Ajyaluna Campaign
The Ajyaluna Campaign - literally translated as Our
Generation – was the first national awareness campaign
launched by the Foundation and was implemented throughout
2004-2005. Ajyaluna tackled child safety issues by
initiating a dialogue, and promoting awareness and
understanding through an educational media campaign that
targeted all levels of the Jordanian society.
Through the vision and guidance
of Her Majesty Queen Rania Al Abdullah, and Her belief that
children's general welfare has to be forefront on the
national agenda, on June 6, 2004, the Jordan River
Foundation launched its one year National Awareness Campaign
on Child Safety. June 6th was officially marked as the
National Day for Child Safety in Jordan.
This Campaign served as a major channel of communication and
information through incorporated TV commercials (Our Wealth,
Violence), TV interrupters, radio announcements, press
advertisements, billboards, nation-wide awareness lectures
and workshops and the Awareness Caravan that is reaching
most rural area throughout the Kingdom. The messages of the
campaign were designed to introduce to the Jordanian society
the principles of child safety and forms of abuse in a
culturally-sensitive manner.
Through concentrated efforts on various levels from rural
communities up to high decision makers, this initiative was
made possible by the cooperation and partnership of various
stakeholders in the public and private sectors, who shared a
high social responsibility and ensured the success of this
campaign.
In 2006, the Foundation is planning to launch another
campaign on sexual abuse due to the national statistics and
cases referred to JRF’s Child Safety Program Centers (Dar Al
Aman and Queen Rania Family and Child Center) that have
showed a relatively high percentage of child sexual abuse
cases. Not only so, but a high percentage of reported child
physical abuse cases revealed; upon its assessment, roots of
sexual abuse as well.
