ADB – Modern Skills for Better Jobs Program (Subprogram 1)

End-to-end communication and marketing support for Georgia’s VET reform under the ADB-funded “Modern Skills for Better Jobs” program. Betterfly designed and is implementing a 3-year communication strategy, delivering nationwide campaigns, digital ecosystems, and public engagement activities to increase awareness, drive enrolment, and promote inclusive participation—particularly among women—in skills development programmes.

ADB – Modern Skills for Better Jobs Program (Subprogram 1)

Funded by: Asian Development Bank (ADB)

Contract Ref.: 52339-001-CS06-CQS (Loan No. 4034-GEO)

Implemented by: Ministry of Education, Science and Youth of Georgia

Duration: 2024-2027

▪ Promote vocational education (VET) aligned with labour market needs

▪ Increase participation of women and minorities in ICT & engineering

▪ Strengthen visibility of Ministry and Skills Agency

▪ Build sustainable communication platforms for VET stakeholders

Objectives:

▪ Designed and implemented the VET promotion strategy for Georgia.

▪ Produced and managed social media and PR campaigns to increase visibility.

▪ Organized large-scale public engagement events to attract youth and employers.

▪ Introduced gender-focused communication to encourage women in non-traditional fields.

▪ Delivered end-to-end digital ecosystems (websites, social, ads)

▪ Mobilized 8 Key Experts and approx. 9 Non-Key Experts

Core Services:

▪ Development of 3-year marketing & communication plan Results expected:

▪ Nationwide media campaigns (TV, radio, online, print)

▪ Social media management across 5+ platforms

▪ Organization of large-scale job fairs & events

▪ Production of videos, ads, blogs, and visual content

Betterfly’s Role & Achievements:

▪ Improved awareness of VET opportunities across youth, parents, employers, and media.

▪ Increased enrolment in skills programs, particularly among women.

▪ A sustainable, Ministry-owned communication framework for VET visibility.