ISLAMABAD, Aug 24: The Pakistan Council of Research in Water Resources (PCRWR) has worked out to launch an extensive media campaign for water conservation in the country.

The project ‘Mass Awareness for Water Conservation and Development’ will cost Rs154.75 million. The government will bear 45 per cent of the total cost while the United Nations Development Programme (UNDP) will contribute 55 per cent in the form of a grant, said a press release on Thursday.

The project will be completed within three years. The main objective of the project is to promote water conservation and management techniques and measures targeting end users at grassroots level through a mass awareness campaign. The central development working party has recently approved the project.

Chairman PCRWR Dr Mohammad Akram Kahlown said that through the project “we would improve water management through knowledge based awareness campaign and technology demonstration.” He said that having observed the water resources situation in the country, there was a pressing need to stop wastage and propagate conservation methods to increase water availability to overcome water shortage.

The project would target farmers, industrial and domestic users on how to reduce wastage and conserve the precious resource.

Under the project, number of activities will be undertaken in a well-coordinated and organized manner at national level.