PROVIDING COMMUNICATIONS SUPPORT IN IMPLEMENTING A COVID-19 RESPONSE PLAN | 1
Recommended citation: The Local Health System Sustainability Project (LHSS) under the USAID 
Integrated Health Systems IDIQ. December 2021. Providing Communications Support in Implementing 
a COVID-19 Response Plan Deliverable Memo. Rockville, MD: Abt Associates. 
The Local Health System Sustainability (LHSS) Project issued four grants to 
organizations with broad access to the private sector health workforce: the Private 
Hospital Association (two phases of their grant), the Jordanian Nursing and Midwifery 
Council (two phases of their grant), and the Health Care Accreditation Council
(received two separate grants). In FY20 and FY21, LHSS supported the grantees to 
increase health care provider (HCP) enrollment into their training courses and into the 
COVID-19 response database through applying digital advertising strategies using 
social media and search engine optimization techniques. As a first step and first 
deliverable in the grantees’ milestone and deliverable table, the grantees developed 
comprehensive communication plans, ensuring they were reaching the targeted 
audiences for their activities and engaging stakeholders appropriately. In FY21, LHSS 
finalized the grantees’ communication plans and supported their implementation to 
effectively reach HCPs targeted for training activities.
In FY21, grantees, with technical support from LHSS, successfully executed all 
communication activities, including extensive social media and virtual communication 
methods targeting HCPs, interviews, and radio spots. The grantees’ completed and 
approved communication plans developed and executed in FY21 are attached to this 
memo. 
Additionally, LHSS worked with the Ministry of Health on their COVID-19 
communication strategies. Initially, LHSS and the Health Communications and 
LOCAL HEALTH SYSTEM SUSTAINABILITY PROJECT
PROVIDING COMMUNICATIONS 
SUPPORT IN IMPLEMENTING A COVID￾19 RESPONSE PLAN
DELIVERABLE COVID-19 December 2021
3.2.1 MEMO
LOCAL HEALTH SYSTEM SUSTAINABILITY PROJECT
PROVIDING COMMUNICATIONS SUPPORT IN IMPLEMENTING A COVID-19 RESPONSE PLAN | 2
Awareness Directorate (HCAD) had planned to communicate on home care for COVID￾19. However, given the declining official COVID-19 cases in country, and with USAID 
Jordan’s approval, LHSS at HCAD’s request revised the “topic” of the messages to 
refocus on communications related to the reopening of schools. Messages targeted 
school staff, students, and parents on precautionary measures, such as wearing 
masks, social distancing, and practicing proper hand hygiene. 
The broadcast of the campaign for appropriate infection prevention and control (IPC) 
measures in schools began in September 2021, including television ads broadcasting 
in the first week of the month on the Roya and Al Mamlakah television channels. Radio 
ads also began, with high broadcast reach to radio channels like Radio Fann, Rotana, 
and Amen FM. The broadcast plan for both television and radio ads selected prime 
time spots to ensure the uptake of the ads is high among viewers and listeners.
A post-campaign evaluation for the COVID-19 school campaign will be completed in 
FY22 Quarter 1.