On January 8, 1997, the former President of Brazil, Fernando Enrique Cardoso signed the National Water Resource Policy into law (Law No. 9.433, 1997). The key principles of the National Water Policy include: an integrated approach with the river basin as the planning unit, water as a fragile and finite resource, water as an economic good, and finally, decentralized and participatory management of the resource (Formiga and Scatasta, forthcoming). The legislation provided for the implementation of bulk water pricing with the resulting revenues meant to finance the activities mandated by basin committees in the watershed area of Rio Paraíba Do Sul (in Rio de Janeiro and São Paulo, and also in the state of Minas Gerais, that basin committee is Comitê para Integraςão da Bacia Hidrográfica do Rio Paraíba Do Sul (CEIVAP) (Abers and Keck, 2004).
To improve the sustainability of many different resources it is a widely accepted concept that charging a fee for something will spur sparing use by the target audience, particularly if the price is high. One-hundred percent of the collected monies have been invested within the basin; mainly designated to the following: non-structural institutional interventions, sediment control projects, and municipal wastewater treatment.
Payments from agriculture and small hydroelectric plants have been mostly symbolic or non-existent and payments from other sectors have not been high enough to maintain a sustainable system. Convincing those that have not been actively participating is central to the success of this initiative: this paper will explain a framework called Social Marketing which is becoming more widely used throughout the globe to inspire behavior change. Social Marketing is a tool that can be used to persuade more users to pay the cobrança.