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.