AGENCY
Wunderman Thompson / JWT / Amman *Lead Agency
Sami Al-Farah, Associate Business Director
Reem Al Zubaidi, Senior Account Manager
Basel Jumaa, Creative Director
Mohammad Alnazer, Senior Art Director
Rula Khadra, Managing Director
Talal Qarrain, CEO
Chafic Haddad, Chief Creative Officer MENA
Rami Mohammad , Studio Manager
Dana Al Kutoubi, Head of Strategic Planning
Raya Abu Jaber, Senior Art Director
OMD (Amman)
SUMMARY
Technical and vocational education and training (TVET) programs are a mainstay of successful economies around the world, in Jordan however, there is a negative perception around it, viewed as plan for dropouts or a plan B for those with low academic achievements. Our objective was to develop a campaign that negates this perception through educating the target about the benefits of TVET and the career opportunities it presents. The campaign resulted in 5% increase in consideration and was able to obtain 49% more registrations in 2019 vs 2018.