Year 4 Communications Strategy for Engendering Industries

The program aims to enhance gender equality and women's economic empowerment in male-dominated organizations while strengthening partners' business performance. Engendering Industries engages over 100 organizations in more than 40 countries through its Intensive and Accelerated Programs from Africa, Eastern Europe, Latin America and the Caribbean, Asia, and the Middle East. The program has developed several tools, knowledge, products, and programming to implement and communicate about the Engendering Industries approach. These include Delivering Gender Equality: A Best Practices Framework for Male-Dominated Industries, the Workforce Gender Equality Intensive Program, the Workforce Gender Equality Accelerated Program, Men's Engagement, the Self-Empowerment and Equity for Change (SEE Change) Initiative, and the Women in African Power Network (WiAP). The program partners with organizations worldwide to implement programming and advance women's workforce participation in male-dominated sectors. Tetra Tech implements the program in partnership with Georgetown University's McDonough School of Business, Johns Hopkins University, Equimundo, Universidad de Los Andes in Colombia, Lagos Business School in Nigeria, the Kenya Electricity Generating Company (KenGen) in Kenya, and the Men Engage Alliance. The Year 4 communications strategy has three broad goals: advocating for increased gender equality in male-dominated industries, demonstrating program impacts, and producing high-quality materials and products to support program implementation. Engendering Industries will achieve these objectives through six strategic portfolios of communications work: Thought Leadership, Social and Behavior Change Communication (SBCC), Impact Communication, Program Marketing, Production of Knowledge Materials, and Contractual and Client Communication. The Thought Leadership portfolio aims to demonstrate the program's approach as the gold standard for advancing workforce gender equality. This will be achieved through compelling data on how increases in women's economic empowerment result in improved business performance. The program will position its approach as the gold standard for advancing workforce gender equality through various overlapping communications channels. The Social and Behavior Change Communication (SBCC) portfolio supports partners through social and behavior change communication to change knowledge, attitudes, and behavior around gender equality at the employee, organization, industry, and societal levels. The program will demonstrate how gender equality and women's empowerment result in economic benefits at the individual, family, organization, and industry levels. The Impact Communication portfolio will use various media to showcase program impacts and results, feature remarkable gender-equality champions, and other "newsy" human-interest pieces demonstrating results achieved by partner organizations. The Program Marketing portfolio will use a variety of channels to market and motivate the uptake of program tools, resources, materials, and courses/workshops to target audiences, including USAID, other donors, program partners, and businesses in male-dominated sectors. The Production of Knowledge Materials portfolio will manage the production of materials and products that aid program implementation and development objectives, including guides, resources, tools, and other educational and knowledge products. The Contractual and Client Communication portfolio will continue to support the production of high-quality contractual deliverables and reporting and rapid response to USAID requests for information.