In January 2024, the Irrigation Department undertook an extensive electronic, print, and digital media campaign to shed light on the ongoing desilting efforts being carried out across various water bodies.
The primary objective of this campaign was to raise public awareness about the vital importance of desilting in ensuring the smooth flow of water and preventing blockages in the canals and rivers.
Desilting helps in maintaining the proper functioning of irrigation systems, ensuring that water is effectively distributed to agricultural fields and preventing potential flooding. This initiative is crucial for both water management and agricultural productivity, which are of great concern to both the government and the general population.
The media campaign played a significant role in informing the public and farmers about the ongoing work being done by the department and its long-term benefits for the region’s water resources.
In addition to the desilting efforts, the Irrigation Department launched a separate campaign on digital media aimed at raising awareness about the ongoing battle against water theft. Water theft is a significant issue in many parts of the country, affecting both water supply and irrigation systems.
By using digital platforms, the department was able to reach a broader audience, raising awareness about the detrimental impacts of water theft and urging the public to cooperate with authorities in reporting such activities. This campaign highlighted the importance of safeguarding the nation’s water resources and ensuring equitable distribution, which is vital for sustainable agriculture and water management.
During the flood season, the Minister of Irrigation conducted inspection visits to key flood control infrastructure, including important barrages such as Marala and Khanki, as well as flood embankments in regions like Rahim Yar Khan, Rajanpur, and DG Khan. These visits were extensively covered in print, electronic, and digital media to inform the public about the government’s flood preparedness measures.
The inspections allowed the Minister to assess the readiness of the flood control systems and to oversee any necessary improvements or repairs. The media coverage of these visits served to reassure the public that the government is actively monitoring the situation and taking proactive steps to protect vulnerable areas from flood damage.
Through these efforts, the Irrigation Department and the Minister of Irrigation have worked together to raise public awareness about crucial issues related to water management, desilting, and flood control. These media campaigns, combined with on-ground inspections, have helped build public trust and highlighted the government’s commitment to addressing water-related challenges.
Copyright Business Recorder, 2025
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