Terms of Reference (ToR) for Contracting a Media Firm

Ministry of Family and Human Rights Development

(MoFHRD)

Terms of Reference (ToR) for Contracting a Media Firm

	Date: 5th of January, 2025
Project Name:	Joint Programme on Human Rights (JPHR-2) Cost Extension
Title:	Contract for Developing Multimedia Campaigns on Eliminating
	Harmful Practices (FGM and Child Marriage)
Activity number:	Activity 1.0
Supervisor:	MOFHRD
Location:	Mogadishu-Somalia
Duration of contract:	3 months
Ref.No:	MoFHRD/1.0/JPHR/RWP

1. Background

The Ministry of Family and Human Rights Development (MoFHRD) of the FGS is committed to eliminating harmful practices, particularly Female Genital Mutilation (FGM) and child marriage, through targeted awareness and behaviour change campaigns. In line with this commitment, MoFHRD seeks to contract a professional media firm to design, develop, and implement multimedia campaigns across various platforms, including radio, television, and social media.

2. Objective

The main objective of this contract is to engage a media firm to conduct an effective, contextualized multimedia campaign that raises awareness, shifts public perceptions, and promotes behavioural change to eliminate FGM and child marriage.

3. Scope of Work

The selected media firm will be responsible for the following tasks:

1. Development of Multimedia Content 

Produce high-quality radio, television, and social media content addressing the dangers and consequences of FGM and child marriage. 

Ensure that all content is contextualized for the target audience, taking into account cultural sensitivities, local languages, and community perceptions. 

Develop and disseminate key messages, testimonials, interviews, and informative content that engage diverse stakeholders (parents, religious leaders, youth, educators, policymakers, and community elders). 

Incorporate real-life stories and expert opinions to enhance credibility and impact.

1. Broadcasting and Distribution

Identify and partner with widely accessed radio and TV stations to ensure maximum outreach. 

Develop and implement a strategic social media campaign, including digital ads, video clips, infographics, and interactive discussions. 

Ensure inclusive dissemination, considering rural and urban populations, gender balance, and accessibility for persons with disabilities. 

1. Community Engagement & Monitoring 

Organize interactive radio/TV talk shows and social media discussions with experts and survivors. 

Establish feedback mechanisms to measure audience engagement and responses. 

Provide regular reports, including audience reach, engagement analytics, and recommendations for improvement.

4. Deliverables

The contracted media firm is expected to deliver the following:

1. Multimedia content production plan, including scripts, themes, and key messages.

2. Radio and TV spots (in multiple Somali dialects where necessary) addressing FGM and child marriage.

3. Short documentaries or video testimonials showcasing real-life stories and expert insights.

4. Social media campaign materials, including posters, videos, and infographics.

5. Monthly progress reports, detailing media reach, audience engagement, and feedback received.

6. Final impact report, summarizing campaign effectiveness, lessons learned, and recommendations.

5. Required Qualifications

The media firm should meet the following criteria:

Proven experience in developing and executing multimedia campaigns on social issues. Demonstrated expertise in working with culturally sensitive topics in Somalia.

Strong partnerships with national and regional media houses.

Technical capacity in video production, radio programming, and digital content creation.

Experience in behaviour change communication (BCC) and social mobilization campaigns.

Ability to develop content in Somali (and other local dialects where necessary).

6. Application Process

Interested media firms should submit:

A technical proposal outlining their approach, methodology, and work plan.

A financial proposal detailing costs for production, dissemination, and monitoring. Examples of previous multimedia campaigns they have conducted.

Profiles of the key team members and relevant organizational experience.

7. Evaluation Criteria

Proposals will be evaluated based on:

Technical approach and creativity (30%) Experience and past performance (25%) Media reach and partnerships (20%)

Cost-effectiveness (15%)

Proposed monitoring and evaluation mechanisms (10%)

8. Submission Deadline

All proposals must be submitted electronically to [info@mfhrd.gov.so/dg@mfhrd.gov.so] by 11 January 2025.

For inquiries, please contact:

[Faisal Nur Farah] [finance@mfhrd.gov.so] [+252615810935]

 

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