THEMES / SOCIETAL UNDERSTANDINGS / SHIFTING THE RHETORIC :: JORDAN PILOT
Shifting the Rhetoric | Jordan
Shifting The Rhetoric (Jordan pilot) engages young people in the Global South in conversations about transformative economic thinking, aiming to promote societal and environmental wellbeing. Focusing initially on Amman, the programme connects a diverse group of remarkable young participants with CUSP’s UK-based research team of climate, sustainability, and enterprise facilitators.
Contact
Richard Bampfylde: richard.bampfylde@gmail.com
This partnership of the Centre for the Understanding of Sustainable Prosperity in the UK and the King Hussein Foundation in Jordan is generously supported by the Asfari Foundation with the aim to share learnings and strategies on sustainable prosperity between the two countries and the wider Middle East region. The Shifting The Rhetoric programme was announced at COP28 in Dubai and formally launched in Amman in October 2024.
Exploring Sustainable Futures in Jordan
In Phase 1 of the programme, interviews were conducted with individuals across public institutions, finance, think tanks, academia, civil society, and international development to explore the challenges and opportunities for advancing Jordan’s sustainable economy. This was followed by engaging young people in conversations about what it means to live well in Jordan today.
Using an adapted version of CUSP’s Cities and Youth in Cities: Lifestyle Evaluations and Sustainability (CYCLES) methodology, participants took part in photo-elicitation exercises and workshops to reflect on their values and priorities.
In parallel, the participatory nature of the project has fostered new partnerships and shared learning among children, young adults, facilitators, teachers, and researchers from both Jordan and the UK. Ultimately, Shifting The Rhetoric (STR) Jordan aims to support people in articulating a vision for a sustainable, inclusive economy—one that directly addresses climate change, inequality, and other pressing societal and environmental challenges, and is fit for both present and future generations.
Next steps
Thanks to the continued support of the Asfari Foundation and the King Hussein Foundation’s expertise and extensive network, the programme is set to expand—reaching more schools and engaging a broader cross-section of Jordanian society.
In light of evolving dynamics in the Levant region, the potential to pilot the STR programme in neighbouring countries is now under active exploration. All stakeholders remain committed to fostering multi-directional dialogue and collaborative activities that enable meaningful North–South–North research and exchange.
If you or your organisation would like to learn more or explore ways to get involved, please contact richard.bampfylde@gmail.com.
Let’s continue Shifting The Rhetoric—together.
Project partners
The partnership has proved very impactful so far. Members of the CUSP STR Jordan team include: Prof Fergus Lyon, Middlesex University and Deputy Director of CUSP (Project Director), Richard Bampfylde, Trust for Sustainable Living and CUSP Fellow (Project Lead), Dr. Frances Harris, University of Hertfordshire and Dr. Dario Leoni, University of Surrey and CUSP Research Fellow.
The KHF STR Jordan team includes: Hana Shahin, Executive Director, Nart Dohjoka, Head of Programme Development & International Relations and Director of Jubilee Institute, Dr. Ayman Halasa, Director, Information & Research Centre, Omar AlShaghnobi, Interim Director, Jubilee School, Rasha Abdul Salam, Entrepreneurship Skills Development Specialist, Jubilee School, and Sara Nuseibah, Researcher & Author for the IRC-KHF study. The Asfari Foundation is represented by CEO Muna Abbas, Director of Programmes & Innovation, Ammar Alnakeeb and Programmes Officer Nada Hamad.
