The Challenge

Jordan has one of the lowest female labour force participation rates in the world, attributed to a variety of factors, including structural barriers, discriminatory practices, and gender norms. In 2019, UN Women and the International Labour Organisation launched a multi-country Joint Programme to promote decent employment opportunities for women in Egypt, Jordan, and Palestine. The programme addresses the regional challenges that women face through a comprehensive approach that works at the macro, meso, and micro levels. To achieve its goals, the programme needed a comprehensive communications plan to address key awareness gaps that hinder women’s economic participation.

The Objectives

What We Did

Social and Behavioural Principles

• To ensure our interventions are tailored, evidence-based, and human-oriented, each stage of the project was conducted in a participatory manner through consultations and validation sessions with partners and stakeholders.

• Combining different approaches such as social impact stories, videos, and events allowed us to maximise opportunities for engagement.

Impact - Outputs

Seven social impact stories rooted in personal and relatable narratives that resonate with the audience and allow them to challenge gender roles and encourage women’s economic participation.

Three videos streamed during advocacy and visibility events highlighting the challenges that women face in the workforce and how they can be overcome with support from the community and the private sector.