Drinking Water Advocacy and Communication Strategy Framework 2013-2022

About Dataset

The Drinking Water Advocacy and Communication Strategy Framework (2013–2022) is a strategic guidance document prepared by the Ministry of Drinking Water and Sanitation (MoDWS), Government of India, with technical support from UNICEF, to strengthen advocacy, communication, and behaviour change interventions under the National Rural Drinking Water Programme (NRDWP). The framework complements infrastructure development by promoting behavioural, institutional, and community-led actions necessary for ensuring safe, adequate, equitable, and sustainable drinking water services across rural India. The framework was developed in response to continuing challenges such as poor water quality, contamination, seasonal scarcity, inadequate household piped water connections, weak community ownership, and limited awareness of safe water handling practices despite significant progress in expanding rural drinking water infrastructure. It recognizes that sustainable drinking water security depends not only on engineering solutions but also on informed communities, responsive institutions, and effective communication strategies. The document adopts a Social and Behaviour Change Communication (SBCC) approach based on the Socio-Ecological Model, recognizing that behaviour is influenced by individuals, families, communities, institutions, and public policies. It identifies two priority national behaviours: promoting safe storage and handling of drinking water at the household level and encouraging the establishment of representative and functional Village Water and Sanitation Committees (VWSCs) to manage rural water supply systems. States are also encouraged to address local priorities such as household water treatment, water conservation, and regular monitoring of drinking water sources. The framework outlines a three-phase implementation strategy consisting of raising awareness, advocacy, and social and behaviour change communication. It recommends the use of advocacy, interpersonal communication, community mobilisation, mass media, folk media, digital platforms, and social media to improve awareness, influence policy decisions, strengthen institutional commitment, and encourage community participation. It also provides detailed guidance on stakeholder engagement, communication planning, district communication plans, implementation frameworks, monitoring indicators, and evaluation mechanisms to support effective programme implementation. Designed for policymakers, State Governments, district administrations, Panchayati Raj Institutions, Public Health Engineering Departments, Village Water and Sanitation Committees, frontline workers, NGOs, development partners, and community organisations, the framework serves as a practical roadmap for integrating communication with rural drinking water governance. It ultimately supports the NRDWP vision of ensuring safe, reliable, and sustainable drinking water services while improving public health, strengthening local ownership, promoting water conservation, and enhancing community responsibility for long-term operation and maintenance of rural water supply systems.