The Jordan Health Communication Partnership (JHCP) is a 7-year, USAID funded comprehensivenational strategic communication program that envisions a health competent Jordan. Over aperiod of 3 months during the year 2010, JHCP had undertaken a mass media campaign underthe slogan Hayati Ahla. Two main religious messages were delivered through various types ofmedia channels such as TVC, newspapers ads, radio spots and outdoor billboards; the firstrelated to spacing pregnancies by at least three years, and the second promoted gender equityand non-discrimination between daughters and sons.In order to measure the effectiveness and reach of such a campaign and to assess thecomprehension of messages communicated, it is important to evaluate the campaign ondifferent parameters.
