Water Ambassadors progrAMME, ACROSS 10 LOCATIONS IN cHENNAI

 Every year, floods and droughts are unwelcome occurrences in Chennai, that are quickly forgotten until they recur again. The City of 1000 Tanks media and community engagement campaign aimed to build public memory of the cities’ water reality while speaking hope into the potentials for a water rich future. The answer was simple – If you reap what you sow, Chennai reaps what it recharges. Every Tuli counts. The campaign set out to build consensus on the ground realities of water in Chennai while building awareness of how each person can play a part.

Led by IRCDUC & Uravugal Social Welfare Trust, the “Next Generation” Campaign focused on an effective communication strategy for reaching out to communities in ten vulnerable settlements across Chennai.  “Water Ambassadors” were identified and promoted to catalyze social change at the community level.

Between March 2021 and December 2022, 53 Water Ambassadors were equipped to identify water-related issues in their surroundings, raise awareness and catalyze social change at the community level through water literacy initiatives. The ambassadors were provided with skill development training programmes, including drawing, folk art, theatre, slogan writing, song and mime workshops. These formats served as vehicles to powerfully express their acute understanding of Chennai’s water realities, while juxtaposing their dreams and solutions for a water resilient, inclusive and sustainable future. Street performances in their settlements, visits to reservoirs and tanks, and engagement with local elected representatives made tangible their ambitions and power to affect change.

The entire process was community-led and consensus driven. A child protection policy was formulated for all individuals formally or informally affiliated with the program, and consent was availed from parents. 

The City of 1000 Tanks on-line and on-ground media campaign were funded by the Goethe Institut/ Max Mueller Bhavan through its Excellency Project and will be officially launched in October 2021. The on-ground “Next Generation” Campaign was led by IRCDUC & Uravugal Social Welfare Trust, an focused on an effective communication strategy for reaching out to the vulnerable communities on ‘Water’ in 10 vulnerable settlements.