Use Persuasive Messaging to Change People’s ‘Attitude’ towards

Water

India is facing one of the major and most serious issues of water crisis
these days. After two consecutive years of weak monsoons, almost 330
million people which is nearly a quarter of country’s population,
are affected by severe drought conditions. As per Composite Water
Management Index (CWMI) report released by the Niti Aayog, 21 major
cities including Delhi, Bengaluru, Chennai, Hyderabad and others, are
racing to reach zero groundwater levels by 2020, affecting water access for
almost 100 million people.

People are taking water as an infinite source, means that we do have an

endless supply. But the reality is different; ninety - seven per cent of the
water on the earth is salt water which is not suitable for drinking. Only
three per cent of all the water is fresh water, and only one percent is
available for drinking. The other two percent is locked in ice caps and
glaciers. The requirement is to use that one per cent of water sensibly.

If people will be using water wisely today, only then it will be available in
ample amount for our future generations. At this sensitive situation, public
must be made aware on water conservation methods. Effective strategic
communication is required to make people understand that even if
somebody is not living in a drought-stricken region, still they can contribute
in water conservation campaigns.

No doubt, the awareness over water issues has increased over time, but is
the awareness enough to move individuals into action?

Perhaps ‘No’; issues related to water conservation must be perceived to be

the most serious than other environmental problems. A suitable
communication plan involving everyone i.e. households, children, farmers
etc., is required, using every medium including print, online and digital, so
that the required information will reach to maximum number of people.
When information circulates, it not only improves awareness, but also
encourages people for finding solutions. In this communication, media has
an important role in taking the voices of governing bodies working towards
water conservation to the general public. Therefore, effective
communication is imperative here to achieve results in this regard.

Keywords used: strategic communication, communication, effective

communication, communication plan