Work
IWMI
Turning the Tide on Drought Turning the Tide on Drought Turning the Tide on Drought Turning the Tide on Drought Turning the Tide on Drought Turning the Tide on Drought
Turning the Tide on Drought
Client

International Water Management Institute (IWMI)

Services

Media

Writing

Graphic design

EXPERTISE

With only 2% of the world’s renewable water supplies, the Middle East and North Africa (MENA) is one of the driest regions in the world. MENAdrought is an innovative project that is increasing the capacity of Jordan, Lebanon and Morocco to more effectively mitigate, manage and predict the next serious drought.

We developed and placed an opinion editorial to raise the profile of the project and increase uptake of its outputs among target audiences including local partners, policy makers, funders and private sector.

We supported Dr. Youssef Brouziyne, Country Representative, IWMI-Egypt and Regional Representative MENA, to develop the opinion piece and successfully pitched the story to the SciDev.net Middle East and North Africa Bureau. Publishing the article in a regional, scientific, Arabic language news outlet meant we were speaking directly to key audiences.

The opinion editorial placement was part of an outreach campaign we implemented for the project to coincide with the United Nations 2022 World Day to Combat Desertification and Drought. The campaign also included a video, a blog and social media toolkits. An English version of the opinion piece was published on the IWMI website.

Solution
Drought, with a focus on early action to prevent disastrous outcomes.

The Desertification and Drought Day on 17 June is a key thematic moment in the global calendar created to promote public awareness of international efforts to combat desertification. This year’s theme, Drought, with a focus on early action to prevent disastrous outcomes, aligned perfectly to the outcomes of the MENAdrought project. To connect with this highly focused and large-scale conversation, an outreach campaign for MENAdrought ran from June 16 -30, and included:

  • A video trailer promoting the project
  • An opinion editorial in Arabic, targeted at regional audiences
  • A blog published on USAID’s ClimateLinks blog, linking to the new US Climate Strategy
RESULTS
In the two weeks of the campaign, we achieved:
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+2,300
Video views
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1.73 million
Social media reach
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5.02 million
Media reach
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5
Media placements
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78
Social media mentions
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15
Media mentions
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