Consultancy: Documentation of Case Studies on Social Media Marketing on Breastmilk Substitutes (BMS) in Cambodia

World Vision is a global community, working together for the one purpose – to bring about positive change in the lives of the world’s most vulnerable children. People are inspired to work for us because they want to contribute to making a difference. We are part of an international team, using our talent, determination and influence to invest in a better tomorrow.

Together, we are:

• 50,000 dedicated and passionate staff and volunteers
• 10 million committed supporters who are changing lives
• 100 million people as a part of World Vision’s supported communities

Are you ready to be a change-maker?

Our Cambodia Office is seeking for a consultant/firm for the following consultancy: Documentation of Case Studies on Social Media Marketing on Breastmilk Substitutes (BMS) in Cambodia.

Background:

Despite impressive achievement in the 90’s and early 2000’s, the percentage of children in Cambodia exclusively breastfed for the first 6 months of their lives decreased from 2010 to 2014. Relentless campaigning efforts to promote BMS products have affected the way families think about the benefits of breastfeeding. The rise of social media in Cambodia has opened new channels for BMS companies to influence Cambodian citizens and pregnant women and mothers are targeted by online marketing on formula milk. Influencers with large social media followings have developed partnerships with BMS companies and are making regular posts about formula milk.

Deliverables:

The overall objective of the assignment is to document misleading and inappropriate marketing practices on social media of infant formula and other breastmilk substitutes, and especially:

1. Description of 6 to 8 types of misleading and/or inappropriate marketing practices on social media of infant formula and other breastmilk substitutes that undermine breastfeeding in Cambodia.

2. For each type of misleading and inappropriate marketing practices, the consultant will present one detailed case study illustrating the practice.

3. Testimonies from pregnant women or mothers of children under 2 showing that the practices described are confusing or misleading them, or are undermining their willingness to breastfeed.

4. 3 to 5 case studies (stories or activities) of citizens, decision makers or celebrities promoting exclusive breastfeeding on social media in Cambodia.

The consultant will deliver a report. The outline and content of this report will be finalized during the consultancy based on the result of the initial research on social media, the recommendations from the consultant and following discussion with WVI-C.

Requirements:

The candidates will be evaluated based on the following criteria:

• Significant experience in related fields (journalism, policy, advocacy, communications, nutrition or public health)
• Proven track record carrying similar work of research, analysis and writing of case studies, reports or policy documents
• Fluent in Khmer and strong writing skills in English
• Experience working on the thematic of nutrition or maternal and child health.

• Good understanding of the thematic of exclusive breastfeeding, BMS marketing and related legal and policy framework would be a plus.

• Good understanding of social media and marketing would be a plus