LED Communication and Outreach Plan

The project is implemented by Chemonics International Inc. and is funded by the United States Agency for International Development (USAID). One of the major development challenges facing the Lebanese economy is job creation, particularly for youth, university graduates, and women. The private sector is seriously lagging in creating the number and types of jobs needed to retain Lebanese talent in Lebanon and deliver economic opportunity to citizens. According to a recent report, the unemployment rate among Lebanese citizens rose from 11% in 2011 to 33% in 2016, representing 360,000 more unemployed people during the period. The LED project's development hypothesis is that increased private sector employment will contribute to stability in Lebanon through job creation. The theory of change is that private sector jobs have not kept pace with the growing numbers of Lebanese looking for work because of constraints to growth for private enterprises. Firms will expand their workforce if they can grow the demand for their products and services or identify new products, services, or markets. The project has three objectives: (1) create jobs by increasing the competitiveness and enhancing growth of Lebanese client firms, (2) improve Lebanon's Business Enabling Environment (BEE), and (3) communicate results and share project knowledge with the public and private sectors. The objectives are interrelated, with Objective 1: Job Creation commanding 75% of the Level of Effort (LOE) and program resources. To achieve its objectives, the LED project will engage with client enterprises, identify specific business enabling environment issues, and prioritize them for LED-supported interventions. The project will also support local "champions" to conduct advocacy and information campaigns that will increase decision makers' and the public's understanding of business-friendly policy reform proposals. The project will use various communication and outreach tools and channels, including social media, to promote the project and its expected results. The team plans to launch and manage two social media pages on Facebook and LinkedIn to engage with prospective client firms, stakeholders, and Lebanese citizens. The pages will contain information about the project, a timeline for posting events and sharing progress, photos and videos, and interesting information and articles about Lebanon's business environment and job creation/opportunities. The project will also organize a launch event on the national level after signing with Business Promotion Partners (BPPs) and having Business Advisors (BAs) on board. The event will introduce the project and its expected results while calling on prospective client firms to reach out to the Beirut/Mount Lebanon BPP for potential support. Sustained communication and outreach activities will follow to accompany and promote the project successes and achievements.