4 Farah

Slide1: 

Moving from beyond public private partnership to sustained private sector ownership - Jordan

Ahlan wa sahlan!: 

Ahlan wa sahlan! Population: 5,600,000 (2006) Young Population: 50% of population under 20 year (2006) TFR: 3.2 (2006) Population Growth Rate: 2.3 (2006) Literacy: over 90% Cellular Use: 4.5 million (2006) Internet Penetration: 23% Sources: The CBJ, DOS , MOF and IMF

Economic Overview: 

Economic Overview Private investment Sources: The CBJ , DOS, MOF and IMF 589 Million 2.5 Billion

Media Boom: 

Media Boom Media influx Public inclined to get firsthand information from local dailies, radio and TV Hub of networks and news agencies due to strategic location

Slide5: 

Media Boom – Jordan Newspapers

Slide6: 

Media Boom – Magazines

Slide7: 

Media Boom – Region Radio FM Stations

Slide8: 

Media Boom – Jordan Radio FM Stations

Slide9: 

Jordan FM stations timeline

Total Media Spend DistributionRate Card (2006)Outdoor, Radio & Cinema Data According to Source: 

Total Media Spend Distribution Rate Card (2006) Outdoor, Radio & Cinema Data According to Source

Change of Seats: 

Change of Seats Public sector Rapid growth of population Scarcity of resources Inability to respond effectively to emerging issues Private sector Health is good for business Innovation Resources

Shifting from public to private: 

Shifting from public to private “My government will remain committed to the privatization policy” King Abdullah of Jordan * * Speech from the throne at the inauguration fourth and final session of the 13th parliament

JHCP Vision Statement: 

JHCP Vision Statement To achieve a health competent Jordan in which communication empowers individuals, families, communities, and institutions (especially non-traditional players in health sector) with the knowledge, skills, and resources needed to work together to improve and sustain.

Slide14: 

1996 HPC MOH HPC MOH MOA&IA JOHUD HPC MOH MOA&IA MOENV MOEDU JOHUD JRTV UJ HU Al Ghad Jordan Times Mecca Mall Batelco Ahli Bank Near East Group Public Private Governmental NGO Academic 2007 Snowball Effect

Where’s the catch?: 

Where’s the catch? JHCP encourages the non-traditional health stakeholders in the country among those is private sector, to harness their resources in health communication efforts.

US $ 2,000,000: 

US $ 2,000,000 Private-sector contribution

Strategy Model: 

Strategy Model Scan Scalable Projects Two in One Respect Market Value Ownership

Strategy Model: 

Strategy Model Scan Scalable Projects Two in One Mutual Respect Market Value Ownership Valuable Product

Moving From Client Contractor Relationship to PS Ownership : 

Moving From Client Contractor Relationship to PS Ownership Public Private Relationship Private Sector Ownership Client Contractor Relationship

Indicators of Success: 

Indicators of Success $ 2 million PS contribution – ongoing Explosion of media that focuses on health and wellness in press and television programming Continuous requests of collaboration from the Private Sector Health communication became an integral part of the annual business plans

Case I: Al Ghad Newspaper : 

Case I: Al Ghad Newspaper Campaign Ads Daily Health Tips Weekly Editorial Page Family Health Booklet “An Apple a Day Keeps Doctor Away” initiative Anti-Smoking Wheel Client Contractor Relationship Public & Private Partnership Private Sector Ownership

Quote from Al-Ghad marketing manager: 

Quote from Al-Ghad marketing manager “…Our health, our responsibility page has increased the loyalty and satisfaction of our subscribers, therefore, it has affected positively on the economic sustainability of the paper…” * Mr. Omar Kafarneh - Al-Ghad-head of marketing communications 

Case II: Jordan Television: 

Case II: Jordan Television Campaign Ads TV Situation Comedy Weekly Health Segment Client Contractor Relationship Public & Private Partnership Private Sector Ownership

Quote from JTV director general: 

Quote from JTV director general “..We are proud to announce this (partnership) has benefited the economical viability due to the vast and accelerating number of viewers since the start of your program, translated in the increase of ad spend and commercials during the situation comedy.” * Mr. Faisal Shboul, Director General of JTV

Thank you: 

Thank you WE HAVE COME A LONG WAY…. AND STILL MORE IS TO COME