The Children’s Museum Jordan Annual Report

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Our Place

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Our Inspiration

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Our Story

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Our Year In Numbers

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Our Reviews

36

Our Heroes

40

Our Leadership

44

Our Next Steps

47

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“Imagination is more important than knowledge.” Albert Einstein 1879 - 1955

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Our Place

The Children’s Museum is a unique learning space that offers children, families and schools interactive learning opportunities within its beautiful location in the King Hussein Gardens Park. Registered as a charitable association under Jordanian Law, the Children’s Museum is one of Her Majesty Queen Rania al Abdullah’s educational initiatives. Since opening in 2007, the Children’s Museum has welcomed over 400,000 visitors into its colorful, spacious, modern and interactive Exhibit Hall, art studio, library, multipurpose hall, outdoor theatre and supporting facilities that now include a new restaurant and birthday room.

Our Mission The Children’s Museum Jordan is dedicated to providing stimulating experiences that spark curiosity, imagination and love for learning in children ages 2 – 12, delivered primarily through highly engaging, exploratory, play-based, interactive exhibits, programs and events as well as exceptional multimedia resources. The Museum is also dedicated to positively nurturing children’s sense of identity, civic knowledge and national pride.

Our Vision To become a unique and memorable Jordanian “growing up experience” and to become a national and regional leader in the field and an exemplary international success story.

Front Exterior of the Children's Museum Jordan

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“I hear, and I forget. I see, and I remember. I do, and I understand.” Confucius 551 BC – 479BC

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Our Inspiration

“The voyage of discovery is as much ours as it is our children’s.” HM Queen Rania Al Abdullah

The famous French novelist, Proust, once said, the voyage of discovery is not in seeking new landscapes but in finding new eyes. The ticket you hold as you enter Jordan’s Children’s Museum (CMJ) is a pass to this kind of discovery, where the elation of learning comes from seeing our world in a new light. For our children, the museum is a portal: with one step they can leap into the expanse of space and with the next delve into the wonders of nature. Through hands-on experiments, they become an engineer for a moment, grappling with the fundamentals of physics as they play and build their understanding of gravity. Interactive displays transform our young ones into scientists then athletes then musicians. Puppetry, singing, and art classes stir their creativity, inspiring the artist within. With every viewpoint, every twist and turn through the exhibit hall, auditorium, and garden, the changing surroundings are vibrant and exciting. The value of the voyage, though, is not just in the rich number of landscapes, but in the enriched mindscape our visitors’ experience, simultaneously stoking their curiosity and embedding a life-long love of learning. It is our mission to stimulate this blossoming of understanding: instilling a need to explore the unknown; fulfilling the belief that your imagination holds no bounds. For at the heart of the museum is the premise that education is less about teaching a child to know, and more about teaching a child to think. This principle is a cornerstone for any generation to drive society forward, because, in short, knowledge is static, thinking dynamic. In partnership with the Ministry of Education, I am confident we are equipping our children with the imagination and determination to establish Jordan as a place of ingenuity and innovation. The voyage of discovery is as much ours as it is our children’s. In 2009, we were greatly encouraged by CMJ’s fast-growing popularity, with stats on visitor and outreach soaring. Our volunteer program has taken off, too, providing Jordanians with valuable inputs for their careers and outlets for their civic energy. HM Queen Rania Al Abdullah playing with children at the Children’s Museum Jordan

It is only together that we can continue to strive for ever-better exhibits, performances, displays, and projects. Which is why I want to thank all members of the CMJ family for their support, from the parents and teachers who proudly parade through the entrance, to the staff and sponsors who define and finance the museum’s future; your dedication is our most valued asset. As a new decade unfolds, I know we can reach more children, put on more shows, find more donors, and enlist more volunteers. To succeed, we need your unflagging commitment. We need you to help us keep exposing our children to new landscapes. That way, they can return to their homes and schools with new eyes, and a new-found instinct to explore and discover.

Rania Al Abdullah Chairperson

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“Almost all creativity involves purposeful play.” Abraham Maslow 1908 – 1970

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Our Story Dear Friends, As we write this report, we reflect on the year that has just come to a close and attempt to ask ourselves some difficult questions. How well have we, at the Children’s Museum, served our community? Have we increased both the number and diversity of our visitors? Have we maintained and built on our reputation of providing truly inspiring, creative and high-quality educational programs and activities that bring the community – children, families and schools – together? With the knowledge that the road before us is long and winding, we’re happy to report that in 2009, the Children’s Museum reached several notable milestones. With the strain of the global credit crunch that took grip of the world and Jordan, as well as the swine flu epidemic and associated anxieties, we are even more thankful for the positive results we have to share with you. In 2009, with the unwavering help of our supporters, the Children’s Museum welcomed more visitors, increased family and corporate memberships and boosted public access of children from underserved communities. A record 169,610 visitors walked through our doors throughout the year to explore the Exhibit Hall and take part in the vast variety of programming, activities and celebrations that took place. Over the past year, we worked really hard on opening our doors even wider to the community around us. Believing that as a community we can make a big difference together, our donors, partners and corporate supporters enabled us to tap into new parts of the community, increasing public access through public school visitations, after school enrichment programs for underserved children and providing discounted or free admission rates to families. Over 60,742 visitors benefitted from sponsored admission rates or entered the Museum free of charge in 2009. More than ever, our work at the Children’s Museum is guided by our belief that early experiences and learning opportunities can shape a child’s future, and that one moment of wonder can shape their choices for a lifetime. This conviction has been reflected in the wide-range of programming, activities, events and celebrations that the Children’s Museum has brought to the community this year. The road before us is long, but we’re edging confidently towards our vision of becoming a national learning space that engages children, spurs their imagination and sparks their curiosity. We recognize that it is our supporters who drive our continuous progress and we are committed to justifying their confidence in the Children’s Museum by continuing to deliver high-quality learning experiences and effective, inclusive programming. A big THANK YOU goes out to our valuable partners, generous donors, sponsors and dedicated team of staff and volunteers, all of whom continue to believe in the Children’s Museum’s vision and who work together to create a better future for all children in Jordan.

Khalid Nahhas

Chairman of the Board

Nissreen Haram

Executive Director

One of the Museum's exciting outdoor exhibits 14 | The Children’s Musem Jordan

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Our Story The Exhibit Experience Our exciting, action-packed Exhibit Hall continued to draw children and their families out in their thousands in 2009, and remained the cornerstone of our interactive, exciting and energetic learning experiences.

“Our learning philosophy is hinged on allowing curious children to learn through play, discovery and exploration. It’s a novel approach, but one that we can see taking hold among our visitors”

We know that the future awaiting our children is more complicated and more demanding. Over the past year, we’ve continued to leverage our exhibits to support school-based learning and to create transformative early experiences that we strongly believe have a major impact in the lives of children well beyond their visit to the Children’s Museum. We’re very proud of our newest addition to the Exhibit Hall - the Wonders of the Red Sea Exhibit. Designed to showcase the rich aquatic life found just off the shores of Aqaba, the exhibit exposes children to the natural ecosystem around them and encourages its preservation. Throughout the year, our Exhibit Hall reflected the changing of the seasons from spring to summer, autumn to winter, each with its own characteristic set of themes and the introduction of new mini exhibits. For our Seaside Adventures theme this summer, a pirate’s boat found its way into our Exhibit Hall, while in our Winter Wonderland season, our winter snow area compensated for the lack of snow outside! While a record number of visitors explored the Exhibit Hall in 2009, we recognize that a great many children in Jordan have yet to experience our exciting exhibits. We are preparing to include more exciting exhibits into our collection, characterized by increased interactivity, accessibility and durability. In the meantime, we’ve worked on maximizing the overall experience within the Exhibit Hall by animating it with a variety of novel, imaginative and engaging daily activities. Another big sign of progress this year has been the overall increase in the level of independent interaction we’ve noted among children and their families. Our learning philosophy is hinged on allowing curious children to learn through play, discovery and exploration. It’s a novel approach, but one that we can see taking hold among our visitors and in the required balance that ensures responsible interactivity whilst preserving the exhibits from unjustified disrepair.

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Ancient Times Exhibit

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Getting groceries in the Marketplace Exhibit.

Building bridges in our Construction Site Exhibit. 18 | The Children’s Musem Jordan

Exploring the human body.

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Our Story Programs and Events Overview Over the last year, the Children’s Museum put together the most exciting combination of programs, activities and events. Each was an opportunity for the whole community to come together -children, families and schools – in a spirit of renewed excitement for learning. Every program is designed with specific learning objectives in mind, ranging from scientific aptitude to encouraging creativity, promoting civic competence, appreciation for cultural diversity as well as increasing children’s awareness of their bodies and movement.

Events and Special Programs Sing Along

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Second Art Exhibition

Jan

Mural Exchange Program - USA

Feb

Bubble Mania Science Performance - USA

Mar

Summer of Wonders Camp

Jul

Dr. Bunhead Explosive Energy Performance - UK Nov

Daily Activities

Hikayat Simsim

Nov

We supplement our interactive Exhibit Hall with daily animations, activities and demonstrations that are designed to pique children’s curiosity and really get them into exploration mode. These include exhibit-based demonstrations meant to enhance particular learning objectives as well as activities that encourage children’s participation with temporary exhibits, props or activity tables scattered throughout the Exhibit Hall.

White Wonderland Art Camp

Dec

Special Feature Programs Throughout the year, a huge number of programs focused on engaging the whole family in the interactive learning process. This is because we firmly believe that families need to spend more quality time together and that parents must be involved in the interaction, fun and hands-on experiences offered within the Museum. In 2009, the Children’s Museum featured the popular Hikayat SimSim, which interacted with children, schools and families through a wide range of activities that focused on several key learning objectives through creative, imaginative sessions. Top to bottom: White Wonderland Art Camp; Dr. Bunhead Explosive Energy Performance; Hikayat Simsim.

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Our Story Programs and Events Science Shows In 2009, the Children’s Museum offered children thrilling programs, events and performances that are designed to expose children to the exciting side of science and innovation, promote inquiry-based learning and increase scientific aptitude in a way that’s fun and engaging. Blockbuster performances in the past year have included Dr. Bunhead and the world renowned Bubblemania! performance.

Events and Special Programs Mother’s Day Celebration

Mar

Labor Day Celebration

May

Independence Day Celebration

May

Carnival of the Magic Kingdom

May

Cultural Performances

Ramadan Weekend Celebration

Aug - Sep

During the year, we remained committed to bringing the best of the world’s cultural performances to Jordan. This reflects our efforts in helping to raise children that are exposed to all types of dramatic art, creative theatre set-up, costume creativity as well as staging and theatrics. This year, we welcomed the Boston Children’s Choir and the Red Balloon Play.

Eid Al Fitr Celebration

Sep

Eid Al Adha Celebration

Nov

White Wonderland Christmas Party

Dec

Art in the Children’s Museum The Children’s Museum continued to be a busy, bustling hub of creativity over the last year, with a wide-range of activities that promote children’s expressiveness, creativity, imagination and confidence. Daily activities within our Art Studio focused on allowing children to explore their expressive, creative side of their personalities through a mix of drop-in and participatory sessions, and especially through our Winter Art Camp. In January, we hosted our Second Art Exhibition and Competition, showcasing the talent that was unleashed by our young artists within our Art Studio.

Top to bottom: Mother’s Day Celebration; Eid Al Adha Celebration; White Wonderland Christmas Party.

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Our Story Programs and Events Celebrations Our Celebrations in 2009 reflected our efforts to bring children, families and schools together to celebrate what connects us as Jordanians. Our spectacular performances and events in this category celebrate the familiar in the most magical ways. Usually coinciding on national occasions, we especially celebrate Jordan’s Independence Day, as well as Ramadan, the Eids and Christmas. We also mark Labor Day by encouraging children to dream about what they want to be when they grow up and instilling a sense of work ethic and value in a way that children can engage with. In all, our Celebrations are designed to inspire national pride among our young citizens and nurture a sense of community belonging.

Magic Carpet - Celebrating Cultural Diversity

Events and Special Programs ASEAN Cultural Day

Apr

Thai Puppet Theatre

Jun

Armenian Dance Group

Jun

Boston Children’s Chorus

Jun

Land Ho! Pirates Circus Show

Jul

Semi Spooky Halloween

Oct

Red Balloon Puppet Play - Lebanon

Nov

Our commitment to helping raise children who are exposed, appreciative and respectful of world cultures is reflected through this set of programs. Through a mix of performances, events, activities and International Days, we introduce children to the cultural diversity around the globe through art, dress, performances, traditions and food.

Day Camps The Children’s Museum embraces the characteristics of the seasons and reflects this through its programming. In 2009, our Seaside Adventures Summer program lets the spirit of summer shine through by focusing on the outdoors and on physical activity. Our Winter Wonderland season focused on the richness of the holiday season with a range of winter activities and creative art. At the heart of our summer and winter programs are the Summer of Wonders and Winter Wonderland Day Camps.

Top to bottom: Thai Puppet Theatre; Red Balloon Puppet Play; Semi Spooky Halloween.

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The messier the better in the Art Studio.

Storytelling and adventures in the Library 26 | The Children’s Musem Jordan

Roman soldier celebrating Jordan's Independence Day.

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Our Story

Our Working Spirit

Museum Memberships

While the combination of the upkeep of our Exhibit Hall, designing and delivering high-caliber, engaging programming, events and activities as well as increasing public access to the Museum is a huge responsibility, our aspirations to impact the learning lives of children are even bigger.

Museum memberships at the Children’s Museum are also on the upside in 2009, especially Family Memberships and Private School Memberships. These schemes are designed to increase affordability and access to the Museum, whilst ensuring that our members feel they are getting value-for-money through the use of the Museum’s resources, daily programs, sessions and activities affordably.

The backstage efforts of our wonderful staff of dedicated, creative and inspired individuals are what make it all possible. More and more, each of our team members embodies the spirit the of the Children’s Museum – that of bringing engaging learning experiences through play and delivering their talent within constrained resources. Their innovation, creativity, imagination and their own love for play are all reflected in the experiences the Museum offers the community.

Helping Hands - Our Volunteer Program As a community-based learning space, the Children’s Museum depends on the spirit, energy and dedication of young individuals who volunteer their time and creativity to making a difference in the lives of children as they grow into learning adults. We’re so proud of our volunteers program and of the win-win situation it presents. Volunteers, for their part, have reported that they feel like they’re part of something special – a community that believes that the memories children make at a young age shape their future.

Supplemenary Services In 2009, the Children’s Museum continued to work on increasing its supplementary revenue streams through non-educational services including birthdays, rentals and catering. The provision of these services also vitally increases the Museum’s exposure to the public. Key milestones in 2009 include finalizing our Restaurant and upgrading our birthday facilities, both key drivers behind what we hope will be increased earned revenue in years to come.

Our volunteer program is one of our most successful initiatives, in both numbers and impact. By the end of 2009, our team of volunteers swelled to over 250 dedicated individuals who all recognized their role in helping to create a brighter future for our children and for us all. At the end of the year, a graduation and awards ceremony was held to show our appreciation of this special group of young people. Multi-purpose Hall - An ideal location for rentals

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“Curiosity in children is but an appetite for knowledge.” John Locke 1623-1704

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Our Year in Numbers Key Visitor Statistics 49,487

Public Schools

29,839

Private Schools and Preschools

13,963

Other Groups

69,899

Individuals

4,794

Workshops & Performances

1,628

Birthdays

169,610

Total

A Place For Everyone In 2009, we continued with our efforts, through our programs, policies and initiatives, to be an inclusive space, dedicated to serving all children and their families throughout Jordan. Our visitor statistics and the feel we get from the community around us makes us believe that this year, we’ve touched the hearts and minds of more children, their parents, teachers and the wider community from all backgrounds and from all across Jordan.

A Museum for All: Commitment to Public Access Our commitment to raising public access to the Museum and removing all financial, physical and other barriers to access manifested itself through our A Museum for All initiative. This initiative included our public school visitation program in coordination with the Ministry of Education, resulting in over 49,487 public school children visiting the Museum for free in 2009 . Additionally, in association with the Ministry of Social Development, our afterschool enrichment programs continued to target children from underserved communities with sessions that introduce interactive critical learning skills on a wide range of topics. We’ve also offered private sector donors, supporters and corporate sponsors the opportunity to sponsor group visits of children and their families who, without such support, may be unable to visit the Museum. Through A Museum for All, over 60,742 visitors visited the Museum at discounted rates or for free in 2009 alone.

Our commitment to increasing public access to the Children’s Museum has remained a guiding force in all of our programming, events, marketing and procedural efforts. Through various initiatives in 2009, 60,742 children benefitted from sponsored admission fees or entered the Museum for free. Our dedication to inclusiveness is evident in the subsidization of our nominal fees, and in our efforts to price world-class performances and events at rates that ensure accessibility to the larger community. We also allot a substantial number of seating and space for children and families from underserved communities at each of our events and performances.

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Top to bottom: An NGO visit for children with disabilities; Afterschool enrichment program.

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Our Year in Numbers Visitors Profile

Statement of Activities Revenue Operating Revenue

15%

45%

55%

53%

32%

Admissions and Memberships Programs and Events Gift Shop Birthdays and Rentals Restaurant Bank Interest Total

2009

2008

311,680 58,581 22,329 26,670 7,495 12,814

287,911 28,757 23,450 13,339 0 14,362

439,569

367,819

Support Revenue

Individuals Vs. Groups

Institutional Visits

Individuals 45% Schools and Groups 55%

Public Schools 53% Private Schools and Preschools 32% Other Groups 15%

11% 39.6%

26%

26%

Public School Visits by Governorate Amman 36% Southern Governoates 11% Northern Governoates 26% Middle Governoates 27 % NB: Available, accurate statistics pertaining to the geographic spread of our visitors is limited at this time to only public school visitations.

33.2%

Admission Fee Structure Full Admission 39.6% Full Fee Waiver 33.2% Supported Admission 27.1%

715,900 632,602 83,298 319,603 307,321 12,282

248,135 158,530 89,605 217,175 214,867 2,308

Total

1,035,503

833,129

Total Revenue

1,475,071

833,129

Expenses

27.1% 36%

Grants Cash Non Cash Donations and Sponsorships Cash Non Cash

Pre-operating Expenses Salaries and Benefits Programs and Events Facilities and Operations Management and Administration Communications and Fundraising Cost of Sales Other Depreciation (Losses) from Disposal of Fixed Assets Total Expenses Increase/(Decrease) in Net Assets

2009

2008

0 605,664 119,789 178,088 87,854 58,773 24,374 2,416 894,632 0

36,400 532,661 151,298 207,952 100,773 75,332 22,152 3,806 897,685 101,277

1,971,590

2,129,336

-496,518

-1,296,207

Salaries and Benefits (include all staff compensation, social security, health and life insurance) Programs and Events (include all programs material and services fees). Facilities and Operations (include all maintenance materials and services, utilities, housekeeping and logistical support). The figures of the previous year have been reclassified to correspond with the current year presentation.

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“The important thing is not so much that every child should be taught, as that every child should be given the wish to learn.” John Lubbock 1834-1913

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Our Reviews In The Press The Children’s Museum received a great deal of exposure in local, regional and international media outlets in 2009, with over 165 mentions. According to our indicators, our tactical advertising and marketing efforts positively contributed to increasing visitation traffic to the Children’s Museum generally and to our specific marketed programs and events. A recent national survey found that 34% of those surveyed had heard of the Children’s Museum, and that a further 38% had visited the Museum. This gives us a clear starting point for launching our promotional campaign in 2010, which aims to increase national awareness of the Children’s Museum, its mission and its philosophy of interactive, hands-on, play-based learning.

Press Highlights: Jordan Tourism Board TV Advert for first half of 2009 (on MBC2, MBC4, Dubai One among others) Expose of Children’s Museum on Radio Monte Carlo International Feature article in Jordan Business magazine, October Issue Feature article in Royal Wings magazine, Nov/Dec Issue

“I love the Museum because we make our own imagination there. I go there to have fun and I did a lot of things at the Museum, like magic things, art [and] space. It is not like all [the other] places‘.” Salma Atout Six years old visitor

“We got glue, cardboard, wheels, a straw, a stick, a battery and a motor… We glued them together and made a car.” Anas Ahmad Fikra participant child

“As always the Museum surprises me! Everything was organized and the facilitators were amazing.” Parent of a Wonder Friend (Winter Camp participant)

“It is important to travel, to find new land and to meet new people. We carry the smiles and the questions of the children of Jordan with us and we feel very privileged to have met so many warm and curious children.” Sandra Pasini Actress, Artistic director of Teatret OM

“Amazing performance, and very interesting subject for the kids to learn and enjoy beautiful music and sound effects. My kids and I enjoyed it very much. Thank you!” Jumana Khoury Performance attendee 38 | The Children’s Musem Jordan

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“Every child is an artist. The problem is how to remain an artist once we grow up.” Pablo Picasso 1881 - 1973

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Our Heroes Our Founding Partners

Our Annual Supporters

Our founding partners beleived in our vision since the very beginning and helped us turn it into a reality.

The support we receive from our dedicated group of partners, contributors and friends helps us deliver on our mission every day. Ministry of Planning and International Cooperation Greater Amman Municipality USAID / Siyaha 2 Capital Bank Aqaba Special Economic Zone Authority (ASEZA) Union Bank Bank of Jordan Zain Aramex National Resources Investment & Development Cooperation (Mawared) Scientific Medical Supplies (SMS) Johnson Diversy-Jordan Ahli Bank Talal Abu Ghazaleh Organization Yousef Nader & Sons Royal Jordanian Zain Al-Maha & Nujoud Oweiss Nestle Middle East

Sheikh Abdullah Saleh Kamel

British Council International Business Legal Associates Al Nisr Al Arabi Insurance Petra Tours Mr. Waddah Barkawi Kasih Food Production Company French Embassy British Ladies of Amman (BLA) Ecolab Gulf Beauty Salbashian Group (Kodak) Karajah & Associates Law Firm Faris and Faris Architects Program Partners: Ministry of Social Development Ministry of Education- School Visitations Program Jordan Pioneers Multimedia Production Co. Jordan Media City TriTech Mrs. Sanaa Muasher The Association of Southeast Asian Nations Royal Thai Embassy Japanese International Cooperation Agency (JICA) Media Sponsors: Al Ghad Al Faridah Group Al Kawn Advertising Al Marji’ Publications (Family Flavours)

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“We must teach our children to dream with their eyes open.” Harry Edwards 1942 – present

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Our Leadership

Board of Trustees Her Majesty Queen Rania Al Abdullah Chairperson Mayor of Amman, Omar Ma’ani Vice Chair Chairman, Emaar Properties PJSC Vice President and Director of Middle East and North Africa Region, Motorola, Inc. Chairman and CEO, Nestle Middle East CEO, Zain Mr. Akram Abu Hamdan Dr. Basem Awadallah Mrs. Samar Dudin Mr. Khalid Nahhas Mr. Ghassan Nuqul Mrs. Abla Zureikat

Board of Directors Mr. Khalid Nahhas Chairman of the board Mrs. Samar Dudin Vice Chair

Our Next Steps

One of the most important responsibilities the Children’s Museum has as a non-profit institution is to decide how our current and future successes will be defined. As a national learning institution, it’s not just about what we do, but how much of an impact we have on the lives of children, their learning process and community engagement. In the coming years, we’ll measure our success by looking at three key dimensions: how many children we serve, how well we serve them and the diversity of the children we serve. While we are proud of the big steps we’ve taken in 2009, we’re even more determined to grow, to increase our presence within the Jordanian community and to provide a solid foundation for our children to regain a sense of wonder and excitement about learning. Our commitment to increasing public access to the Children’s Museum and widening our doors to bigger swathes of the community will continue to one of our primary strategic goals. We regard the Exhibit Hall as the cornerstone of the learning experience on offer, and have major plans for exhibit enhancement in the next few years. We are also geared up to offering a more ambitious programs and events calendar for 2010 whilst maintaining the Children’s Museum’s reputation as a high quality service provider. We are grateful to our supporters, donors, friends, staff and volunteers for their continued support and applaud their foresight and vision to create a better future for our children NOW.

Mayor or Amman, Omar Ma’ani Mr. Akram Abu Hamdan Mrs. Suzanne Afaneh Mrs. Reem Atalla Mrs. Randa Ayoubi Mr. Raja Gargour Dr. Safwan Masri Mrs. Samia Salfiti Mrs. Abla Zureikat

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