Consultancy- Design and implementation of public awareness raising campaign

Design and Implementation of public awareness raising campaign

Position Title:	Multimedia consultant for the design and implementation of public awareness raising campaign
Location:	Ninewa (Sinjar, Baaj, Hamdanya districts) and Al-Anbar Governorates (Habaniyah and Karma districts)
Reporting to:	Economic and Climate Justice Leads  Policy, Advocacy and Communications Manager
Languages required	English and Arabic
Duration:	90 calendar days

 

1. Background
   • Oxfam in Iraq:

Oxfam is an international confederation, counting 21 organizations working together with partners and local communities in more than 90 countries.

Oxfam has been working in Iraq since the 1990s with both an expanding and contracting presence. In 2014, Oxfam established its first office in Kalar when the conflict with ISIS began, and the country was thrown into a new humanitarian crisis in an already fragile context. Oxfam in Iraq is amongst the largest NGOs operating in the country.

Oxfam in Iraq envisions climate justice in a way that is feminist, equal, and free from conflict, promoting human rights, and expanding civic space. Oxfam supports equitable socio-economic transformation, inclusive and accountable climate governance, and climate adaptation and resilience measures which protect those who are highly vulnerable and most exposed to the climate consequences. Raising public awareness is one of the key measures to apply Oxfam’s green vision. Therefore, this knowledge empowers individuals and communities to take proactive measures to adapt to the changing climate and mitigate its negative effects on the short, medium, and long term. Awareness campaigns can educate people about sustainable practices for natural resources conservation, such as water conservation, which can help influence positive behavior change, adopt new practices, and build resilience against climate-related disasters.

 

• Scope of the project:

 

Funded by GIZ, Oxfam in Iraq is implementing a project in Ninewa and Al Anbar governorates of Federal Iraq to promote public awareness on the potential and negative effects of climate change on local natural resources and livelihoods.

 

Iraq is among the countries most affected by and most vulnerable to climate change globally and is the fifth most vulnerable to reduced water and food availability, extreme temperatures, and associated health problems . It is one of four countries that depend on the Euphrates–Tigris River basin for its water supply, which over recent years has experienced high levels of water stress and environmental degradation, resulting in increased water scarcity for countries dependent on it, including Iraq . With the impacts of climate change, drought in the area continues to increase in duration and intensity, together with growing desertification and more frequent sandstorms and flash floods, all of which affect agricultural yields .

As the public narrative on conflict in Iraq is receding; more attention is being directed towards topics including education, economy and corruption, as well as the growing public interest in issues related to climate change, especially with the immediate impacts that are notably increasing year after year, such as water scarcity and sandstorms. There is a belief amongst the Iraqi public that the government and local authorities are aiming to improve the management of environmental issues and crisis related to climate change.

 

Al-Anbar Governorate:

 

Anbar is the largest of Iraq’s governorates and one of its most sparsely populated. The governorate is made up of seven districts: Ana, Fallujah, Haditha, Heet, al-Qaim, Ramadi, and al-Rutba, and borders three neighbouring countries, Syria, Jordan, and Saudi Arabia. The capital city of Anbar is Ramadi. As of 2019, the estimated population of Anbar is 1,818,318 people. The governorate is predominately inhabited by Sunni Arabs . Anbar leads the unemployment rate for youth aged 15-24 in Iraq at 33.3%  following the ISIS occupation, which led to the widespread destruction of infrastructure, markets, and factories, and minimal support to businesses that might create job opportunities for young people.

 

Ninewa Governorate:

 

Ninewa hosts 1.77 million returnees out of the 4.60 million returnees in Iraq (38% of the total), making it the governorate with the highest number of returnees in the country. Ten percent of these returnees live in locations ranked as having high severity conditions, whilst 32 percent live in medium severity locations and 58 percent live in low severity locations. The districts of Sinjar and Telafar host the largest number of individuals who have returned to high severity conditions. In Sinjar in particular, nearly all locations with returnees are categorised as high severity, with no returnees found to be living in low severity conditions. Given the large presence of non-camp based IDPs, one out of every four locations in Ninewa hosts both IDPs and returnees, increasing the pressure on meeting basic needs and resources for recovery. Multiple locations in Mosul and Sinjar, for instance, currently host more IDPs than returnees.

 

• Oxfam current study on public awareness and knowledge on climate change

 

The main objective of this ongoing research is to assess the public awareness, knowledge, concerns and interests about climate change, understand where the public receives information on topics such as climate change and what information channels they trust and perceive as reliable. The analysis of the findings of this research will be the base of the awareness strategy and campaign.

 

 

2. Assignement

 

2.1. Objectives:

 

Within the project scope, Oxfam in Iraq is seeking a consultant with experience in advocacy and campaigning, content creation and multimedia and communications to implement one public awareness raising campaign on the priority topics identified in Oxfam’s research on climate change public awareness and knowledge (above mentioned in section 1.3.). The campaign will target audience groups directly in Anbar (Habaniyah and Karma) and Ninewa (Sinjar, Baaj, and Hamdaniah), and indirectly in Federal Iraq.

Based on the findings of the abovementioned research and strategic campaigning priorities, the main objective of the current assignment is to:

 

1. Develop a focused campaign strategy and communication strategy including, but not limited to:

• Clear objectives and outcome
• Key messages related to the characteristics and needs of the intended audience.
• Create the campaign’s content (audio, visual, printed, etc.). Plan to cover the actors if needed, place rental if needed, photography, video shooting, voice over and studio rental, editing and finalisation of all the content. The materials are expected to be tailored, creative, and produced in high-definition quality in Arabic (Iraqi dialect, with English translation).
• Clear dissemination plan for two months.
• Monitoring plan with clear indicators.

 

1. Create the content of the campaign (audio, visual, printed etc.)– One theme is to be adopted.

 

1. Map and identify media channels (priority to local and national for a better reach and impact): Determine which media channels are most effective for reaching targeted audience. The strategy should include a mix of traditional media (TV, radio, newspapers, brochures, billboards, LED boards,educational products etc.) and digital media (varied social media applications, websites, online publication platforms such as news and magazines websites).

 

1. Ensured effective dissemination of the campaign products, including dissemination for two months. The sponsored option is encouraged to increase reach and targeting, especially at the district level. The consultant is expected to cover all aspects of coordination and any payment related to that.

 

1. Monitor, Measure and report: Track the performance of the campaign in real-time. Monitor metrics such as reach, engagement, website traffic, and conversions. The numbers tracked and reported to Oxfam will be used for the reporting on the indicators of the project. The target of the campaign is a minimum of 50% of the target districts populations (Habaniyah, Karma, Sinjar, Baaj, and Hamdaniah). Clear indicators and means of verification should be included in the strategy.
2. Raw materials of all the content must be shared with to the Oxfam in Iraq team. Oxfam team will share a consent form that should be used and followed.

 

2.2. Key deliverables:

 

• Full content of the public awareness raising campaign strategy. The strategy document should include the following
• Communication plan,
• List of all media channels/outlets and stakeholders,
• Detailed implementation and dissemination plan.
• Monitoring plan and tools.

 

• All produced content under this assignment and raw materials with consent forms.
• Final report on performance and target reach by each channel. The reports should include the main achievements, challenges, and what went well. Based on the real outcome of the camping the report should include recommendations for future similar activites that focus on public engagement and on awareness-raising activites focusing on the topic of the impact of climate change.

 

 

3. Timeframe

The consultancy shall start on the contract signing day and last for 90 calendar days. This duration is designated to the creation and finalisation of the content, the launching of the campaign, in addition to monitoring and final reporting on the targets.

No.	Deliverable/Outputs	Estimated Duration to Complete	Expected Due dates
1	Full content of the public awareness raising campaign (final and raw)	30 calendar days	9th of July 2024
2	List of all media channels/outlets with detailed planning of the campaign;	15 calendar days	23rd of July 2024
3	Implementation of the campaign	40 calendar days	31st of August 2024
4	Final report on performance and target reach by each channel	5 calendar days	5th of September 2024
	Total days	90

 

4. Oxfam responsibilities

• Provide the consultant with the research document and the campaign strategy that includes the objectives of the campaign, the themes prioritised, audience groups and targets, recommended means of communications, and suggested communications plan.
• Actively engage with the consultant during the storyboard, message development, scenario development, shooting and voice recording, and media arrangements (when needed).
• Review and give feedback on all the deliverables.
• An assigned Oxfam lead is expected to escort/support the service provider to ensure a smooth implementation of the tasks and work.

The following key technical requirements will be taken into consideration when assessing consultants’ technical competencies:

• Must have over 7 years of proven experience in film production and similar products in Iraq.
• Extensive experience in producing similar work-related Audio-visual campaigns for private sector advertisement or organisations to reach local and international audiences.
• Excellent technical capacities and abilities to produce full High-Definition ausio-visual materials to ensure high-quality production that fits the standards required by the media.
• Experience in dealing with Media outlets (radios, TV channels, advertisement companies, bloggers, journalists and journalism agencies and others).
• Connections with acting/modelling agencies and recording studios to ensure availability of the needed human resources and space for the recording of the campaign.

Interested individuals or consultancy firms, with relevant experience and skills based on the ToR, can submit their Expression of Interest (EOI), including the following:

 

1. Cover letter of no more than 1 page introducing the consultant/company and intention to deliver the assignment. The cover letter should also indicate the consultants’ availability for the proposed period and any relevant experience to highlight.

 

2. The technical proposal should provide (1) details on the proposed methodology responding to the ToR and the deliverables; (2) capacity in line with the competencies required for the assignment, including references and experience with similar assignments and providing relevant work samples; (3) CVs of the consulting team directly involved in the assignment, including their specific roles; and three professional referees. A technical proposal should not be longer than 5 pages, excluding CVs, and should include examples/samples of previous similar work.

 

3. Detailed work plan.

 

4. Financial proposal including a one-page budget of the offer, covering all costs related to the objectives of this assignment mentioned abovehand.

 

 

Please submit as soon as possible the EOI and other documents to irqconsultancy@oxfam.org.uk  with the title “design and implementation of public awareness raising campaign”  in the subject line. The deadline for submissions is the 30^th of June COB. EOIs will be evaluated on a rolling basis until the consultant is selected.

All technical questions or clarifications should be sent to irqconsultancy@oxfam.org.uk . In case of need for a hard copy of the TOR, interested applicants can collect the Terms of Reference (TOR) at Oxfam in Iraq Country Office (Erbil) starting from 19^th of June 2024 (during working hours). Alternatively, the Oxfam Logistics team can send the ToR via email upon request.

 

TOR LINK: https://jobs.oxfam.org.uk/vacancy/21222/description

 

This invitation to tender has been issued for the sole purpose of obtaining offers for the provision of the services requested against the TOR. Oxfam reserves the right not to enter into or award a contract as a result of this invitation to tender. Oxfam also reserves the right to terminate any contract issued as a result of this invitation to tender as set out in the contract terms and conditions.