RESULT AREA 3: PUBLIC AWARENESS RAISED AND BEHAVIORAL CHANGE FOSTERED AMONG WATER USERS Pre-project situation: Baseline survey, expert interviews, stakeholder analysis conducted at the beginning of the project and the meetings with the residents, local authorities of target communities as well as with other stakeholders indicated that the main cause of the depletion of groundwater resources in Ararat Valley is poor performance of all stakeholders – water users (farmers, fish-farms, local governments), water managers (water user associations, local governments), decision-makers (MTAI and ME with their relevant structures). The study revealed that only 30% of residents know their water rights and responsibilities and this refers predominantly (75%) to the senor residents (from 45 years old and above), whereas only 7% of youth (18-25 years old) knew their rights and responsibilities. In terms of receiving information on groundwater issues, the residents of Ararat Valley trusted more their neighbors and local governments. The trust in the media, central government and water user associations was significantly low - both as sources of information and as problem-solvers. So, the trust plays a key role in receiving information about water issues, even if there is higher possibility that the information provided by relevant state authorities, service providers and media might be more accurate and evidence-based than the information disseminated through the word of mouth and by local governments. The USAID PURE Water project implemented a vigorous strategic communication campaign tailored to each stakeholder group and aimed at making a positive behavior change of stakeholders with regard to efficient management and use of groundwater resources in Ararat Valley.
Achievements  Increased public awareness and behavioural change of stakeholders due to tailored outreach, public awareness and strategic communication campaigns using a mix of integrated marketing communication tools Main affected stakeholders: Community residents and local governments Schoolchildren and youth Government water sector decision makers and National Assembly relevant standing committee Water User Associations Fish-farms
6,260 People reached out by awareness campaigns in the target community Events and festivals; educational workshops; peer to peer exchange among communities; educational tours to fisheries, artesian wells
Over 2,000,000 Total people reached out in Ararat Valley and nationwide Yerkir Media and H1 TVs, Hetq online newspaper, stakeholder Websites and FB pages
Main instruments used: Community events and festivals on national and international water and environmental days. Educational tours: fish-farms, artesian wells, farms with drip irrigation, wetland. TV programs on drinking and irrigation water issues with participation of stakeholders. Best Practice exchange: fish-farms Public Service Announcements targeting different stakeholder groups in water sector. Project Documentary: summary of the project achievements and lessons learned. News articles: voicing and raising awareness of water users Project Facebook page: https://www.facebook.com/PUREWaterProject/ Project Newsletters
31
