Client: GIZ & The Jordanian Ministry of Labor
Industry: Public Sector | International Development | Labor Policy
Location: Jordan
Project Title: Promoting Better Working Conditions During COVID-19
Strategic Awareness Campaign for GIZ & Ministry of Labor on Better Working Conditions During COVID-19
Overview
Amid the socio-economic challenges presented by the COVID-19 pandemic, the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ), in collaboration with the Jordanian Ministry of Labor, launched a national awareness campaign to address and improve working conditions across Jordan. The campaign aimed to raise awareness about safe, fair, and legally compliant labor practices that protect both employers and employees during crisis situations.
IMPRESSIONS Digital Marketing was appointed as the strategic digital consultant and execution partner, responsible for designing and delivering a social media communication campaign that informed, engaged, and mobilized the public and private sectors alike.
Objectives
The campaign focused on supporting national efforts to:
- Promote better working conditions during the pandemic
- Encourage adherence to evolving governmental by-laws and safety guidelines
- Foster dialogue around the importance of job quality, health, and safety
- Reduce misinformation and increase transparency in employment practices
Scope of Work
Our services encompassed end-to-end strategy, content creation, and digital communication delivery, including:
1. Strategic Communication & Messaging
We developed focused messages that resonated with the campaign’s central theme—ensuring “Better Working Conditions” in the face of COVID-19. These messages addressed public health, labor rights, business continuity, and the importance of empathy during economic uncertainty.
2. Awareness on Job Quality & Turnover Impact
Educational content was created to demonstrate the link between job quality, employee well-being, and business resilience—especially during crises.
3. Highlighting GIZ–MoL Partnership
We positioned the collaboration between GIZ and the Ministry of Labor as a leading model of international-local cooperation, aimed at protecting Jordan’s labor force through evidence-based policy and public outreach.
4. Best Practices & Policy Advocacy
We shared examples of responsible employment and onboarding practices that comply with national labor laws and health protocols. This included spotlighting companies and sectors that adapted successfully to remote work, workplace distancing, and employee support schemes.
5. Visual Storytelling & Campaign Assets
Our creative team developed compelling visual content—including infographics, short animations, and testimonials—that simplified complex labor policies and COVID-19 measures into relatable and actionable content for the public.
6. Digital Engagement & Participation
Interactive tools, such as quizzes and polls, were used to engage users and test their knowledge of workers’ rights, safe practices, and available support services. The campaign aimed to create not just awareness, but active participation and behavior change.
7. Legal Framework Communication
Clear and accessible content explained key governmental by-laws, pandemic-related labor regulations, and the legal rights and protections guaranteed for both employees and employers.
Results
- Increased national awareness of safe and lawful employment practices during COVID-19
- Thousands of digital engagements and content shares across platforms
- Improved public understanding of pandemic labor guidelines and policies
- Strengthened reputation of both GIZ and the Ministry of Labor as key advocates for labor rights
- Promoted a culture of shared responsibility in safeguarding workplace environments
Case Study: Strategic Awareness Campaign for GIZ & Ministry of Labor on Better Working Conditions During COVID-19 - IMPRESSIONS Digital Marketing Agency