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Set tighter expectations re: data for/measurement of impact (it's more than just reach/views) (RW - summary of Elena's great points)

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Should do a full review of Contractor's scope - did the scope ensure that they conducted message testing as we would like? (probably not) Did they collect the impact data that we need? (probably not). Can we write a tighter SoW to ensure we get more of what we need? Or are there parts of their scope that we think we could do better in-house? (RW)

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Set the exactions of the private and public support.
Elena

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Encourage the partners and stakeholders to promote the campaign and sharing posts

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Encourage the partners and stakeholders to promote the campaign and sharing posts

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Using NGO and associations platforms to disseminate the campaign and collaborate

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Using NGO and associations platforms to disseminate the campaign and collaborate

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Maybe using IREX platform Faces of Takamol if viable

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Maybe using IREX platform Faces of Takamol if viable

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As policy framework/CSB status/accreditation becomes clear, ensure that campaign links to a landing site with more information about how/why to become a teacher (integrate incentives work) (RW)

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In the pre-testing, include more diverse representation within FGDs (as especially the parents one, were all from the capital). Also include persons with disabilities specifically teachers with disabilities

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In the pre-testing, include more diverse representation within FGDs (as especially the parents one, were all from the capital). Also include persons with disabilities specifically teachers with disabilities

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As a lesson learnt from first round due to time limitation. It is advised by ADPRO to send the pre-testing approach and tools before

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As a lesson learnt from first round due to time limitation. It is advised by ADPRO to send the pre-testing approach and tools before

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have less productions and materials in terms of numbers  and focus more using and engaging other stakeholders in disseminate the message

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engage more the subgroup committee and partners in implementation period

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Showing more tough realities in schools and how teachers are making it

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Showing more tough realities in schools and how teachers are making it

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it would be more inclusive to show different faces from different areas in Jordan 

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it would be more inclusive to show different faces from different areas in Jordan 

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increased involvment of MOE in the strategy and product development 

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increased involvment of MOE in the strategy and product development 

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it would be better to be more inclusive in regards of ages including above 60 (such as grandparents who can have vital influence), also the social media targeting should cover all the governorates as it is a national campaign unless there are certain justifications for it

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it would be better to be more inclusive in regards of ages including above 60 (such as grandparents who can have vital influence), also the social media targeting should cover all the governorates as it is a national campaign unless there are certain justifications for it

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Really engage and integrate with our learning so far to tailor and  supplement our approach. We learned X, so we did Y (RW)

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capitalize the success by having plan to small campaign between the two campaigns . from now until July. reuse production, use the content from public etc.

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All ages were not included in the campaign, and the governorate (not all of them in the paid social media reach)

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All ages were not included in the campaign, and the governorate (not all of them in the paid social media reach)

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ensure to have clear roles and responsibility plan for MoE team. this might be part of CB period

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More localization/Differentiation: Engage MoE at directorate-level/tap community networks that coordinate with the MoE for community outreach. Supplement media campaign approaches with more targeted, localized, engagement activities.  (RW)

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make testing on two levels

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Promote the microsite to generate content from the public to be used in the next campaign

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Promote the microsite to generate content from the public to be used in the next campaign

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Different socio-economic realities representation (realities and looks; maybe real schools "showing the diamond in the rough")

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Different socio-economic realities representation (realities and looks; maybe real schools "showing the diamond in the rough")

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Better planning, integration,  and coordination
Do our diligence and not depend on the agency

Elena

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prepare a timetime for products that can be bundled for approval. build in extra time for approvals

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prepare a timetime for products that can be bundled for approval. build in extra time for approvals

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more time for plan
finish plan and production and obtain approvals before launching so we have more focus on tactics to engage partners and more quality reach for different groups

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Although the pre-testing was strong, probably because of time and speedy requirement of delivery, there could have been a room for communicating by ADPRO the pre-testing approach, process, technical tools ahead of time, as it is important to be reviewed before execution of pre-testing data collection (FGDs) to integrate different elements specifically GESI.

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Although the pre-testing was strong, probably because of time and speedy requirement of delivery, there could have been a room for communicating by ADPRO the pre-testing approach, process, technical tools ahead of time, as it is important to be reviewed before execution of pre-testing data collection (FGDs) to integrate different elements specifically GESI.

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Still opportunities for more differentiation and alternative (non-media) approaches based on our growing understanding (from PEA, NPTS etc.) - But plenty of opportunity for these to be built into the next cycle. (RW)

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Great private sector engagement

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teachers video was important

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approval of products could have been better managed at times 

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approval of products could have been better managed at times 

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the pandemic and online learning and the issue of syndicate had affect some public reaction and made them see the campaign in negative way

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we could not ensure representing PWD or all groups and backgrounds in the products

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roles and responsibilities among the team specially MoE team not clear

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approval process specially at MoE
launching while we still develop materials and products caused some delays

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The planning and the implementation of the soft launch

The evolution of the agency RFP was bit challenging at the beginning then we created an excel sheet for better compassion.

The roles and responsibilities were not set from the very beginning.

The delays and the pressure to launch the campaign when we weren’t ready.

Linking the targeting with the NTPS, was considered in at the end of the campaign.

Setting the overall performance indicators for campaign performance compared with the budget should have been discussed from the very beginning and not depend on the agency to set it
Elena

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-several delays in launching date
-time limitation

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The materials approval process was challenging and caused some delays

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The materials approval process was challenging and caused some delays

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have soft launch before have full pan for primary and its messages

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the number of public and private sector companies  who supported the campaign, and the different type of support provided.
MoE involvement in obtaining the support.
Discussions on the options of the type of support
Elena

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the agency team was committed and responsive 

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the agency team was committed and responsive 

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sound gender consideration and PWD considerations and reaching different groups

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high number of reach beyond our expectations

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The reach and public engagement from the start of the campaign was very encouraging

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The reach and public engagement from the start of the campaign was very encouraging

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USAID fast response to obtain approvals on productions and materials

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regular feedback on products by USAID

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the organic reach, and the engagement
the coverage, and the use of various channels

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Teamwork and feedback on the materials development, casting and messages 

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Teamwork and feedback on the materials development, casting and messages 

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support from the team

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messages were clear and tested

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The focus groups feedback was very beneficial in shaping the campaign messages 

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The focus groups feedback was very beneficial in shaping the campaign messages 

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quality of products

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private sector partnership is success

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private sector engagement was really positive 

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private sector engagement was really positive 

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The agency selection was a very good choice

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The agency selection was a very good choice

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- Team meetings, helped in shaping the strategy
- Hiring the agency
- Identifying the MoE team, and their involvement and feedback on the content
- The quality of content produced, and the concept of the campaign
Elena

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RFP process went well. good selection of agengy

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- Coordination with the team, and the integration of the PPS channels
- the delays in launching the  phases
- the team involvement in promoting the campaign
- not implementing the influencers strategy  which could amplify the  reach and the interaction in the target audience
- the 3rd phase is weak and didn't feed the purpose in terms of number of stories.
- the agency for not meeting the target that they have set
Elena

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unexpectable reach

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Challenges in producing Nat Campaign report - consultant management challenges, quality of work challenges; remedial action taken by team.  (RW)

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Either specify a budget if possible or link with PwD associations or Higher counselor for more inclusive measures for people with disabilities

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Either specify a budget if possible or link with PwD associations or Higher counselor for more inclusive measures for people with disabilities