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How to inform, persuade, and engage customers in achieving the goal of 24/7 safe drinking water from a tap on-premise for the urban population of Odisha state, India.

TitleDrink from Tap Mission : communication strategy
Publication TypeManual
Year of Publication2020
AuthorsIRC, UNICEF India
Pagination26 p. : 3 charts, 2 fig., 1 tab.
Date Published10/2020
Publisher Department of Housing & Urban Development, State Government of Odisha
Place PublishedBhubaneswar, India
Publication LanguageEnglish

The Drink from Tap Mission is an initiative of the Government of Odisha to reach everyone with 24/7 safe drinking water from a tap on-premise in urban localities. The government-owned Water Corporation of Odisha (WATCO) is implementing the programme with technical support from UNICEF and IRC. The communication strategy document begins with an overview of central government supported water schemes and an analysis of the water supply situation in the cities of Bhubaneshwar and Puri. This is followed by an introduction to the Drink from Tap Mission. The aim of the communication strategy is to "inform, persuade, and engage customers" on the following topics: (i) water quality; (ii) quality of material and maintenance; (iii) safe water, contamination through tanks; (iv) metering and tariffs; and (v) the customer contacts and complaints mechanism. This will be supported by a notification system for payment reminder, boiling water, planned work and high water use. For each of the topics key messages, the target audience and communication channels are defined. Jal Sathis, members of women-led Self Help Groups (SHGs), play a central role in leading communication to customers. Monitoring will take place during monthly and quarterly meetings, supported by six monthly customer satisfaction surveys. Annexes include a list of key communication interventions and a detailed communication planning.

Citation Key87253



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