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Social Marketing: Towards Empowering Jordanian Local Communities in Water- Energy Demand Management

Tharwa Qotaish, Almoayied Assayed, Hamad Bani Hamad, Rana Ardah.

This paper aims at documenting the experience of the Royal Scientific Society (RSS) of Jordan in conducting a changing behavior- social marketing and advocacy - study that targeted local communities in the Northern Governorates. The study aimed at increasing the water and energy use efficiency at household level by targeting youth, Community Based Organizations (CBOs), and AL-WAETHAT (religious woman guides) for the purpose of formulating efficient advocacy groups to contribute in solving their water- energy problems and change improper water related behaviors and foster good ones. By using social marketing tools, the youth and other targeted groups were able to reach 5635 households and encourage them to adopt water saving devices and energy saving bulbs.