IREX
International Research & Exchanges Board

Cartoon Campaign for Democracy in Jordan

wall in Amman
"oo3a" message by Abu Mahjoob being painted on
a wall in Amman

Newspaper
From Al Arab Alyoum Daily Newspaper,
November 12th, 2007

Abu Mahboob, a popular cartoon character in Jordan, played a leading role in an effort to get out the vote and promote campaign ethics in the run-up to parliamentary elections on November 20. Called “oo3a” (pronounced oo’a and meaning “be aware”), this national drive captured the imagination of the media, with a simple but powerful message that was carried in all of Jordan’s daily newspapers.

Newspapers were not alone in getting the message out. Broadcast media – and even popular music and video artists ­– took part. Jordan Television ran animated spots several times a day. Meanwhile, the satellite station Normeena produced a music video and rap song that encouraged young people to get out and vote. A number of radio stations gave the song plenty of exposure as well. The oo3a election website, launched in October, provided hourly updates and original news to an average of 31,000 visitors daily. The site had logged 11.6 million total hits by mid-November. (See www.mahjoob.com/oo3a)

The oo3a campaign, funded by USAID as part of the IREX-administered Jordan Media Strengthening Program (JMSP), was not only about motivating the masses. A Code of Ethics program signed up candidates from across the political spectrum, including the whole Islamic Action Front bloc. Signatories committed themselves to integrity, honesty, and transparency, as well as respecting such principles of democratic elections as not buying or transferring votes or pursuing personal agendas. They also denounced corruption and human rights violations and promised to support civil society in guaranteeing free and fair elections. The oo3a code of ethics was so popular that some candidates adopted it as a campaign tool.

Training for Journalists

JMSP also provided elections training to Jordanian journalists, including the following:

  • On November 3, 18 journalists participated in a workshop entitled “Elections Reporting for Electronic Media,” held at IREX’s offices in Amman. Trainer Afnan Taha, who has over 15 years experience with British network ITN, covered issues specific to writing for electronic media, as well as to elections reporting generally, including elections law and regulations, interviewing candidates, requirements of objectivity and impartiality, and the media’s monitoring role. As a result of this workshop, at least one Jordanian news website significantly changed its style and format.

  • Beginning October 30, more than 30 journalists from state and non-state media participated in a four-day training program on elections reporting.  During the event, held on the shores of the Dead Sea, Jordanian and regional experts provided practical training, featuring hands-on exercises and a mock press conference.

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