Mega Water Campaign

Despite the fact that agriculture consumes maximum amount of freshwater there is little awareness on water conservation techniques in Punjab to reverse the trends in over - utilisation of water for agriculture.To address this growing concern Centers for International Projects Trust (CIPT)organised‘Mega Water Campaign’ in Punjab with support from NABARD. The main objective of this campaign was to create awareness among farmers on depleting groundwater level in Punjab and build their knowledge on water conservation practices in agriculture.

Mega Water Campaign was organised strategically at the time of paddy irrigation so that the farmers can be key messages focuses on generating awareness on various technologies and practices along with their potential to minimize water consumption in paddy agriculture. The approach of this campaign was based on“edutainment” approach whichis one of the most effective methodologies for higher acquisition and better retention of knowledge among the learners. The campaign is designed in an interesting mobile format involving different IEC activities for farmers. Under the campaign CIPT’s mobile campaign teams visited more than 280 villages in 10 districts of Punjab reaching out to more than 4000 farmers. These mobile campaign teams used different IEC (Information, Education and Communication) activities with farmers including floor game sessions with farmer groups, audio message dissemination and visual display of the key messages.

Mega Water campaign was able to reach to farmers in Tarn Taran, Amritsar, Jalandhar, Barnala, Sangrur, Patiala, Fatehgarh Sahib, Muktsar, Gurdaspur and Pathankot districts and also captured farmers’ perspectives on the water issue in different parts. As behavior change can be triggered through managing risk perception and access to information Mega Water campaign will result in significant decrease in water consumption in Punjab.