Image campaign for Jordanian crafts launched

The district crafts association provided several experts in the fields of crafts marketing, social media management and strategic public relations, who closely supported the Jordanian partners in creating the campaign. Together with the organization EFE Jordan (http://efejordan.org/) and a Jordanian PR agency, the campaign was planned, materials developed and staff trained on site. Consultation took the form of both outreach in Jordan and – even more so in the age of Corona – continuous digital exchange from Germany. The project is funded by the German Federal Ministry for Economic Cooperation and Development. KH works locally as a contractor for the German Society for International Cooperation (GIZ).

The campaign is intended to help increase appreciation for the skilled trades in Jordan and get more young people, parents and companies interested in skilled trades. A key objective is also to help combat the high level of youth unemployment in Jordan. Jordan faces the challenge of integrating millions of refugees from Syria, Iraq and the Palestinian territories into the labor market. This is where the skilled trades can be an important partner.

“We are very satisfied with the results that are now available,” says Frank Tischner, General Manager of the Steinfurt-Warendorf District Chamber of Crafts. “The German-Jordanian cooperation really proved its worth in this project, because it allowed us to optimally combine our knowledge of the local conditions in Jordan and KH’s many years of experience with public relations work relating to the skilled trades. Jan-Niclas Gesenhues, head of the “Vocational Training International” department at KH, adds: “In addition to the good materials for the campaign, we were also able to achieve another goal with this project, which is of great value in development cooperation: The Jordanian colleagues were trained concretely on the practical project and thus gained important experience for their further professional path. “

The implementation of the image campaign not only enjoys the highest priority at GIZ in Jordan, but is also expressly supported by the Jordanian Ministry of Labor, as representatives of the district crafts association were able to ascertain several times in direct talks with the ministry. Against the background of the good results, it is planned that the Jordanian craft campaign will be continued in the coming years.