Media Campaign in Jordan

1. Background Information and Rationale

1.1 Introduction

EuroMed Feminist Initiative (EFI) is a policy network that provides expertise in the field of gender equality, democracy building and citizenship, and advocates for political solutions to all conflicts, and peoples´ rights to self-determination. EFI Headquarters are in Paris, with offices in Amman, Beirut and Erbil.

EFI in partnership with Business Development Centre (BDC), and Tamkeen are implementing in Jordan a second phase of Madad for Women program, titled “Towards stronger economic participation of women in Jordan” funded by the European Union (EU) Regional Trust Fund in Response to the Syrian Crises, the “EU Madad Fund”. The overall objective is to contribute to women´s economic participation at the labour market.

1.2 Scope and Objectives of the Media Campaign

The campaign is targeting women, and men, including Syrian refugees and Jordanian host communities living in Ain Al Basha, Ajloun, Azraq city, East Amman, Irbid, Jerash, Karak, Ramtha, and Zarqa.

The campaign shall address division of household tasks and how social expectations that women should take care of all the household chores (cooking, cleaning, caring for children, etc.) are still a major barrier to their participation at the labour market, while men’s contribution to household chores is still negligible, regardless of women’s work status.

Please note that all materials should be developed and delivered in both Arabic and English.

The national media campaign is expected to achieve the following key objective:

To raise the awareness of local communities about the importance of more equal division of labour between women and men as a precondition for the prosperity of the families and enabling factor for women’s economic participation.

stereotypes linked to traditional roles of women and men are considered as one of the key social and cultural obstacles to women’s access to labour market. They are based on socially constructed norms, practices and beliefs that reflect underlying power relations. Negative stereotypes hinder women’s ability to fulfil their potential by limiting their choices and opportunities. The campaign is aiming to challenge preconceptions and stereotypes related to women´s roles and abilities, and commitment and leadership style at workplace. The campaign will raise awareness about women’s rights and their equal participation in the labour market which contributes to the wellbeing of the whole economic development. The importance of division of labour inside and outside the household will be highlighted by presenting positive examples of men and women equally sharing their household responsibilities. **

Targeted Audience:

1. General public and local communities

2. Women and men in project targeted locations: in Ain Al Basha, Ajloun, Azraq city, East Amman, Irbid, Jerash, Karak, Ramtha, and Zarqa.

3. Civil society organisations (CSOs) and networks (particularly women rights and human rights organisations), grassroots Community Based Organisations (CBOs), activists and community leaders

The objective should be achieved through the whole campaign period.

Methodology:

1. Press conference to announce the media campaign and its main messages. This will ensure local newspapers, TV stations, and websites cover the media campaigns and make them more visible to the public.

2. Social media campaign: reaching [not less than 50,000 engagements] Syrian women and Jordanian women and men in the hosting communities living in the nine targeted project locations: Ain Al Basha, Ajloun, Azraq city, East Amman, Irbid, Jerash, Karak, Ramtha, and Zarqa

3. Design, print, and distribute 8000 brochures on women’s labour rights in targeted locations

4. Design, production and media booking of 2m2 Billboards [for at least four weeks] in 10 selected spots in the nine targeted locations which will ensure maximum outreach. The messages will focus on combating gender stereotyping and promote shared domestic responsibilities between women and men.

5. Production of one short documentary video to document success stories providing examples of equal share of household responsibilities and the positive impact this have on women, men and families

6. Production of one animated/ infographic video about how traditional roles of women and men limit the opportunities for both women and men and the importance of better integration of men in domestic life and childcare.

7. Diversified radio spots and TV segments to discuss the benefits and best approaches to challenge gender roles and stereotyping.

8. Messages to be sent to targeted audience using SMS and WhatsApp

All designed posts and contents, including videos, social media posts and messages shall be developed with the EFI’s communication department, including the project communication team from BDC and Tamkeen, and in line with EFI and EU MADAD guidelines.

1.3 SCOPE OF THE MEDIA CAMPAIGN

Specific tasks and services requested:

1. Develop a media campaign proposal.

2. Develop a creative name and key messages carrying out specific objectives of the campaign, with an inspiring call to support the women rights to work and to challenge common perceptions of women traditional roles (up to three key messages can be submitted).

3. Develop a creative concept for the videos and info-graphs

4. Develop creative designs for the social media posts.

5. Provide billboard designs promoting key messages of the media campaign.

6. Design, print of and distribute 8000 brochures.

7. Provide reports on the campaign on a weekly basis.

2. TIMELINE AND GEOGRAPHIC LOCATION

The contracted company is expected to start the preparations and planning on 1 July 2022 with EFI and its partners.

The campaign is expected to be carried out during 1 October 2022 until 31 December 2022

The campaign activities must be implemented on national level and in all of the project targeted locations: Ain Al Basha, Ajloun, Azraq city, East Amman, Irbid, Jerash, Karak, Ramtha and Zarqa.

3. METHODOLOGY AND WORK PLAN

3.1. Methodology

Interested agencies should submit a creative proposal by 15 May 2022 with a suggested methodological approach to design and implement the campaign objectives.

3.2. Work plan and phases:

The service provider shall provide a detailed plan in accordance with Annex 1 that shall cover the following areas:

1. Design of the campaign proposal and methodology.

2. Detailed implementation plan of the media campaign.

3. Final Evaluation, reporting, and documentation of the outcomes of the media campaign.

4. SUBMISSION OF TECHNICAL PROPOSAL AND ASSESSMENT CRITERIA

4.1. Interested agencies must submit the following documents:

1. Expertise in designing and implementing media campaigns. The service provider shall have at least 2 years of experience in the executions of similar campaigns. A list of the most recent produced campaigns related to women rights or similar activity to be submitted alongside the offer, including the contact details of the references.

2. Proposal submission in English.

3. CVs of the staff or experts with at least six years of experience in Media and Advocacy.

The content of the proposal should include the following sections as a minimum:

A) Detailed proposal on the development of the media campaign strategy and methodological approach to the implementation.

B) Detailed implementation plan

C) Detailed budget proposal.

4.2. Assessment Criteria

Applications received will be assessed according to the following criteria and standards:

CRITERION 1: Technical quality of the proposal and methodology (maximum 5 points out of 10 for the Application as a whole. Minimum of 3 points).

CRITERION 2: Professional profile and experience of the selected staff and experts (maximum 2 points out of 10 for the Application as a whole).

CRITERION 3: Budget proposal (maximum 3 point out of 10 for the Application as a whole).

The submission of the proposal:

The proposal must be submitted in English by email to:

[email protected] indicating the reference: “Towards stronger economic participation of women in Jordan media campaign”.

The deadline for submission of proposals is 15 May 2022.

A hearing session will be conducted with the shortlisted service providers on 1 June 2022.