Terms of Reference (TORs)

Media Campaign (Radio, Social Media, Information, Education and Communication (IEC) Material Development) for Strategic Government Partner and on Promoting Social Cohesion in Punjab (PSCP) Project.

Hiring a consultant/media firm to design and manage a media campaign for a strategic government partner, including social media platforms,target area radio messaging, development and printing of IEC materials aimed at expanding the reach and the prevention and countering of violent extremism (P/CVE) and raising awareness about related efforts.

1.      Background

TAF, in collaboration with its project partners, is implementing the "Promoting Social Cohesion in Punjab (PSCP) Project" across five districts: Lahore, Multan, Muzaffargarh, Jhang, and Bahawalpur.

TAF is seeking financial and technical proposals from experienced consultants and media firms to create a comprehensive campaign (social media,radio messaging, and IEC material) aimed at increasing public awareness aroundpreventing P/CVE efforts. This campaign will utilize dedicated (government)social media platforms to reach a wider audience, share essential information, and promote public interest and engagement in P/CVE initiatives.This campaign will encompass social media, target district-wide radio coverage, and development/printing of IEC materials to broaden outreach and boost the effectiveness of efforts in spreading P/CVE messaging and increasing awareness of related initiatives.

2.      Objective

The main objectives of the media campaign for the project will be to:

1. Promote public interest and enhance engagement in P/CVE initiatives by sharing essential information and encouraging participation through targeted media strategies.
2. Leverage dedicated government social media platforms to disseminate P/CVE messages, ensuring a wider reach and more effective communication.
3. Boost the effectiveness of P/CVE efforts by creating tailored content that resonates with the target audience and addresses specific community needs and concerns.
4. Engage with the online (through social media) and project target area communities (through radio messaging) to foster a collaborative approach to P/CVE actions.
5. Address misinformation and provide accurate information to counter misleading narratives.
6. Develop metrics and tools to measure the effectiveness of the media campaign in terms of reach, engagement, and impact on public awareness and behavior regarding P/CVE efforts.
7. IEC material development and printing of promoting peace and tolerance among youth.
8. Raise awareness and provide strategies for identifying and addressing disinformation, hate speech, and fake news.
9. Promote respect for diversity, inter-community harmony, and non-violence while addressing differences based on faith.
10. Highlight and support the role of women in peacebuilding, encouraging their active involvement in peace.

3.      Scope of Work

Social Media

• Collaborate with the project team and government partner to carry out a needs assessment to identify key messages and target audiences for the social media campaign.
• Develop a comprehensive campaign design outlining goals, objectives, key messages, target audiences, platforms, and timelines.
• Produce engaging and informative content for multiple social media platforms (e.g., Facebook, X [ex-Twitter], Instagram, LinkedIn, YouTube).
• Support the government focal person, prepare and share posts for social media accounts, and prepare schedule,and develop content regularly to maintain audience engagement and momentum.
• Provide support in monitoring and responding to audience interactions and feedback on social media platforms.
• develop strategies to increase audience engagement, such as interactive posts, live sessions, Q&A segments, and contests.Encourage community participation by sharing success stories, testimonials, and local P/CVE initiatives.
• Support the government partner to evaluate campaign performance and provide regular reports with insights and recommendations.
• Develop guidelines to ensure the sustainability of campaign efforts beyond the initial project phase.

Radio Campaign

• Develop informative and engaging scripts for radio spots during popular shows and/or messaging.
• Partner with popular radio stations across the five districts.
• Integrate messages that are culturally sensitive and resonate with the target audience in context of P/CVE.
• Create high-quality radio spots, each with a duration of 30 to 60 seconds.
• Ensure that spots are clear, concise, and effectively communicate the intended message.
• Develop a broadcast schedule that maximizes reach and frequency in project districts.
• Schedule the campaign to run at multiple peak times to ensure broad audience reach.

IEC Material Development

• Develop high-quality Information, Education, and Communication (IEC) materials for the project on topics:

-                Identifying fake news and misinformation

-                Promoting peace and tolerance among the youth

-                Encouraging critical thinking

-                Respecting Diversity, Interfaith Harmony & Promoting Social Cohesion

-                Mob Violence/Rejecting Violence

-                Role of Women in Peacebuilding

-                Safe Charity

• Design simple material visually appealing and easy to understand with clear and concise language.

4.      Deliverables

• Media Strategy Document Including Social Media,Radio Campaign and IEC Material: A comprehensive plan detailing the approach, target audience, content themes, posting schedule, and key performance indicators (KPIs) for social media and detail about radio spots, talk shows/interviews.
• Content Calendar (Social Media, Radio, and IEC material development): A monthly schedule of posts, including text, images, videos, infographics, multimedia content, plan for radio broadcast, and draft district-specific content for IEC material.
• Content Creation: High-quality, original content customized for various platforms and radio programs content.
• Proposed Development and Design Plan of IEC material development: simple plan with timeline.
• Brochure Design: draft brochure design followed by final design after incorporating the feedback.
• Monthly Reports: In-depth analysis of campaign performance, covering metrics such as reach, engagement, follower growth, and website traffic.
• Final Media campaign report, including impact assessment and listener feedback.

5.      Timeframe

The campaign will run for a period of six to eight months.

6.      Required Qualification and Experience

• A minimum of five years demonstrated experience in managing media campaigns, especially within the public sector or related fields.
• In-depth knowledge of preventative measures to address P/CVE and familiarity about related issues in Pakistan.
• Exceptional content creation skills, encompassing writing, graphic design, and video production.
• Proficiency in using social media management tools and analytics platforms.
• Capability to collaborate effectively with government partner’s communications team and other stakeholders.
• In case of firm, registered with SECP and relevant tax authority.

7.      HOW TO APPLY

At the bottom of this page

8.            Responsibilities of the Foundation

The Foundation will monitor and supervise the work and review progress of the work, provide regular technical support, and feedback and provide support when required.

9.            Intellectual Property

All information about this project reports, policy recommendations,and data, etc.) belonging to the client, which the service provider may come into contact within the performance of his/her duties under this partnership shall remain the property of The Asia Foundation-Pakistan who shall have exclusive rights over their use. Except for this assignment's purposes, the information shall not be disclosed to the public nor used in whatever form without the Foundation's written permission.

10.        Payment Modality

The awarded contract will be paid in Pakistani rupees (PKR) against the submission of the agreed deliverables as per the foundation's financial rules and payment conditions stipulated in the Service for Contract.

11.        Confidentiality and Safe Management of Portals

TAF expects that confidentiality and secure management of partners' portals will be required under this Contract. Any proprietary or confidential information will be clearly identified at the time of disclosure. The Contractor will exercise reasonable care in handling such information. Except as expressly authorized in writing by either party, the contractor shall, during the term of this Contract or at any time thereafter:

(a) Disclose any confidential or proprietary information about the assignment acquired during the performance of its duties under this assignment or

(b) Use any information obtained from the other party's files or business for personal gain or the benefit of any other person, firm, corporation, or organization.