Environmental Essay:
Quenching the Thirst
Tacking a Middle East water crisis takes more than
water saving tips.
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| A young Muslim woman cools off by placing her hands in the Dead Sea. |
This past summer I was offered a scholarship to study Arabic in the Middle East. While there, I looked at the lack of water in Jordan, a problem throughout the region. This experience gave me a firsthand view of the many problems that come with a water crisis.
Sunday mornings I would be woken up abruptly by the call to prayer bellowing through my open window and resonating throughout the building. It was time to start the workweek. I would make my way to the bathroom and remember to use the water sparingly, because I was in the water-deprived Middle East. My military-style shower (water on to rinse, water off, soap & suds, water on to rinse) was a constant reminder of the water situation in Jordan, something that Jordanians face each day.
The Hashemite Kingdom of Jordan is one of the most water-deprived countries in the world. To tackle this water crisis, several non-profit organizations came together in 2000 with local community partnerships to create the Water Efficiency and Public Information for Action campaign. It is spearheaded by the U.S. Agency for International Development.
The approach was a unique blend of cultural values and religious integration within a region fraught with conflict. Tackling a crisis like the one in Jordan involves creating awareness first. When I arrived, Jordanians were either in denial about water shortages or uncertain about a solution to them. Sidewalks were commonly hosed down to clean them and many locals believed water was only sparse in some areas of the country. “There is a lack of awareness on related issues,” said Zaid Hatoky, who worked as a project coordinator on the water management project.
Tourism is a major industry in Jordan, so the campaign targeted it first by encouraging hotel managers to install water efficient equipment and hand out leaflets educating tourists on water saving methods. Placards were also used to remind tourists to reuse towels and linens to cut water use.
After awareness comes community involvement, so it was fitting that the trademark message for the campaign was, “The solution starts with you.”
Community involvement was established in various ways. “We set up children’s plays to show the kids the water cycle. (It helped) to show good and bad behavior,” said Kelley Rowe, project manager for a watershed project.
He said that public service, such as involving children in educational plays about the water cycle and concluding with discussion sessions, would ultimately result in the relay of information to parents and the community.
“The point is to create a generation of students that can make good decisions about water as they grow up,” said Mona Grieser, chief of party for the Water Efficiency and Public Information for Action program.
The campaign took a different approach in technologically advanced urban areas. Students at Jordan University, for example, listen to east-west infused music blaring from mobile phones, so text messaging was used in the campaign.
Cultural norms were also used in developing an extensive media campaign on television and radio. Culturally relevant cartoon characters were also used to discuss issues relating to water efficiency use.
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| A tour guide at Wadi Rum desert takes a water break. |
Empowering females became part of the solution as well. Women and men spend time in separate social spheres, so the idea of training women to sell water efficient devices to women had the added bonus of increased empowerment and awareness. “[This was] the first job in my life,” said Khawla Al Sheikh who was a saleswoman in the women’s water device selling program. “It shaped my personality. I became more confident.”
Local prayer leaders designed materials that connected religious verses from the Quran to water conservation values. The Prophet Muhammad, who forbade excessive use of water even when it is plentiful, was mentioned often. “There is a great receptivity for religious messages in Jordanian society, and we have had considerable success through this method,” said Murad Bino, director of the Inter-Islamic network on Water Resources Development and Management.
By the end of my trip it was clear that the project successfully promoted water efficiency at the national level while simultaneously stimulating local and international efforts. Since the project began, similar projects, like Egypt’s Public Awareness on Water Scarcity, have been introduced to the region. Overall, the project was “a major breakthrough in changing the mindset of the government,” said Setta Tutundjian, the project’s management specialist.
But clearly there’s still more to be done. Water deficiency continues to be an issue that needs close attention, and existing programs need to be revamped to address it, said Tutundjian. He added that future initiatives are underway to reinforce plans delivered in the original campaign. Currently a similar initiative is running from March 2007 until 2011.
As I waited to board the plane, I reflected on Jordan’s past. Jordan prides itself on the great city of Petra, one of the Seven Wonders of the World. Originally it was inhabited by the Nabataeans, ancient Semitic traders. What is particularly striking about Petra is the extravagant water system integrated into the city. Water has always been an important resource, and the Nabataeans reflected that by planning a city and lifestyle centered on water conservation.
As I flew amidst the arid lands, I hoped that Jordanians would take the lessons from their beloved Petra and carry on the tradition and expertise of the Nabateaens. If they don’t, the hope that Jordanians will one day no longer be faced with a water crisis, further burdened by millions of immigrants and refugees flocking to the country, may soon dry up.
Aman Sidhu is a second year master’s student in the health communication program at MSU. This is her first appearance in EJ. Contact Aman at sidhuama@msu.edu.
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