Jordan
Media & Marketing
Activity Dates
2002-2007
Activity Summary
 Media and marketing work hand-in-hand, in a synergetic way, to spread the campaign messages and understandings to the general public. The majority of interactions with the general public are through above-the-line (ATL) promotion, below-the-line (BTL) promotion and print media. Other interventions such as sitcoms, press conferences and other publicity events also contribute to the activities lead within this component. Strong partnerships with the private-public-NGO sectors act as stepping stones towards implementing the overall strategy which focuses on providing cross-cutting, strategic, integrated BCC activities. Media and Marketing ensure that the path paved by the other components is followed by the audience.
 Example of Economically-Sustainable Print Media
The Jordan Health Communication Partnership (JHCP) has a long–standing commitment to leveraging Jordan's robust private media to promote healthy living among Jordanians. By doing so, JHCP has been able to increase the reach and scale of its activities and grow USAID's initial investment in Jordan's health. Jordan has nurtured exciting relationships with pioneering newspapers such as Al Ghad as part of this media development programming and leveraging. A 2005 Jordan Media Households Survey reported that over 81% of the public reads newspapers and that print media serves an important role in communicating health to Jordanians across an array of education levels.
 Over the past three years, JHCP has been working closely with privately-owned Jordanian newspapers to disseminate health messages that are mutually reinforced by various other media channels. These partnerships have served as a great value to the success of the program and are becoming increasingly sustainable over time. In only three years, the private-sector contribution from print media alone has risen from $157,137 in Year 1 to $584,152 in Year 3. The economic sustainability has increased greatly over the past two years, such that newspapers like Al Ghad have enthusiastically agreed to JHCP proposals to provide weekly full-page colored health sections on various health issues at no cost to the project. As newspapers like Al Ghad see this as good business, JHCP provides TA in content development and lets the newspapers incorporate the materials as they see fit. The newspaper distribution medium has even provided JHCP with the opportunity to “ride on” other materials like brochures and flyers to Al Ghad readers across the country. A recent correspondence between Al Ghad's Head of Marketing, Mr. Omar Kafarneh, and JHCP reported that "...the results of the customer satisfaction survey that we have conducted this year to cover areas all over Jordan, we would like to inform you that “Our Health, our Responsibility” [health] page has increased the loyalty and satisfaction of our subscribers...We would like to congratulate you for this fruitful partnership and look forward to increasing our scale of activities and joint ventures in promoting health issues [that] elevate and sustain the health of all Jordanians".
 In an effort to fortify these relations and help newspapers like Al Ghad continue to provide innovative ways of communicating public's health, JHCP consistently invites media professionals and journalists to JHCP functions and encourages them to become advocates for a healthy Jordan. This private-sector relationship has been further strengthened by tangential JHCP initiatives to separately train editors, journalists, and aspiring journalism students who contribute to the print coverage of health topics around the country.
In addition JHCP implemented Jordan’s first ever Ramadan Health Contest with Al Ghad newspaper last year. This activity came at nominal cost to JHCP and generated well over $70,000 in private-sector contributions in the form of prizes, media buy, and advertising. More than 12,000 Jordanians participated in the month-long contest that tested the public on their knowledge of health issues ranging from chronic diseases to family planning. Respondents were asked to review Arabic health-based websites (such as JHCP’s own www.Sehetna.com ) and use their cell phones to text in their answers. In doing so, three separate mass media tools were used and the private-sector partners found themselves participating in activities that yielded high returns on their investment that served the greater social good. It is expected that the 2nd annual Ramadan Health Contest will generate even more media attention this year and not require heavy involvement from JHCP as the event generated such momentum in its inaugural year.
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Note about materials: Some of the materials and resources listed on each page are available in their full form, others are represented by image or citation only. For more information and resources, go to www.jhuccp.org
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