WHAT IFDIGITAL
MISSION / 2022–2025 07 MOMENTS

Beyond infrastructure. Building engagement.

Strategic communication supporting a national sanitation programme, connecting water challenges, local realities and collective engagement.

THE MISSION IN ONE SENTENCE

How can strategy, governance, creative work, community engagement and nationwide coordination support the adoption of public infrastructure?

READ THE THINKING ↓
MISSION AT A GLANCE ONEE / PNA · PNAM
ONEE — Office National de l’Électricité et de l’Eau Potable
PNAM — Programme National d’Assainissement Liquide Mutualisé et de Réutilisation des Eaux Usées Traitées
NATURE OF THE ASSIGNMENT

A nationwide advisory, design and coordination assignment.

Supporting understanding and public engagement around sanitation, treated-water reuse and the preservation of drinking-water resources.

THINKING 01 / 07
01CONTEXT

Protecting water resources. Sanitation as a development priority.

In Morocco, sanitation connects public health, environmental protection, water-resource preservation and better living conditions.

Collecting and treating wastewater helps limit polluting discharges. When technical and health requirements are met, reusing treated wastewater can reduce the need for drinking water in certain non-domestic applications.

Led by ONEE with the support of European financial partners, the National Sanitation Programme forms part of this ambition.

Yet building infrastructure is only part of the equation. It also needs to be understood, accepted, used and preserved.
Collective visit and treatment infrastructure
Infrastructure and the communities it serves. ONEE/PNA — droits de réutilisation à confirmer avant publication
02TENSION

When technical ambition meets human realities.

Sanitation projects change places and habits. They raise questions that information campaigns alone cannot fully address.

Construction work can cause disruption and concern. Connecting to a network involves procedures, financial contributions and changes to established practices. Protecting the networks also depends on responsible use.

These challenges are compounded by differing local situations, numerous stakeholders and the need for continued dialogue. Communication must therefore explain, listen and support the changes involved.
UNDERSTAND. ENGAGE. PRESERVE.
03WHAT IF

What if engagement required the same rigour as infrastructure?

How can a nationwide public programme respond to local realities, community expectations and institutional requirements?

Communication cannot be reduced to a visibility exercise. It supports stakeholders and beneficiaries before, during and after projects are delivered.
04STRATEGY

One shared vision. Tailored approaches.

Maintain nationwide coherence without mechanically applying identical messages to different audiences, settings and territories.

WHAT IF DIGITAL helped structure, harmonise and coordinate an approach grounded in understanding audiences, differentiating messages and tailoring interventions. This approach extended ONEE’s existing communication orientations.

Beneficiaries, women, young people, associations, authorities, technical teams and institutional partners called for distinct approaches. A gender-responsive perspective was a cross-cutting requirement of the programme.

Sanitation, drinking-water preservation and the reuse of treated wastewater required different educational approaches, brought together by shared water-related challenges.
ONE SHARED AMBITION. TAILORED MESSAGES. COORDINATED ACTION.
Group of young people taking part in an educational activity
Group of young people taking part in an educational activity ONEE/PNA — droits de réutilisation à confirmer avant publication
Dialogue about water and sanitation issues
Dialogue about water and sanitation issues ONEE/PNA — droits de réutilisation à confirmer avant publication

Awareness activities tailored to different audiences.

Arabic visual addressing risks of inappropriate network use
Explaining responsible behaviour to protect sanitation networks. ONEE/PNA — droits de réutilisation à confirmer avant publication
Educational visual explaining Morocco’s groundwater resources
Making water-resource preservation understandable. ONEE/PNA — droits de réutilisation à confirmer avant publication
05INTERVENTION

Think. Design. Coordinate. Deliver.

The value of the programme lies as much in preparing each intervention as in carrying it out.

A STRATEGY TRANSLATED INTO CONCRETE ACTION.
Educational presentation to pupils using illustrated materials
Educational presentation to pupils using illustrated materials ONEE/PNA — droits de réutilisation à confirmer avant publication
Meeting with participants from different generations
Meeting with participants from different generations ONEE/PNA — droits de réutilisation à confirmer avant publication
Young visitors exploring an installation with adult supervision
Young visitors exploring an installation with adult supervision ONEE/PNA — droits de réutilisation à confirmer avant publication

Learning, dialogue and infrastructure visits: different forms of engagement.

PUBLIC RECORD

A strategy documented in action.

Selected official publications and audiovisual material. Every source links back to its original publication.

PUBLIC RECORD

Visible work. Coordination behind the scenes.

Official publications documenting different aspects of the programme. They are presented as public records, not as outcomes attributable to communication alone.

01 / COORDINATIONONEE/PNA · FACEBOOK

Institutional coordination across multiple partners.

A high-level programme visit bringing together ONEE and European partners. Its preparation and delivery illustrate the role of institutional and operational coordination.

VIEW ORIGINAL PUBLICATION ↗
02 / DISTRIBUTIONONEE/PNA · FACEBOOK

Messages carried into the digital space.

These selected posts link to the programme’s public record. Their original images and wording remain attributed to ONEE/PNA.

ONEE/PNA post visual 01 FACEBOOK Explore the ONEE/PNA post 02 FACEBOOK Explore the ONEE/PNA post ONEE/PNA post visual 03 FACEBOOK Explore the ONEE/PNA post
03 / AUDIOVISUALPUBLIC VIDEO

The programme, seen in motion.

Two complementary audiovisual records, available on their original platforms.

FACEBOOK REEL
The programme in motion WATCH THE ORIGINAL VIDEO ↗

Playback takes place on the original platforms. The European Union video retains its original attribution and source link.

06DELIVERY

A nationwide programme. Documented delivery.

Consolidated technical-assistance reports document the collective mobilisation across institutional, local and digital activities.

320+Internal coordination and communication actions

Collective AT/COM report as of 31 October 2024.

114External communication and awareness actions

AT/COM communication and awareness activities as of 31 October 2024.

66 000+People reached through field activities

Overall AT/COM report as of 31 October 2024; women and girls accounted for 60% according to the report.

50 000+Communication materials produced and distributed

Collective AT/COM report as of 31 October 2024.

1 800+Digital publications

Official programme accounts — report as of 31 October 2024.

These figures describe the scale of activity across the collective AT/COM programme, including its 2024 extension to drinking-water awareness. On their own, they do not demonstrate behavioural change or outcomes attributable exclusively to WHAT IF DIGITAL.
07LEARNING

Communication as part of programme delivery.

This experience shows that a public programme’s value depends not only on the infrastructure delivered but also on the conditions that support its adoption.

Communication helps connect institutional ambitions, territorial realities and community expectations.

By bringing together strategy, governance, creative development and operational coordination, it supports the changes public investment aims to achieve. Communication does not replace the technical or economic determinants of programme success; it helps create favourable conditions for understanding and adoption.
BEYOND WHAT A PROGRAMME BUILDS LIES WHAT IT HELPS PEOPLE UNDERSTAND, ADOPT AND PRESERVE.
A QUESTION TO CLARIFY?

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