1. USAID Middle East and North Africa Regional
Communications Effort and Media Campaign
Summary Report
October 2016
INTRODUCTION
In December 2015, USAID’s Bureau for the Middle East and Bureau for Legislative and Public
Affairs initiated a new communications effort to focus on a more integrated message framework
and a stronger unified voice when talking about the U.S. Government’s investments in the
region.
This is the Agency’s first regional effort and a new approach to communications in USAID, one
that strengthens the link between the Agency and the field and between missions working in the
same region; building creative content to engage host country audiences.
This communication effort began in December 2015 with the participation of the Egypt, Jordan,
Lebanon, Morocco, and West Bank and Gaza Missions. It concluded with a two months [mid-
July to mid-September 2016 – Eid El Fitr to Eid El Adha] social media campaign “Our Hands Tell A
Story” that targeted host country audiences of these five Missions. This campaign focused on
visual content and first-person storytelling to show the impact of projects on everyday lives of
individuals and highlighting their successes.
Background
Per the Foreign Assistance Act of 1961, USAID is required to inform foreign and domestic
audiences of assistance provided by the U.S. taxpayer. As the Middle East continues to draw
focus and pose challenges given the current chaos and instability, and as a follow-up to the
Middle East 2020 white paper which recommends more effective outreach efforts to raise
awareness of the U.S. Government’s investment in the region, this communications effort
focused on a unified messaging framework for the Middle East and North Africa region and on
launching a social media campaign targeting host country audiences. This focused effort served
as a pilot to explore expanding or using this approach for other campaigns.
Primary objectives of this effort:
• Amplify and enhance USAID outreach and strategic communications by highlighting
USAID assistance programs and efforts in the Middle East and North Africa.
• Raise public awareness of the impact of specific development and humanitarian
activities.
• Combine messaging to create a consistent and unified voice, resulting in greater impact
than individual country campaigns.

2. This is done through:
• Cohesive messaging, design elements, and style guide that can be used by Middle East
and North Africa Missions.
• Library of content to include first-person storytelling showing the impact of projects on
everyday lives of individuals.
• Social media campaign for host country audiences focusing on shared values.
Timeline
In coordination with Middle East and North Africa Missions, this communications effort included
five steps:
• Baseline Research/Audience Identification [January 2016]
• DOC workshop/Message Framework [February 2016]
• Creative and Content Collection [March – July 2016]
• Pre-Campaign Launch Research Check [June 2016]
• Social Media Campaign [July – September 2016]
Step One: Baseline Research/Audience Identification [January 2016]
To better understand how to approach the development of a campaign, the Bureau of
Legislative and Public Affairs conducted a literature review that compiled existing research from
Missions, U.S. Government sources, and U.S. based think tanks. The research covered the
period between 2013-2015 on attitudes and perceptions towards USAID or U.S. humanitarian
aid as well as foreign development assistance. Audiences determined for this campaign were:
Egypt, Jordan, Lebanon, Morocco, and West Bank and Gaza focusing on men and women aged
15-34 in urban areas with middle school or higher education and that must use social media
(Facebook priority).
Step Two: DOC workshop/Message Framework [February 2016]
In February 2016, Missions and Bureaus held a Middle East communications workshop in
Frankfurt to identify common themes and priority messaging; present research of best media
platforms in each country; share data and facts on USAID programing in each country; and
identify stories to highlight. Missions that participated in this workshop included: Egypt,
Lebanon, Morocco, and West Bank and Gaza. The Bureau of Legislative and Public Affairs had
discussion with the Jordan Mission via phone calls, as the Mission was not able to send a
representative to the workshop.
The following values were identified by USAID communicators, in the Middle East and North
Africa as important foundations of the campaign:
• Opportunity – the ability for people to reach success through their individual skills,
unique talents, and environment.
• Tradition – responsibility to preserve and protect values, hospitality, and culture.
• Self-expression – ability to have a distinct voice.

3. Toplines [Key Regional Messages]
Based on discussion during the workshop, the group identified the following topline messages
for the integrated communications effort.
What:
The American people, through USAID, have been partnering with the people of the Middle East
to move education, health, prosperity, and peace forward, to be able to take steps to better
their lives, and to share their distinct and vibrant voices with each other and the world.
How:
1. Inclusive growth: Training young men and women on marketable skills in areas such as
technology, business, healthcare, and education.
2. Accountable, responsive governments, and peaceful societies: Fostering an
environment where these skills can be utilized by supporting accountable and
responsive governments, promoting economic development, and expanding education
to include everyone.
3. Peacebuilding activities: Bringing people together to address issues of common
concern, promote peaceful coexistence, and plan for a strong mutually beneficial
future.
Why:
Today’s young people are the leaders and peacemakers of tomorrow. Their ability to reach
goals and fulfill dreams directly impacts everyone who shares this planet.
Step Three: Creative and Content Collection [March – July 2016]
Following a solicitation for proposals and technical panel review for a PR firm to implement a
social media campaign, USAID selected Weber Shandwick to launch a public awareness
campaign in the Middle East and North Africa focusing on social media to run from July to
September 2016.
Looking at existing content and identifying gaps, the next phase focused on collecting content,
producing new content, including videos and photos [specifically for Lebanon and Morocco],
drafting new stories, translating content to local language, and designing a campaign creative,
campaign look and feel, tagline, and hashtag.
Step Four: Pre-Campaign Launch Research Check [June 2016]
Weber Shandwick conducted an online survey from June 6-17, 2016 to test three creative
concepts across the targeted Middle East and North Africa countries to determine the
receptivity and impact of potential USAID content prior to the launch of the social media
campaign.

4. Key Findings of Survey:
• Respondents considered all three creative concepts positive [All Hands; Today’s Al
hakawati; and What’s Your Story]. All were viewed as inspirational and gave a positive
feeling about USAID and the American people. When asked to choose a favorite among
the three, “All Hands” outperformed others, in part because the story is possible,
highlights individual as well as community benefits, and is not controversial.
• Receptivity to USAID communications, in the form of mock-up Facebook posts, was very
positive. About 6 in 10 said the concepts made them feel more positive about USAID
and the American people. Equally large proportions said the information in the
concepts, gets their attention; tells them something they didn’t know; says something
important; is believable; makes them want to like, comment or share the story; and
makes them want to find out more.
• Exposure to the concepts had a positive impact on key performance indicators from
before to after exposure. Those agreeing that the American people share many of the
same dreams, ideals, and values with the people of their country increased from 37% to
52% - 15 percentage points. Those agreeing that the American people, through
organizations like USAID, are investing in the people of their country increased from
32% to 52% - 20 percentage points.
Step Five: Social Media Campaign [July – September 2016]
This step focused on developing a cohesive and sophisticated look and feel for the social media
campaign that is also in line with USAID branding standards. All content was packaged with
these design elements including sharable infographics, posters, pictograms, campaign website,
and a campaign video.
The campaign, “Our Hands Tell a Story” was launched on July 6, 2016 and run until September
21, 2016 [Eid El Fitr until Eid El Adha].
The campaign focused on story-telling videos and other visual content that highlights the impact
of USAID projects on individuals focusing on their successes and accomplishments. It builds on
the handshake of the USAID logo as a symbol of partnership.
Social media toolkits were prepared and shared with the Middle East and North Africa
communicators every two weeks and included five Facebook posts and 10 tweets per week.
During this timeframe, the five Missions [Egypt, Jordan, Lebanon, Morocco, and West Bank and
Gaza]; USAID Washington, and the Middle East Bureau, all posted and tweeted same content
each week increasing outreach and impact. The campaign used the hashtag #WhatsYourStory?
on social media to encourage audiences to share their own stories aiming at increasing
engagement through comments and shares.
While this regional campaign shared common messaging and themes, it was also customized in
each market to showcase a variety of voices. The campaign focused on personal stories,
highlighting the work of local communities and partners, and leveraged growing social media
platforms.

5. Deliverables
• A unified regional messaging framework.
• A campaign video.
• A new website housing all Middle East and North Africa content:
https://www.usaid.gov/ourhands.
• A library of content for the Middle East and North Africa region that includes 20 videos
which focus on first-person story-telling [with Arabic translations].
• An Exposure platform that includes 10 photo narratives [including Arabic translated
versions].
• Three regional infographics.
• Pictograms designed for each Middle East and North Africa story.
• Hundreds of professional photos from across the region.
• A style guide developed with the campaign look and feel and assets that Missions can
use for any additional material they would like to produce with this theme.
• Social media toolkits shared with MENA communicators every two weeks for two
months including five Facebook posts and ten tweets per week.
• Posters that were used for a photo exhibition held in Washington during two weeks in
July 2016.
• Videos were screened at different high-level events including the White House Summit
on Global Development, the United Nations General Assembly events, the Global
Entrepreneurship Summit, and other events.
Social Media Campaign Results
Weber Shandwick measured impact of the social media campaign performance.
Overall Metrics: [from July 6 to September 21, 2016]
The success of this two months campaign was measured primarily in social media engagement.
During the timeframe of this campaign, content reached millions of young people across the
Middle East and North Africa. The most successful platform was Facebook that reached the
most people and achieved the highest engagement.
• Reach: The campaign reached 15.8 million people on Facebook.
• Audience growth: There were 85,000 total new followers for USAID’s five Facebook
mission pages [compared to 5,663 from April 25 to July 6, 2016].
• Interaction: 3.3 million people interacted with Facebook content [compared to 90,625
interactions on mission Facebook pages from April 25 to July 6].
• Engagement: 2.92% average engagement rate on Facebook.
• The number of times posts were viewed is 141 million.
• 7,583 comments were received on Facebook [including praise and motivational
messages directed at the people featured in the stories].
• The number of video views: 4.4 million views on Facebook.
• The number of video views: 130,000 views on YouTube.
• Most popular videos: “Hoda's Forest” [1.4 million views]; “Sons of Luxor” [1.2 million
views]; “Campaign video” [1.1 million views].

6. • The number of website views were 4,118 [U.S., West Bank and Gaza, and Jordan were
the most popular countries of origin].
• The number of story views on the Exposure account, were 4,564 with “Sewing Success”
as the most popular story.
Country Snapshots
Egypt
• 7 million people reached on Facebook [71% of potential audience].
• 1.1 million people interacted with content.
• 16,742 new followers on Facebook page [15% increase from 108,029 in July 6, 2016]
• 2.74% engagement rate.
• 1,501 total comments [most comments shared ideas on ways to strengthen
communities, as well as words of encouragement for the people featured in the stories].
• The “Campaign video” and “Sons of Luxor” were the most popular posts.
• The Mission launched the campaign at their Iftar with partners and shared with all staff
and U.S. Embassy Cairo.
Jordan
• 1.7 million people reached on Facebook [28% of potential audience].
• 421,888 people interacted with content.
• 8,813 new followers on Facebook page [4% increase from 211,440 in July 6, 2016].
• 3.04% engagement rate.
• 1,031 total comments [most comments shared encouragement for USAID and the
people featured in the stories, as well as ideas on how USAID and people in the Middle
East could make things better].
• The “Campaign video” and “Hoda’s Forest” were the most popular posts.
• The Mission shared campaign content with implementing partners and U.S. Embassy
Amman.
• Mission shared the social media toolkits with implementing partners. Jordan-specific
content drew the most engagement. Content from West Bank-Gaza also earned high
levels of engagement.
• The Mission is launching a countrywide paid media campaign starting October 30, 2016
building on the Middle East and North Africa regional campaign theme "Our Hands Tell a
Story" with Jordan-specific content. The campaign is aimed to incorporate television,
radio, print media, social media, and outdoor media (billboards) advertisements.
Lebanon
• 1.1 million people reached on Facebook [23% of potential audience].
• 309,248 people interacted with content.
• 3,535 new followers on Facebook page [145% increase from 2,438 in July 6, 2016].
• 3.29% engagement rate.
• 391 total comments [most comments were a combination of both praise and
encouragement toward USAID and the people featured in the stories].

7. • The “Campaign video” and “Hoda’s Forest” were the most popular posts.
• The Lebanon Reforestation Initiative highlighted the campaign, specifically “Hoda’s
Forest” video on its Facebook and Twitter platforms.
• The Mission shared the campaign content with partners and “Hoda’s Forest” was
screened during the launch of “The Cooperative of Native Tree Producers of Lebanon”
event on July 27, 2016. This event was attended by the Lebanon Minister of Agriculture
in addition to representatives from the Ministry of Agriculture, Lebanese University,
academic institutions, local community members, and was covered by more than 15
media outlets.
• Hoda, featured in the “Hoda’s Forest” video, was interviewed at the morning show on
Future TV Lebanon. The interviewer opened the show by noting the start of the
regional media campaign, repeating its tagline. The project manager from the Lebanon
Reforestation Initiative noted that they receive funding from USAID. Later in the
interview, she specifically talks about the regional media campaign, noting its focus is
not just Lebanon but other Arab countries and underscoring the positive role USAID
plays in its programming.
• The “Hoda’s Forest” video received extensive media coverage from the following local
outlets: Future TV, National TV station, and Orange TV. In addition, Al Hurra TV, an
international station, produced a short documentary on Hoda’s story.
Morocco
• 5 million people reached on Facebook [42% of potential audience].
• 1.1 million people interacted with content.
• 48,000 new followers on Facebook page [225% increase from 21,682 in July 6, 2016].
• 3.31% engagement rate.
• 3,172 total comments [both positive and negative comments (mostly aimed at women);
positive comments focused on USAID’s work, extending thanks and appreciation
towards the different initiatives featured].
• The “Campaign video” and “Hoda’s Forest” were the most popular posts.
• The Mission hosted its first Iftar with partners from the region of Tangier, Tetouan, and
Al Hoceima, where the “Girls in the Garage” video was screened.
• The “Girls in the Garage” video received exceptional engagement on social media and
extensive coverage from the following press during the campaign: Ya Bladi, Morocco
World News, Tel Quel, 2M, Al Aoula, La MAP, Lalla Fatima Magazine (Morocco), and El
Mundo (Spain).
• A new project titled Lumières/Ombres (Light/Shadows), is being produced by an
independent journalist for International Women's Day (March 8) highlighting the
inspiring stories of 100 Moroccan women. The book will feature Rajae Lachkar from the
“Girls in the Garage” video to talk about her experience. The project will entail a book, a
photo exhibition at a well renowned art gallery in Rabat, and also a feature on the 2M
television channel.
• Najlae Lachkar who is featured in the “Girls in the Garage” video participated in the
FLOTUS visit in Marrakech, including a conversation with First Lady Michelle Obama.

8. West Bank and Gaza
• 861,000 people reached on Facebook [19% of potential audience].
• 332,800 people interacted with content.
• 7,898 new followers on Facebook page [2% increase from 300,568 in July 6, 2016].
• 2.2% engagement rate.
• 940 total comments [comments focused on encouragement towards the ongoing
initiatives, as well as inquiries about USAID activities].
• The “Campaign video” and “Hoda’s Forest” were the most popular posts.
• The Mission shared campaign content with implementing partners, U.S. Consulate
General Jerusalem, and U.S. Embassy Tel Aviv.
• The “Our Power is Our Pain” video was picked up by Upworthy and currently has more
than 650,000 views there. In addition, the video was selected for inclusion in the 2016
Washington West Film Festival.
• The “Jerusalem PeacePlayers” video was featured on Maria Shriver’s blog who also
posted and tweeted the story receiving extensive engagement.
• The “Amani’s Big Idea” video was featured at the Global Entrepreneurship Summit and
at the White House Global Development Summit.
Key Conclusions
• Integration: Combining messaging and outreach efforts with resources; using a
consistent, simplified, and unified voice, provided a bigger platform with a greater
impact to share stories and messages.
• Content: Audiences related to stories of individuals from their communities engaging
with first-person videos and visual stories they could identify with. Producing the
content in local language [Arabic] helped increase views and engagement.
• Distribution: The campaign focused on targeting host country audiences via social
media that in turn was able to draw the attention of other media platforms including
press outlets, reaching more audiences.
Combining messaging and outreach efforts with resources; using a consistent, simplified, and
unified voice, that taps on synergies across Missions, and focusing on visual content, provided a
bigger platform with a greater impact to share stories and messages.