficiency 3.56 3.50 3.83 3.50 3.44
Area 4 Impact 4.00 3.90 3.50 5.00 4.22
Area 5 Sustainability 3.59 2.90 3.67 4.50 4.11
Area 6 Replicability 4.37 4.20 4.33 4.50 4.56
Average 4.00 3.83 3.92 4.50 4.13
N= 27 10 6 2 9
Rating: 1 Very Poor, 2 Poor, 3 Average 4 Good 5 Very Good.
11 Fernández, A.E (2010) Evaluation of the initiative. The Water Culture Campaign (August 2008- October 2009). Lima. Grupo Agua
30
Protect water now - don’t let it run out Lessons Learnt
TablE 8: CAMPAIGN LESSONS12
Category Definition Good Practices Recommendations
Effectiveness In terms of the quality • A good work environment between • Although one medium, in this case the
of strategies, content, the campaign partners facilitates radio, provides decisive support, it is
communication materials the design and implementation of better for a campaign of this type to be
and media used. the communication strategy. interactive and use multiple media.
• Training journalists is a particularly • Have a team of official spokespersons
cost-effective strategy. and a better selection of specialists to
interview.
Efficiency In terms of the team's • The combination of spots • Speeding up the partners’ processes
organization, activities and programs, along with and time taken for decision making.
undertaken and the the involvement of journalists • If it had a full time campaign team,
maximization of the use of considered to be opinion leaders, the “Protect water now, don’t let it run
the communication media helped achieve a larger reach and out�? campaign could have been more
used. more interest. effective.
• The exchange of knowledge
between the different campaign
partners ensured that the content
was of excellent quality.
Impact In terms of having • It managed to put the issue on the • Not only should the debate generated
achieved the campaign public agenda. by the campaign blog have been
objectives. • In spite of having used just one encouraged, it should have also been
medium of communication, the analyzed.
campaign benefited from the • A greater impact would have been
“cascading effect�?. After its launch, achieved if the State had intervened,
the campaign’s issues were promoting appropriate policies and
covered by other media with greater sectoral practices.
frequency.
Relevance In terms of informing and • It managed to put a crucial issue • Simplify and segment the messages
proposing solutions to the concerning the entire country according to the different listener
major water and sanitation on the agenda, thanks to the profiles (housewives and youth, for
related challenges in the innovative synergy between the example).
country. cooperation agencies and a major • Emphasize more on the citizen’s
communication medium. responsibilities in relation to water.
• It also contributed towards • The tariff issue still leads to a lot of
positioning RPP as a socially controversy and should be approached
responsible company. with greater care.
Replicability In terms of being able • A public campaign model was • The rest of the content should be
to implement a similar developed which could be easily available on the web so that it can
initiative in another adapted to other issues and even in continue to be used.
context. other countries.
12 Adapted from Schippner, B. (2008) Constructing a culture of water in Peru. Perception study on water and consumption habits in people. Lima: Water and Sanitation Program
of the World Bank, Japan International Cooperation Agency and Grupo RPP.
31
Protect water now - don’t let it run out Conclusions
V. Conclusions
Results • The percentage of respondents who reported watering
Since its launch in 2008, the campaign was carried out in two their gardens with recycled water increased from 16%
phases of 56 and 38 weeks respectively, and it achieved the to 23% between 2008 and 2011.
objective of making the issue of water scarcity visible to its • While in 2008, 16.4% of the listeners surveyed said
target population and putting the issue on the nation’s public that they watered their gardens with recycled water,
agenda. On comparing the surveys carried out at the end of in 2011 22.9% indicated that they did so.
each phase, as compared to the baseline, significant progress • In 2011, a minor percentage of the respondents said
was noted in terms of knowledge and perceptions, as well that they left the tap open while washing dishes. The
as in terms of concrete actions aimed at water conservation figure fell from 21.6% to 16.4% between 2008 and
and care. 2011.
Knowledge and perceptions On the other hand, some indicators showed increases between
• The percentage of listeners surveyed, who spontaneously the baseline study (2008) and the end of the first phase of
mentioned “water shortage�? as one of the main the campaign (2009) and small reductions by the end of the
consequences of climate change, almost quadrupled second phase (2011).
from 9.1% in 2008 to 33.6% in 2011. • For example, the recall of messages promoting the care
• While in 2009, only 33.5% of the listeners surveyed or conservation of water grew from 53.82% in 2008
said that they were fully in agreement with the to 58.1% in 2009 and fell to 47.7% in 2011. This fall
statement “currently there are drinking water shortage can be explained by the fewer weeks the campaign ran
problems in the world�?, in 2011, the figure rose to in its second phase.
50.1%. • Similarly, the indicator of how much the quality of
• In the same manner, the percentage of persons agreeing water they consume affects the health of people, on
with the statement “if people used the water that they a scale of 1 to 5 (‘not at all’ and ‘a lot’) was 4.05 in
get in their homes better, more people would have 2008, grew to 4.08 in 2009 and fell to 3.85 in 2011.
access to drinking water�?, rose from 33.3% in 2009 The relationship between water quality and health
to 49.1% in 2011. was a key theme in the strategy during the first phase,
but not in the second (see tables 1 and 2); therefore,
Actions in the second phase, a lower emphasis was placed on
Equally important – although less significant in terms of this, which could explain the change recorded between
magnitude – were the results obtained with respect to the call 2009 and 2011.
to action from the audience, for certain positive behaviors
in the use of water. To summarize, the balance sheet of the “Protect water now,
• The percentage of listeners surveyed who said they don’t let it run out�? campaign is very positive. Therefore,
turned off the shower to soap themselves while having taking into consideration that “water stress�? will begin to
a bath as a practice, rose from 77.7% to 82.9% affect our country in the near future, this campaign should
between 2008 and 2011. be continued.
32
Protect water now - don’t let it run out Conclusions
Contributions • The fact of having structured management processes
The campaigns that public or private entities launch through for the campaign’s design, implementation, impact
the media are completely self-financed. assessment and lessons, translated into valuable
information, both in terms of quantity and quality
In this case, a communication medium, classified as having for measuring its progress and impact.
the best reputation in the world, contributed to more than • The designing of clear messages, adequate and
80% of the total cost of the campaign in its two phases – continuous training of journalists and an aggressive
valued at US$2.86 million, IGV (General Sales Tax) included radio policy in terms of reach and frequency, as well
– to promote the conservation of water among its audience, as the active participation of the campaign partners
with a reach of 6 million people per week. at the advisory committee level were equally relevant
to the achievements gained.
On the other hand, the financial resources allocated by
the Grupo Agua, rose to a sum of US$476 thousand – Sustainability
approximately 17% of the total value. Considering that it is One of the critical aspects of the campaign in the assessment
fairly rare for international cooperation agencies to finance of the first phase, as pointed out by the Grupo Agua’s
initiatives of this kind, these contributions were also very member organizations, is its sustainability. Its achievements
important for the campaign’s execution. Likewise, the time during the two successive phases, thanks to the significant
invested by various specialists in the campaign’s technical contributions by the Grupo RPP and the Grupo Agua, will
assessment was also equally important. not be sustainable in the mid and long term unless new
public-private alliances are forged with concrete technical
Success factors and financial contributions.
Among the main factors that enabled the success of the
campaign, the following may be mentioned: On the other hand, given that the expenses incurred on
• The forming of a strong alliance between a medium of goods and services by RPP, with the resources allocated
communication (radio) with widespread coverage and by international cooperation agencies, were subjected to
credibility and an important group of international IGV (General Sales Tax), the effective availability of these
cooperation agencies specializing in the campaign’s resources was reduced by virtue of the tax. Although the gross
issues. contribution of financial resources from the donors stood
• The substantial deployment of resources by the at 17%, the net contribution was 14%. Therefore, in such
campaign partners, in terms of knowledge, financial cases, a mechanism needs to be found which would make
and non-financial resources, in order to achieve an it possible to increase of the net allocation of resources by
important social objective. donors and contributors.
33
Protect water now - don’t let it run out Recommendations
VI. Recommendations
The following recommendations could contribute to c. Capitalizing on the experience of the campaign page on
strengthening the future phases of the “Protect water now, Facebook, more emphasis should be placed on digital
don’t let it run out�? campaign. media and social networks.
Dissemination 3. Use of other tones of communication:
1. Image a. In general, the campaign adopted a serious and traditional
a. Although it was mainly a radio campaign, it is important tone, which appealed to the listeners’ rationale. In any
to consider creating a logo, slogan or even a person future phase, it would be good to consider the use of humor
symbolizing the campaign. to improve recall levels and behavioral changes. The Water
b. The campaign’s content should be permanently available Saving Hero in the United States is a very good example.
on the Internet.
Strategic Relations
2. Use of other communication media: 1. Involvement of the Government: The Environment and
a. The campaign would have been far more successful if, Education Ministry participated in the campaign at
besides listening to the messages, citizens had been able to several points of time. However in a future stage, its
see, read and assimilate them – especially if the messages involvement beyond merely protocol related events should
were communicated using traditional and interactive be considered, with its active presence in technical and
media. financial contributions, cost sharing, and contributing
towards the campaign’s sustainability. In the future, the
However, this would only be possible with a significantly question of how this campaign could contribute towards
greater allocation of financial resources. For example, achieving objectives of this nature or other portfolios
given estimated market costs, a sum of US$ 230,000 – related to the issue should be examined.
similar to the average amount allocated by Grupo Agua
in one phase of the campaign – would only be able to 2. Involvement of the business sector:
fund a maximum of three weeks of broadcasting messages • Consider the involvement of socially responsible private
in mixed media, including over-the-air TV channels and companies in water management. For this, among others,
radio broadcasters. mechanisms for assessing and incentivizing different
categories, such as waste reduction and awareness building
b. Including other media arms of the RPP Group should about water conservation at home and in the office can be
also be considered, as it would help reach other audiences; designed. In exchange, the companies or families could
but in that case, programs suited to their specific needs receive a certificate and public acknowledgement from
should be tested and produced13. the campaign partners.
13 Four over-the-air TV channels (6 daily 20�?spots) and four radio broadcasters (28 daily 20�? slots).
34
Protect water now - don’t let it run out Recommendations
• Consider the active involvement of companies in the
sector, such as SEDAPAL, which could play a key role
in achieving the campaign’s objectives by incorporating
the campaign messages on their payment receipts, to
promote a better Culture of Water, using different
formats.
Monitoring and Assessment
1. The monitoring and assessment process can be taken
to the next level, implementing (besides the methods
used) a quasi-experimental design to measure the effects
attributable to the campaign. In simple terms, this would
entail complementing the qualitative and quantitative
information collected through group dynamics and
surveys, with a city-wise sample of homes in which water
consumption will be measured.
2. Additionally, it would be important to incorporate
water users who are not frequent RPP listeners in these
measurements, in order to compare their consumption
levels with those of frequent listeners. If the support of
local water suppliers is obtained, this would not call for
any additional resources.
3. Another factor that would enhance the campaign’s
monitoring and assessment would be the organization of
focus groups as soon as the quantitative results are out.
This would not only help understand the information
better, but would also provide the campaign with
statements and beliefs to be reinforced or countered
through future communication material.
35
Organizations participating in this initiative
Japan International
Cooperation Agency