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EDAMA — National TVET reform programme, Jordan
TVET Reform Communications & Visibility
Communications strategy and visibility support for a national TVET reform platform, connecting donor expectations, government priorities, private-sector engagement and public-facing clarity.
Delivered for EDAMA under the WE SKILL / MOVE-HET II programme, a GIZ/BMZ-funded initiative.
Context & challenge
The challenge
Jordan's national reform of technical and vocational education and training (TVET) needed a communications platform capable of carrying a complex, multi-stakeholder agenda, reaching government, the private sector and donor audiences with one credible, consistent voice, in both Arabic and English. Reform communications of this kind are demanding: the message must stay coherent across audiences with very different priorities, hold donor-grade reporting and compliance standards, and sustain visibility over time rather than in a single burst.
BIM's role
How we approached it
BIM treated the platform as a long-term national asset rather than a campaign. Consistent bilingual messaging, structured stakeholder engagement and donor-aligned reporting kept the reform visible and credible across a complex institutional landscape, positioning a national platform that multiple institutions have a stake in.
Delivery
What we delivered
BIM delivered the communications strategy and visibility programme: bilingual content development, digital visibility, stakeholder engagement, and brand positioning across government, private-sector and donor audiences, with marketing and communications advisory provided on an ongoing basis.
Results & outcomes
Results & outcomes
The work sustained national platform visibility across government, private-sector and donor audiences, supported multi-donor reporting, and continues through ongoing communications advisory: a durable communications foundation for a national reform agenda.
Why it matters
Why it matters
This case shows BIM operating at the institutional and policy level, sustaining credible, bilingual, donor-aligned communications across a multi-stakeholder national reform, not just a single campaign.
Deliverables
- Communications strategy
- Bilingual content development
- Digital visibility support
- Stakeholder engagement communications
- Brand positioning
- Reporting and donor-visibility support
Capabilities used
Region
Jordan
Market
TVET / workforce development / donor-government communications
Project type
Institutional communications and visibility support
Gallery
Selected campaign visuals
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