Terms of Reference Impact Evaluation #OpenUpGaza campaign

Terms of Reference Impact Evaluation #OpenUpGaza campaign

21 December 2022

Background

Oxfam in the OPT, together with Humanitarian Country Team, UN agencies, Palestinian and international Non-Governmental Organisations, implemented the #OpenUpGaza15 campaign throughout the month of June 2022 (and beyond). The campaign was launched to mark the 15th anniversary of the blockade and raising awareness on its impact on youth living in a permanent state of siege.

The #OpenUpGaza15 campaign was organised to challenge the illegality of the blockade, exposing the Israeli security pretext, creating a narrative shift and mobilising global youth movements and politicians to push their governments to take affirmative action aiming to challenge the blockade. Key messages were developed to raise awareness specifically on the impact of the crippling blockade on young men and women, their potential and stories, connected to a wide range of thematic areas, such as water, energy, art, play and environment.

The campaign was unbranded, however, a specific logo was developed to unite the different actors. There was different level of engagement at the UN, INGO, NGO and private sector level, and international reach through social and traditional media outlets.

Scope:

Oxfam is looking for an experienced campaign evaluation specialist to conduct a 360-degree evaluation of the #OpenUpGaza15 campaign conducted between 1 – 22 June 2022.

The scope of the evaluation will be to assess the outcomes and impact of the campaign and develop a set of recommendations for future campaigns.

Collate, analysis, and evaluate the outcomes, associated impacts and contribution of the campaign activities. This should include but not limited to:

• Social media and traditional media,
• The launch event in Gaza and the associated media around the launch event,
• Levels of engagement with stakeholders and associated impact of their engagement (in country and internationally),
• Any significant specific outputs or outcomes that led to a meaningful impact.
• Any backlash to the campaign.
• Collaborative working (internally/with stakeholders)

Identify lessons learned that can improve future plans:

• Recommend influencing – including communication and campaigning- strategies that can increase the impact of future campaigning efforts.
• Propose measurable indicators and means of verification for future evaluations of the #OpenUpGaza15 campaign.

The Evaluation:

The evaluation methodology should include:

• Desk reviews of documents (e.g. #OpenUpGaza15 Strategy, Press releases, Campaign MEAL report, social media posts, etc);
• Feedback from relevant stakeholders and partners (eg. through semi-structured interviews with a mix of targeted decision makers, media, allies/partners and key staff); with a possible differentiation between those that decide to be involved and those that did not.
• In-depth analysis of media and social media reach and coverage;
• Key informant interviews – structured and semi -structured; online interviews with participants and stakeholders; focus group discussions and internet-based surveys.

Guidance on the Content of the Evaluation:

• Feedback on the perceptions of campaign actors, participants and stakeholders in terms of the campaign aims, objectives, activities, approach and communications channels – with recommendations for future changes.
• Mapping of campaign actors, participants and stakeholders, and of the main outcomes and impact achieved to date.
• An assessment of the effectiveness of the available campaign tools – such as the website, social media accounts, template media releases, guidelines, videos and other resources.
• An assessment of the overall impact and relevance of the campaign messaging and brand coherence.
• An assessment of the impact of the campaign strategy, outcomes and main campaign activities – particularly the social media campaign, launch event and media plan.
• Recommendations for future campaign activities with a particular focus on collective campaigns work together with Humanitarian Country Team, UN agencies, Palestinian and international Non-Governmental Organisations

Expected output of the evaluation

The final evaluation report should be presented as a Microsoft Word document, in English, and with a maximum of 20-25 pages (including any graphs and figures).

The report should include:

• Executive Summary
• Purpose and Scope
• Methodology
• Results
• Analysis
• Recommendations
• Annexes: (not included in the page limit)

The consultant will be required to develop a presentation of campaign evaluation to present to the Oxfam country team, as well as to the Humanitarian Country Team, UN agencies, Palestinian and international Non-Governmental Organizations

Terms and Timeframe

The consultancy will be for a period of 6-8 weeks, with a final report submitted not later than 16th March.

Guidance on the timeline:

Desk review – 3 days

Development and Submission of Methodology – 3 days

Review Final methodology – 1 day

Assessment – 15 – 17 days

Analysis and draft reporting – 3 – 5 days

Final report and presentation – 3 days.

Specification

• Demonstrable international experience and expertise in conducting evaluations of humanitarian campaigns in crisis context, including communications elements, preferably with UN and/or INGO’s
• Demonstrable knowledge in international relations, sociology and/or (social) media analyses.
• Excellent written and verbal communication skills with oral and written fluency in English.
• Excellent interpersonal skills and an ability to communicate effectively with a wide range of audiences in terms of status, geography and cultural background.
• Committed team player with excellent organisational skills and the ability to plan, prioritise and manage time and varied workloads.
• Strong organization and digital media skills

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