Development of Girls Empowerment multi-platform branding strategy

Transcription

1 UNICEF Egypt Country Office (ECO) Terms of Reference (ToR) for Institutional Contract Development of Girls Empowerment multi-platform branding strategy 1. BACKGROUND In line with Egypt s Women s Empowerment Strategy 2030, Sustainable Development Goal 5 (SDG5), and UNICEF Country Program Document , girls equal and meaningful participation in the digital society is integral to girls empowerment in the 21st century. The focus on girls empowerment happens when a girl has self-belief and is supported by her family and community; when she's empowered with skills, ideas and knowledge; when she has access to services, role models and inspiring peers. When girls are visible and vocal, they have better chance to stay in school, to get healthcare, potentially discontinue harmful practices such as FGM/C, and to get married and have children when they choose, resulting potentially in containing the population growth. UNICEF is partnering with the government of Egypt to promote girls empowerment to inspire positive change for girls, provoking new conversations and giving different perspectives on the deeply entrenched beliefs and social norms holding girls back. Based on shifting the individual and collective perception of girls, the medium-term objective is to activate a critical mass supporting girls empowerment. The tactic proposed is to support the trend of positive change by engaging a coalition of people promoting girls empowerment and protection identified by a brand that potentially will facilitate the process to increase people confidence in their personal abilities to manage the risk of changing. A programme for girls empowerment based on digital literacy to enhance access to life skills for social inclusion -through access to information and participation- and potentially economic security will complement the multiplatform branding strategy. Digital literacy comprises a set of basic skills which include the use and production of digital media, information processing and retrieval, participation in social networks for creation and sharing of knowledge, and a wide range of professional computing skills. It aims to equip adolescent with key life skills and values that can bring about positive change in their life spectrum by capitalizing on the use of enabling technology, in particular information and communications technology, including social media that would enable them to discuss and engage with their peers on gender related issues, basic rights, self-reliance, self-expression, self-worth, and self-esteem. Consequently, UNICEF ECO is seeking to contract an institution to design a comprehensive multi-platform brand strategy focusing on changing the perception of adolescent girls within the Egyptian society. This assignment includes designing a brand and a brand positioning strategy, on line and off line content, activities and call to action. The brand representing the Initiative will come with a set of standard tools that could be freely utilized by any supporter of the proposed change, either individuals, civil society organizations or institutions. These tools include visual identity, opportunities of socialization and/or knowledge sharing and links to a network of services.tools such as sports activities, art, school clubs, community socialization hubs/forums, social media, music, radio drama, traditional media and more generally social marketing will be utilized to enhance the occurring change s visibility. UNICEF is building its expertise through global programmes to encourage girls empowerment, such as the Saleema Initiative in Sudan. This was the national strategy for FGM/C abandonment focusing on communication for social and behavioural change launched by the Government of Sudan with the support of UNICEF in More references: - Tostan : - Yegna: - Ni Nyampinga: 1

2 2. OBJECTIVES Overall Objective: Empower girls by provoking new conversations and giving different perspectives on the deeply entrenched beliefs and social norms holding girls back Specific Objectives: Activate a critical mass supporting girls empowerment Changing perceptions of girls roles in family and society Facilitate girls social inclusion opportunities Enhance girls voices at community, local and national level Utilizing a local community based brand to position girls empowerment as fundamental driver for community development Design and execute a digital platform as a medium to promote dialogue amongst youth, especially girls 3. SCOPE OF WORK The scope of this assignment is to design and produce communication and engagement tools to support a multiplatform brand designed to inspire positive change for girls. This assignment is expected to be completed in the following components: Conceptualize, test and roll-out a brand positioning strategy for adolescent girls empowerment. Identifying a symbol, name, word or a combination of these items to represent messages on adolescent girls empowerment; design and operationalize a brand positioning strategy, which is the process of positioning the brand in the mind of the target audience. This includes: determining the brand equity (positioning statement, tag line, and brand s unique values); identifying and applying the brand tools (naming, messaging, and visual identity); and putting in place the modality of community outreach (partnerships, campaigning, social marketing). Develop and roll out digital and social media platforms to engage and promote adolescent social innovators, in alignment with the UNICEF s digital literacy programme. Youth engagement through 20 on-the-ground community activities as concerts and murals in 5 governorates (Assiut, Sohag, Qena, Aswan, Cairo) to promote the multi-platform brand at community level by promoting socialization opportunities. This assignment is expected to be completed in three components: 1. Digital presence 2. Media presence 3. On the ground presence More details on what is expected at each phase are provided below. - APPROACH The strategy proposed is to support the trend of positive change by engaging a coalition of people promoting girls empowerment represented by a brand that potentially will facilitate the process to increase people confidence in their personal abilities to manage the risk of changing. Empowering youth to become agents of change in their community using a participatory approach to guide individuals and communities through a journey of change. Based on the above approach the company should produce; - Comprehensive branding package in Arabic and English containing; o The brand should be in Arabic based on local and community input 2

3 o Concept and rationale o Brand identity, value proposition, logo, design, positioning strategy o Brand Book and Visual Identity Standards Manual - Communication strategy based on the branding package that focuses on community engagement - Design and execute a digital platform including/entailing social media presence - Conceptualize and execute 20 on ground community activities in 5 governorates (Cairo, Aswan, Assuit, Sohag, Qena) The overall approach of this assignment should adhere to the following principles: - building on existing programmes/initiatives - strengthen possible synergies - develop context appropriate solutions informed by user needs - design for scale from the start The proposed intervention should target adolescents girls and boys (14 25) and potentially resonate to the whole society with a focus on marginalized communities. The multi-platform brand is expected to produce content, socialization and/or knowledge sharing opportunities and tools to be freely utilized by the community of girls empowerment supporters. Based on the proposed methodology, the selected institution will be in charge to design and produce the brand different communication platforms which include: - digital platform for engagement and communication - social media, including video blogging - personal testimonials - branding using social marketing techniques - alliance with popular spokesperson/s (celebrities and influencers) to support the brand All content, and formats must be pre-tested using participatory techniques such as the participatory rural appraisal. All deliverables must be produced with the highest quality production and are subject to revision by UNICEF and government counterparts. 4. Sustainability It is important to note that when designing the strategy, a sustainability plan must be included focusing on; coordination between different stakeholders; brand positioning in the local context; network & partnership building; institutionalize knowledge sharing opportunities with media, civil society, institutional partners and private sector by offering knowledge sharing opportunities customized for different stakeholders the platform designed should have a vision to leverage on coordination with stakeholders to create value (like ministries, national councils, youth volunteers, etc.) as well as integrating it in existing systems and networks 5. DUTY STATION: Cairo, Egypt 6. ASSIGNMENT AND DELIVERABLES: Key Tasks Expected Deliverables 3

4 1) Designing a multiplatform brand strategy including testing Deliverable 1 Design a brand using participatory mechanisms Deliverable 2 Design comprehensive multiplatform brand strategy and national dissemination plan Deliverable 3 Testing of brand and strategy in 2 governorates (to be selected from 4 governorates (Assuit, Aswan, Qena, Sohag) through 10 focus groups Deliverable 4 Online advertisement and promotion of the brand (on weekly basis for 24 months) to reach at least 1,000,000 fans Deliverable 5 Identify and reach out to at least 3 high profile ambassadors to support the initiative during relevant public events for a minimum period of 24 months as well as prepare them with main messages to be used on digital media 2) Brand positioning activities: Community based activities (including concerts, murals, celebrations based on the positioning strategy). Deliverable 6 Identifying and reach out at least 15 social media influencers to support the initiative for at least 24 months Deliverable 7 Conceptualize, identify and implement 20 on-ground community activities in 5 governorates through a phased approach (including public concerts, murals, and celebrations based on the positioning strategy) each targeting 1000 youths in targeted governorates (Assiut, Sohag, Qena and Aswan, Cairo) Deliverable 8 The hired institution will be expected to incorporate at least the costs of: - 20 venues in 5 selected governorates (Assiut, Sohag, Qena and Aswan, Cairo) including any logistical support required (sound, light,..etc.), - Branding of 20 events (posters, flyers,..etc.) - Invitations - 20,000 branded giveaways - Visual documentation for each event (videography and photography) and one compiled 3-4 minutes video of the events 3) Design multimedia digital platform Deliverable 9 Develop and test a digital platform (blog /website/social media/mobile application) that is mobile friendly based 4

5 4) Producing content for multimedia and generating human stories Deliverable 10 The institution will be responsible for developing content, translation and editing of the human-interest stories including travel costs for content developer and will include a team of experts including; content developers, professional photographers, professional videographers, and editors that will be requested to travel locally to the targeted governorates on regular basis to provide the following for the content needed for the digital media platform; - 80 human interest stories for on line use and social media distribution - 50 human interest stories from the field professional photos from the field - 20 short digital videos from the field - design and production of a booklet of all the collected human interest stories translation of all the above in English (including text and subtitling of short videos and voice overs) Deliverable 10 Content management for digital media platform for 24 months Deliverable 11 Capacity building for a pool of at least 100 volunteers on content production and management as one of the sustainability mechanisms 7. DURATION OF ASSIGNMENT: total duration is 36 months Deadlines of specific deliverables (not the overall project); - 3 months for developing brand identity and strategy - 15 days for testing branding months to design and develop digital platform - 24 months for content production - 24 months for content management - 2 months capacity building - 3 months for activations activities at community level 8. QUALIFICATIONS/SPECIALIZED KNOWLEDGE REQUIRED FOR ASSIGNMENT: At least 10 years of marketing, communication and brand development At least 5 years experience in developing digital platforms At least 5 years experience in social media marketing and trends Previous experience in working with youth, international agencies and governmental institutions Strong expertise in gender related issues 9. PROPOSED PAYMENT SCHEDULE upon completion of deliverables (36 months): 5

6 Deliverable Year 1 Year 2 Year 3 Total budget (%) Designing brand identity and brand positioning strategy including testing 10% 10% Online promotion 6% 4% 10% Content for multimedia and generating human stories Brand positioning activities: Community based activities 10. REPORTING REQUIREMENTS: Monthly update on the production status Annual report Final Report 20% 20% 40% 20% 20% 40% 11 REQUIREMENTS FOR SUBMISSION OF PROPOSAL: Technical proposal including the following: Creative concept of the multi-platform brand and content strategy including the creative concept for the multiplatform content production mechanisms/strategy Concept and methodology of the digital platform Work plan including key milestones and timeline of main activities Institutional portfolio highlighting similar or relevant assignments related and/or experience in the Egypt or the MENA region. Profile of team and consultants including CVs One or two samples of previous relevant work/reference (branding and digital platform) Financial proposal should include the following: Financial offer and detailed budget based on the tasks and deliverables described above 12. EVALUATION CRITERIA: Concept note show understanding of local context and outline of content and interactive modalities (30 points) Quality of previous similar examples (15 points) Work plan includes clear timeline and milestones (15 points) Company portfolio and profile of team and consultants (20 points) Competitive price (20 points) 13. ETHICAL AND OTHER CONSIDERATIONS: As this project involves a research component, the selected institution will be expected to abide by UNICEF s guidelines on the ethical considerations with regard to research on children. Specific guidelines may be found in the compendium on Ethical Research Involving Children (ERIC). UNICEF must also hold the copyrights to any materials created over the course of this assignment. 6