Attachment 1-Fictional USAID_Jordan Project and Campaign Scenario.pdf

Attachment 1

Fictional USAID/Jordan Project and Campaign Scenario

Campaign Overview

The campaign will promote a USAID/Jordan activity that increases the voice, agency, and leadership of women in Jordan to expand their engagement in decision-making within their family, community, and at the national level. Through this one-month, country-wide campaign, USAID/Jordan will engage Jordanians and increase awareness about the importance of women’s contribution to Jordan’s governance, stability, and economic prosperity. The campaign will incorporate television, radio, print media, online social media and outdoor media (billboards) advertisements. The campaign will highlight USAID beneficiaries and will communicate the positive impact of USAID’s work.

Primary audience: Women

Secondary audiences: General public with a focus on areas outside Amman and underrepresented areas of the country.

Audience

USAID/Jordan seeks to increase the voice, agency and leadership of women in Jordan to bolster the country’s stability and expand future economic prosperity.

SUB-MESSAGES

● STABILITY: Ensuring women are able to contribute to Jordan’s economy and governance is essential for the country’s continued economic and political stability.

● PROSPERITY: Removing barriers to women participating in the workforce and business will unleash significant economic growth potential for future prosperity.

● EQUAL RIGHTS: Jordanian women and girls have the right to fulfill their potential, make decisions about their lives, and contribute fully to their communities and society.

● A STRONGER JORDAN: When women and girls have equal rights and access to resources and services, societies thrive.

KEY TERMS

Gender Equality Equal Rights Women’s Empowerment Positive Gender Norms Removing Barriers for Women

BACKGROUND

To overcome a range of economic and social challenges facing the country, the government of Jordan needs to stimulate inclusive, job-creating economic growth, boost productivity, and improve household welfare. This requires creating the conditions for greater competitiveness and increased private sector investment.

Both national and international evidence suggest that focusing on gender equality is not only the right thing to do, but also the smart thing to do. Jordan has some of the lowest indicators in the world for labor force participation, productivity, and gender equality due to chronically low female labor force participation rates. This represents a high cost to the economy and a missed opportunity that negatively impacts Jordan’s gross domestic product and results in a loss of return on public spending on education.

Simultaneously, the lack of trust and collaboration between government and civil society hinders progress on women’s rights and gender equality. Limited commitment and weak governance also hinder women’s ability to assume leadership positions in government. Institutional weaknesses and the eroding relevance of some civil society organizations results in weak advocacy for gender equality.

The COVID-19 pandemic has increased the household burdens carried by women. The risk of gender-based violence is significant and likely to worsen and measures are needed to lessen the impact of the crisis on women. At the same time, the COVID-19 crisis poses some opportunities, such as the adoption of flexible work models, that can encourage greater gender equality.

AREAS OF FOCUS

USAID/Jordan recognizes that when women and girls have equal rights and access to resources and services, societies thrive. The USAID/Jordan Promoting the Voice and Leadership of Women Activity:

- Strengthens legislative frameworks to remove barriers to women’s participation and leadership and enhances the capacity of civil society and other stakeholders to advocate for gender equality

- Increases the adoption of inclusive social norms

- Expands women’s skills and opportunities for participation and leadership

Strengthen Legislative Frameworks and Civil Society

USAID/Jordan seeks holistic reform of laws and regulations that govern women’s rights in all aspects of their lives including within the family, political participation, citizenship, and economic empowerment. Such reform will underpin a strengthened enabling environment that supports women to fully exercise their rights and express their voice without restrictions.

More effective and consistent implementation of laws and regulations is also key to the future of women’s agency in Jordan. The activity identifies opportunities to strengthen the capacity of Government of Jordan (GOJ) operating units at the local and national level – through education, training, and mentoring – to implement the legislative changes necessary to support gender equality. USAID/Jordan also advances the work of local coalitions, civil society, academia, and other institutions to advocate for change related to the rights of women.

Increase Adoption of Inclusive Social Norms

Sustained effort is required to change social norms, including those related to gender. Gender norms are resistant to change because they are pervasive and largely invisible, and are considered ‘normal.’

The activity helps facilitate the evolution of gender norms in Jordan to transform gender relations at the family, community, and national levels, including norms related to economic and political participation and gender-based violence (GBV). The activity will achieve this through an advocacy campaign (at the local and national levels) that provides platforms to voice women’s and girls’ needs and concerns. The advocacy campaign will also invite dialogue with men and boys around issues of equality, including notions of masculinity and the role of men in society. [Note:

This advocacy campaign is not the same as the communications campaign requested for the Creative Content Design but the communications campaign can be informed by and overlap with the advocacy campaign].

Another way to increase adoption of positive social norms related to gender is through the promotion of women as role models and influencers in their communities, as well as the promotion of male champions of change who advocate gender equality. Not all role models are well-known figures and the activity also highlights regular citizens who are effecting positive change in their lives. Examples of women and men working together to advance gender equality are showcased as well.

Expand Women’s Skills and Opportunities for Participation and Leadership

Women in Jordan are underrepresented in the workforce and business and in leadership positions in government, civil society, and the private sector.

In order to “move the needle” on women’s participation and leadership, women need to be mentored and trained to take up leadership positions, and be provided with opportunities for personal development and for building leadership and management skills.

The activity strengthens women’s and girls’ skills for more effective communication within the family unit to help girls and women exercise their rights and make and act upon decisions about their lives and futures.

The activity also provides leadership training and opportunities for personal development, and creates networking platforms that provide a sustainable resource of support for women. Female leaders are nurtured through training, networking, and leadership opportunities developed in collaboration with the Institute of Public Administration and relevant business and sectoral associations. Supporting women on elected bodies, including on student councils, associations and chambers, builds a stronger network of women with the skills and experiences to take on further leadership roles and creates a more favorable environment for women to participate in decision-making at all levels of society.

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