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6 Minutes: Community Organizing in Amman, Jordan
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Reference: HBS-KS1190-E
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Number of pages: 29
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Geographic Setting: Jordan
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Publication Date: Jul 28, 2016
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Source: HBSP (USA)
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Type of Document: Case
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Industry Setting: Social advocacy organizations;Training services
Description
This case describes how community leaders in Amman, Jordan used a community organizing framework to launch and manage a major campaign, 6 Minutes, to encourage residents to commit time to reading for pleasure. Using Marshall Ganz's framework for building civic leadership capacity, a local service organization, Ruwwad, based in the urban Amman community of Jabal Al Natheef, organized and coached hundreds of participants, encountering many challenges and milestones along the way-from cultural obstacles to community celebrations. Even before the 6 Minutes campaign concluded, the organizers were eager to launch a new campaign, noting that the success of 6 Minutes laid a firm foundation for the next campaign, building leadership, organizing power and capacity. At the end of the case, the protagonists question how to best apply the learning from 6 Minutes to their next campaign.