Client: Oxfam International

Industry: Non-profit 

Market: Jordan

Solution: Develop, execute, and manage social media awareness and advertising campaign  

Oxfam has been present in Jordan since the 1990s and has been working on a multitude of projects to advance economic and gender justice as well as environmental protection. Oxfam’s latest project, Beitak Baytak, is an initiative to raise awareness on Solid Waste Management in effort to clean, preserve and protect our environment in the same way we do for our homes.

The initiative encourages people to become more environmentally conscious and to treat their environment with care and caution by following the concepts of RRR (Reduce, Reuse, Recycle).  

To get the word out there about this initiative, Oxfam chose Reforge Digital to create and manage awareness campaigns that would reach as many Jordanians as possible.

Step 1: Campaign Objectives 

The first step was establishing a clear objective for the campaign. The Reforge team dug deeper into Beitak Baytak and framed the below three goals:

“Collaborating with Reforge Digital on Beitak Baytak brought a lot of added value to the awareness campaign. Not only did they bring to the table the creativity and social media expertise to help maximize reach and awareness, but also they were thoroughly and strategically involved in amplifying the most relevant messages and content that resonates with our audience and generates positive engagements.” – Raya Taher, Campaigns and Influencing Project Manager, Oxfam in Jordan.

Step 2: Campaign Themes 

To further develop the narrative of the launch, our team explored three pillars that together address all messages that the campaign aims to send. We then started exploring specific types of content, posts, and visuals that would support these three themes. 

Step 3: Campaign visual Identity 

We developed branding assets specifically for this campaign to tell the story in an engaging, and digestible way. 

Step 4: Content production 

In order to maximize reach and engagement for the  Beitak Baytak initiative, our content and visual team got to work and created a bundle of posts, stories, infographics, and videos that suit multiple channels and can support the diverse consumption preferences of our audience. 

Our advertising team created and managed social media content and advertisements via Facebook (English and Arabic), Instagram, and Youtube.

Take a look at a few examples:

The Results 

At the conclusion of the awareness campaign by Reforge, we have secured the following metrics for Oxfam’s Beitak Baytak initiative:

  • Impressions secured: 6,673,326
  • Engagements and video views: 1,457,711 
  • Followers grew by: +13,354

The campaign has successfully reached a wide targeted audience across Jordan. It has also engaged them in various conversations around misconceptions, habits, and solutions for waste management and generated positive sentiments towards the themes of recycling, littering, and environmental protection.