EU in Jordan Strategic Communication 2026-28

Communicating and raising visibility plays a key role in strengthening the EU’s role in Jordan, and demonstrating the EU’s positive contribution to people’s lives.

Despite the long-standing and strong partnership, in 2024, the EU’s perception in Jordan was affected by the consequences of the war in Gaza resulting in a loss of support and consensus in terms of public image.

The EU Delegation in Jordan recognises the need for a strategic and coherent approach to communication and visibility, with the objective of addressing existing gaps in awareness and promoting a strong, unified image of the EU.

Overall objective (Impact): to support the EU Delegation in effectively communicating the EU-Jordan partnership, by promoting a positive, coherent, and unified image of the EU, its values, and its impact in Jordan.

The contract will contribute to a better understanding and enhanced visibility of the EU and its actions among Jordanian society, with particular emphasis on youth. It will also promote the establishment of a culture of dialogue and mutual understanding between the people of the EU and Jordan, strengthening the perception of the EU as a reliable partner committed to supporting Jordan’s path towards democracy, stability, human rights, and sustainable development.

Specific objectives:

• Support the EU Delegation in the refining its Communication Strategy and contribute to achieving its strategic communication objectives.
• Support the EU Delegation in effectively communicating and raising awareness about the EU-Jordan partnership and promoting a positive, coherent, and unified image of the EU, its values, and its impact in Jordan.
• Design and implement communication campaigns that highlight the EU’s political, economic, and social contributions in Jordan, in line with the EU-Jordan Partnership.
• Create human-centric narratives and informative content that effectively showcase the real-life benefits of EU initiatives to Jordanian citizens, particularly Youth and vulnerable groups.
• Ensure coordination and synergy among communication activities across all EU-funded projects in Jordan, promoting a strong and unified EU image.
• Enhance engagement with youth, media, influencers, and non-traditional opinion shapers to amplify EU messages and increase outreach to wider audiences.
• Contribute to addressing issues related to disinformation by raising awareness across the country and promoting accurate and coherent narratives about the EU’s engagement in Jordan.