Public Action in Water, Energy, and Environment (PAP)
PAP was a public education and behavior change communications program whose ultimate goals were to increase “efficiency and conservation in the use of water and energy, proper solid waste handling practices, and the introduction of policy changes.” PAP was designed to achieve these goals by building the capacity of Jordanian institutions and organizations to use social marketing as a tool to achieve behavior change in the general population.5 PAP’s Technical Proposal describes an approach in which government agencies, educational institutions, equipment and service providers, and Community Based Organizations (CBOs) would work together to effect behavior change among institutional energy users, individual energy consumers, and energy providers.
PAP was designed to be implemented in three phases:
Phase 1: research, data collection, and assessments (nine months, ended July 31, 2010);
Phase 2: design interventions to address issues identified through Phase 1 research (three months, ended October 31, 2010); and
Phase 3: implement the interventions designed in Phase II (four years, ended October 15, 2014).
Using inputs of technical assistance, training, and grants, PAP’s results framework led to outputs of local institutions implementing communications strategies; increased capacity in a variety of areas; bringing environmentalism to educational institutions; built partnerships; and issued grants. The outcome for all of these outputs was Jordanian entities demonstrating the competence and skills to develop, implement, and evaluate social marketing programs addressing water, energy, and solid waste. According to the results framework, behavior changes among households, large consumers, and youth were higher-level outcomes.
- Improve organizational outreach and communication in and among institutions (NGOs, government, utilities, etc.);
- Improve staff competencies and capabilities at these institutions to achieve behavior change;
- Achieve desired priority behavior change within reasonable timeframes;
- Equip the public and non-profit sector with the tools to identify the behavior change that is needed; and
- Improve coordination among different agencies and stakeholders in their outreach effort.
- As a result of PAP messaging, 98 percent of indirect beneficiaries interviewed during the evaluation indicated their behavior changed while a vast majority of direct beneficiaries reported changing their own behavior and communicating conservation messages to others.
- PAP designed an approach targeting women into the program from the beginning. Waethat (female religious leaders) were able to not only gain physical access to women in their homes, but to effectively appeal to their motivation to economize on household also expenditures.
- PAP worked through six grantees to train current and future teachers within public schools and universities to integrate environmental education within their teaching programs and curricula, and expanded the initiative to reach more than 15,000 students.