National Recycling Behaviour Change Campaign

National behaviour-change campaign supporting recycling awareness and public engagement across Jordan through donor-aware communications, partner coordination and multi-channel delivery.

Delivered under the USAID-funded Recycling in Jordan Activity (Chemonics International).

5.6Mhashtag reach

2.4M+partner reach

4,620QR scans

227,000JOD in-kind media

Context & challenge

The challenge

Delivered with Chemonics on a USAID-funded programme, this was a national effort to shift everyday recycling behaviour across Jordan. Behaviour change at national scale is one of the hardest communications problems there is: it demands reach, repetition, credibility and a clear call to act, sustained across many channels and audiences. The campaign had to reach a broad national audience, hold a single coherent message across very different channels, coordinate a large partner ecosystem, and connect messaging to tangible action, all under donor-grade compliance and reporting, in both Arabic and English.

BIM's role

How we approached it

Rather than treating each channel separately, BIM linked broadcast reach, outdoor visibility, social engagement and on-ground distribution into one message system, with QR codes bridging offline exposure to online action, and partner channels multiplying reach well beyond paid media alone.

Delivery

What we delivered

BIM led strategy, creative direction and multi-channel rollout under the national behaviour-change campaign (#لاترموها_دوروها). Delivery spanned TV, radio, out-of-home and digital-out-of-home, and social media; the coordination of 21 partners; QR-linked resources connecting audiences to practical recycling guidance; and door-to-door IEC (information, education and communication) distribution. BIM also held the institutional media relationship with Greater Amman Municipality that delivered 227,000 JOD in complimentary placements.

Results & outcomes

Reach came from every direction at once: 5.6M via the campaign hashtag, 2.4M+ through 21 coordinated partner channels, and 227,000 JOD of in-kind media through the Greater Amman Municipality relationship, with 4,620 QR scans and 15,000 IEC distributions converting street-level exposure into practical guidance.

Why it matters

This case shows BIM delivering national-scale behaviour change to donor standard, coordinating a large partner ecosystem and connecting broadcast, outdoor, digital and on-ground channels into one accountable campaign.

Deliverables