Terms of Reference for Developing and Airing Enter-educative Drama Series, Jingle and Promo/TVC Prevention of Violence AGAINST WOMEN (VAW) and Engaging Men and boys to stop VAW Primary Audience: Urban Audience Secondary Audience: Rural population Tertiary Audience: Policy Makers and Media personnel Electronic TV Channels (who has production house and production house who has linkage for airing) Product: 1. Drama Series 2. Promo/TVC 3. Jingle 4. Broadcasting and telecasting Introduction: Mass media plays a powerful and vital role in influencing awareness level leading to changes in attitudes and behaviors of human being, which helps to inculcate positive values and norms. Keeping this view in mind, UNFPA has been supporting the Government of Bangladesh (GOB) in improving the women s status and prevention of Violence against Women (VAW), which is a very serious socio-cultural-economic problem in Bangladesh. The intervention areas of UNFPA Gender components include: gender equity and equality, gender-based violence, encouraging men and boys participation in prevention of Gender Based Violence (GBV). Justification 1. Drama series: Drama Series popularized by satellite TV has created a niche audience mostly urban mass. Enter-educative film/drama designed and produced with quality, can be of immense value for launching concerted education campaigns. It is often seen that the gatekeepers of the rural society have a close affinity towards the urban life. It has also been observed that the gatekeepers of the society are often influenced by the regular soap (starlight drama series) that they watch. It has significant implication in creating a preference, which affects their judgment & regular practices. More often than not, even in rural communities, field-based shows have generated public participation. Good quality and entertainment based films/drama engage, involve, and leave imprints on audiences (people). Similarly, even in urban settings, popular format films/drama and family oriented TV spots have created a new-age communication compulsion for broadcasters and advertisers. A clear, facts-based, and engaging film/tv drama gradually, but surely makes an impressionable impact on audiences leading to behavioral changes. 1
2. Jingle Jingle has been massively popularized, due to the popularization of Government and Private Radio channels and their significant and increasing investment on innovative programming,. Massive use of cell phone, the FM has been very popular in the urban mass. This is especially popular among the young generations & students. All these audiences cluster is our focus & target audience for this venture. We strongly believe that they would be the initiator to trickle down the effect of this motivating campaign. Supposedly this will bring positive behavioral change among the mass. 3. Promo/TVC In addition to that Promo/TVC has active role in attracting people towards a theme and branding of the product. Maximum dissemination of the promo will encourage our target group to motivate themselves, to see the series, which will help them to understand the theme and to change their behavior towards prevention of Gender based violence. Airing Earlier, it was mentioned that mass media specially TV and Radio has an effective role in influencing people s behavior and raised awareness through entertainment. So, dissemination of messages using enter-educative drama, jingles and promote, through TV and Radio is an effective tool to attract and accept a huge population on new issues. This will lead people to be self motivated and act for social development. In terms of awareness raising on prevention of Violence against Women, TV and radio can play a vital role for wide geographical and population coverage for disseminating messages. Effectiveness in awareness raising and behavioral changes on prevention of violence against women, requires specific and comprehensive interventions as well as wide coverage, scale and intensity... UNFPA has been supporting motivational/awareness raising programme for the community people for creating enable environment to improve their knowledge on their human rights in general and women s rights in particular. UNFPA also has been sensitizing community leaders, gate keepers and influential leaders for extending their support in establishing their rights, gender equality and equity and prevention of VAW from the society. The target beneficiaries for such programs primarily include the disadvantaged urban and rural poor including women and men, girls and boys. The Objective of the drama series/jingle and promo/tvc are: i) To create a friendly environment to get access to human rights and women rights ii) To raise knowledge level of the people leading to behavioral changes in a targeted manner for men, women, youth, adolescents (girls and boys), iii) To make change in the patriarchal society and break the socially constructed rules and attitude towards women. iv) To stop all forms of Violence Against Women and ensure gender equality and equity following cultural sensitivity and changes in the people s mind set which is inherited and remains as a big challenge at all level v) To show the consequences of violence of women on the development initiative vi) To show the impact of violence of women on society 2
UNFPA wishes to produce a drama series. 21 episodes which will be telecasted once a week starting from 1 September 2011 to 31 December 2011. These drama series which delivers correct messages and generate a shift in mindset on prevention of gender based violence and child marriage, with special focus on engaging men and boys to stop violence against women through enter-educative manner. In order to support national issues, UNFPA wishes to conduct campaign on the issue of violence against women to raise awareness of people. As a means of campaign the messages could be delivered through private TV/radio channels cover the whole Bangladesh, with special target to reach young people along with general people. The following outline is designed to assist the concerned media agencies to come up with proposals for dissemination of such radio message: UNFPA also wishes to produce a jingle and promo in line with the drama series, which will be simultaneously broadcasted and telecasted from 1 September to December 30. The jingle and promo that would deliver correct messages and generate a shift in mindset on prevention of violence against women. Dissemination objectives: To disseminate the theme message to a wide range of population Raising awareness about importance of the human rights and women rights issues Encourage people to change their mind-set towards gender stereo-type role Motivate people to act as a social leader to eliminate all forms of violence from our society To trigger and influence policy makers to give attention for establishing women policy to get their rights Encourage community leaders to disseminate messages for participating mass people in the census. The Key Focus/content of the drama/jingle and promo will highlight the following: 1. Different forms of Violence in Bangladesh (physical, sexual and psychological) 2. Men and boys as the key actors to end VAW. 3. Role of family members specially the male family members on the decisions regarding women s opportunities that positively contributes for their development. 4. Lack of security of young women & girls in the society. 5. Work place harassment in various level & sectors. 6. Educational institutional level harassment of girls students 7. Struggle of a women in the process of empowerment 8. Equal rights issues in household & society 9. Role of men and boys on women s life and the ultimate benefit for the family and the society at large. 10. Reflect on the small modification & changes of attitude and point of view of the society & individual, which can stop the regular mishaps & sufferings of women & girls in the society. 3
Scope of Work The finally selected agency will have to design a comprehensive campaign for 6 months, which will include: Develop an innovative logo and slogan for the prevention of VAW, which will be used in the drama/jingle/tvc Develop a communication plan including setting of objectives and strategies Propose target /audience specific products with detailed in the background chapter and rationale with media plan including proposed channel of communication Propose roll out/execution plan of the campaign and suggest implementing partners Develop plan for campaign implementation methodology with indicating roles of implementing partners and also ensure Public Private Partnership (PPP) for sustainability and ownership of the campaign Mention possible resource mobilization plan (HR, Logistics and financial), advise on the monitoring and evaluation plan for assessing the impact of the National FP Campaign Propose an estimated budget (by category/ thematic group) for entire implementation of the campaign. (for airing, Bangladesh Betar and Bangladesh Television will not charge any cost, hence the related cost should be excluded from the financial proposal.) The selected organization will be responsible for completing the whole process of designing the campaign as stipulated in the methodology section below. Methodology for Drama series, jingle and TVC/promo The production of the drama, promo and jingle will need primary and secondary research on both the content. It is expected that a review of the existing film/drama that was developed by UNFPA should be in place. It is essential to avoid duplication and come up with new ideas. The consulting firms will propose a sound methodology for the research leading to the development of the scripts and the production itself. The methodology has to take into consideration the latest social communication and behavioral change theories and practices for making the production more relevant and effective. Production Technicalities Drama: 20-25 minutes duration of each series Should be done in Beta-format Transfers have to be done to VHS, DVD and VCD formats. The TVC duration is 30-40 seconds and should be done in Beta format Transfers have to be done to VHS, DVD and VCD formats. The jingle duration is 50-60 seconds and should be done in DVD and CD During production process all necessary lighting, camera & others technical equipments have to be used to ensure the maximum quality. 4
Methodology of Airing/Broad casting of TVC/Promo/Jingles Deliverables: Broadcasting/telecasting of TV series/promo/radio message (which is already produced and CD/DVD will be produced by the selected agency) Duration: 30 seconds. Frequency of dissemination of message : 16 times per day 8 peak time and 8 normal time. Period: It would be linked with the dissemination of drama series Area of coverage for broadcast : Dhaka and the area covered by FM Band Time of broad cast: Morning 8-9 am, Afternoon: 2-3 pm, Evening: 7-8 pm, Night 10-11 Starting date: During the drama series broadcasting Deliverables: Selected agencies will be required to deliver the followings: Master copies of the full drama series and TVC/promo 20 copies Beta cams DVDs 20 and VCDs - 20 Pre-requisite of the applying agencies and responsibilities; An agency/media house with atleast 5 years expertise in producing films/ drama/serials in the areas of social communication Working experience in Gender/VAW reproductive health, reproductive rights related issues Experience in producing package series drama for starlight TV channels Responsibilities will include formative research, design, and production of the drama Capacity to engage the A graded (popular film actor/actress) Telecasting / broadcasting experience Technical Proposal to include: Details of technical production processes and schedule Script outline (both in Bangla and in English), with clear-cut captioned messages being depicted in each scene Experiences of performing similar kind of task (list and background of Production team and agencies) Familiar, popular and young Cinema and TV Artists (A grade) mentioned in the proposal as key players and proposed actors/actresses who would appear in the drama will be mentioned Electronic TV Channels/production house should submit and mention clearly about airing time of the series drama. Provision of telecasting/broadcasting details & schedules 5
Presentation of Financial Proposal to include: Total Production Cost including research, workshops and technical committee meeting for finalizing the script Cost by each budget line Assessment and Selection of Proposals: The proposals, both technical and financial, will be evaluated by a group of professionally qualified reviewers with media expertise. The criteria for selection include: Clarity, Creativity, comprehensiveness and coherence in presentation of technical proposal - 10 Story outline and message dissemination technique, climax orientated message creation and connection with the audience: 15 points Delineation of production processes detailing formative research - 10 Work plan/time line: 5 points Previous experiences of the agency/organization concerned on the social communication/development works: 10 points Quality and credentials of Production Team - 5 Script writer 5 Drama Director: 10 points Artists proposed (Film/TV renowned young actors and actresses): 30 The Financial Proposal will be opened only for the agencies who qualify for the Technical Proposal. The Financial Offer should contain the following major heads with details: 1. Technical 2. Logistics 3. Personnel 4. Planning Workshops (3), Maximum 15 participants in each workshop and proposed to be organized either at the venue in consultation with UNFPA and 5. Technical Committee Meeting (2) with the Government for finalization of script and the drama 6. Transfer cost/copying charges 7. Agency Commission/overhead (10%) 8. CD/VAT if any (Payment of CDVAT will be the responsibility of the selected vendor/organization). The financial proposals will be judged based on the following criteria: Cost proposal submitted cites specific rates (in Taka) by each major items; and Relevance and consistency with technical proposal. No agency will commence the work until the final selection and signing of the contract. The agency with which contract will be signed shall abide by all the terms and conditions and ensure timely and satisfactory completion of the assigned tasks. 6
TIMEFRAME and Deliverables Time-frame: The production has to be delivered within three-months from the time of signing the contract. The contracted agency will have to submit a detailed time-line for the production at the start of the production. Reporting: The selected vendor/organization have to submit monthly progress report to UNFPA Focal point. EVALUATION: From the time the bids are opened to the time the contract is awarded, if the selected organization/organizations wishes to contact UNFPA on any matter related to proposal, it should do so in writing. Any effort by the organization/organizations to influence UNFPA in the evaluation, proposal comparison or contract award decisions may result in the rejection of the proposal. The evaluation committee appointed by UNFPA as a whole, and each of its members individually, evaluates the proposals on the basis of their responsiveness to the TOR, applying the evaluation criteria and point system. Each responsive proposal will be given a technical score. A proposal shall be rejected at this stage if it does not respond to important aspect of the TOR or if it fails to achieve the minimum technical score. It is to be mentioned here that the scores of the technical and financial proposal are seventy and thirty respectively. The technically qualified financial proposals of organization/organizations will only be opened and considered for further evaluation AWARD OF CONTRACT: - The contract will be awarded to organizations following completion of all evaluations including negotiations if necessary. - The selected organization/organizations is/are expected to commence the assignment on the date and at the location as specified in the TOR CONFIDENTIALITY: - Information related to evaluation of proposals and recommendations concerning awards shall not be disclosed to the organization/organizations that submitted the proposals or to other persons not officially concerned with the process, until the finally selected organization/organizations has been awarded the contract. 7