CONSULTANCY – Media Campaign Measurement Methodology Development

TERMS OF REFERENCE (ToR)

CONSULTANCY – Media Campaign Measurement Methodology Development

BACKGROUND:

Nepal is a source, transit, and destination country for sex, labor, and organ trafficking. A 2014 report, Modern Slavery in Nepal: Understanding the problem and existing responses (accessed here), estimates that 230,000 Nepalis are subject to slavery at any given time, and nearly 30 percent of the economically-active population is unemployed or underemployed. The Hamro Samman project is a five-year program generously supported by the American people through the United States Agency for International Development (USAID) and the British people through the United Kingdom’s Department For International Development (UK aid) and implemented by Winrock International. It seeks to build the capacity of and facilitate coordination among the Government of Nepal (GON), civil society, and private sector to combat human trafficking in Nepal.

OVERVIEW:

The Hamro Samman (HS) Project is undertaking a significant mass and multi-media campaign on countertrafficking in persons (CTIP) that must reach 2.5 million Nepalese. Multiple organizations (HS subgrantees) will implement the campaign, with content development and overall coordination by a single communications campaign vendor. The project seeks a consultant to develop a sound and meaningful methodology for measuring the reach and impact of the campaign, based on established best practices.

Campaign Targeted Audience:

• Aspiring and returning migrants in the foreign labor migration sector (FLM).
• Workers and business operators in the entertainment sector (ES).
• At-risk populations in Bagmati Pradesh, Province 5 and Sudurpashchim Pradesh.
• Frontline providers of services for trafficking-in-persons (TIP) survivors and at-risk people.
• First responders, law enforcement personnel, and government officials.

Campaign Goal: 

To increase the knowledge and awareness of 2.5 million people on one or more of the following campaign messages:

• The risk factors for trafficking and modern slavery.
• The risks and vulnerabilities to exploitation, abuse and trafficking in FLM and ES.
• Safe and dignified forms of work in FLM and ES.
• Workers’ and migrants’ rights and legal recourse.
• Availability of services for TIP survivors and at-risk people.

Distribution Methods: Mass media (national and local radio, television and print outlets, and print advertising such as billboards and posters); social/digital media (including sub-grantee social media pages, news portals, websites, smart phone applications and e-bulletins); direct print distribution (flyers, briefers, stickers, posters) at targeted access points (shelters, recruitment agencies, ES business places, community announcement boards, etc.), and direct person-to-person messaging at HS project events and activities. Details of past communication activities, distribution methods and media plan for upcoming communication campaign will be shared after consultant is finalized.

TASKS AND OUTPUT:

The Consultant will work with the HS Monitoring & Evaluation Specialist, Communication & Partnership Specialist and the vendor for Communications Campaign content and distribution to:

Task 1 (9 days total): Measuring campaign reach and frequency

As far as possible, consultant will propose a framework and methods for measurement prioritizing using available secondary data, and one that requires least cost while also being acceptable to USAID and DFID standard indicator reporting requirements.

• Literature review and grouping or categorization campaign distribution methods with listing of possible secondary sources of data to measure reach (including demographic disaggregation data by sex, age, caste/ethnicity, location, etc.). (3 days)
•  Develop a stratified framework and method for measurement of audience reach for each category. The framework should also distinguish when each of the required demographic disaggregation can be directly measured, estimated, or not measured. The framework should clearly mention which of the required data are available from secondary sources and which data needs to be gathered as primary data along with the information on the ease and method of collecting the primary data. (2 days)
• Develop measurement tools, templates and guidelines for HS staff and grantees for measuring and reporting reach along with compilation and sharing of the secondary data sources for measurement (3 days)
• Consultant will train staff and grantee to measure and report progress on the reach using the framework, methodology and tools developed. (1 day)

Task 2 (9 days total): Measuring campaign impact (target audience “engagement” with the campaign content/messages)

Engagement: All of the various ways that communities interact with, contribute to, and build on a multi-media campaign’s content. From Deepening Engagement for Lasting Impact: A Framework for Measuring Media Performance & Results. (2013). Learning for Action. https://cmsimpact.org/wp- content/uploads/2016/01/Deepening-Engagement-for-Lasting-Impact-Resoucres-reports.pdf

• Develop sampling framework for measuring engagement among representative targeted audiences, based on: a) campaign messages; b) distribution method and frequency; c) audience segment (FLM sector, ES sector, vulnerable/at-risk populations, service providers/first responders, and general public); and d) location of target audiences. (2 days)
• Develop measurement tools, templates and guidelines for measuring engagement among sampled audiences (using appropriate data collection methods that could include but not limited to surveys, polls, focus group discussions, interviews, etc.). (3 days)
• Develop the analysis framework and methods to determine the level of engagement of the representative sample measured. The qualitative and quantitative framework and methods for analysis must be established along with definition of criteria for engagement, such as: low-level engagement (for example, consumption and recall of basic content), mid-level engagement (for example, sharing of content or seeking a service), or high-level engagement (for example, creating and distributing new content or CTIP service, volunteering and engaging in advocacy actions, enrolling in a pre-migration course). (3 days)
• Consultant will train staff and grantee to measure and report progress on the reach using the framework, methodology and tools developed. (1 day)

TIMING, DURATION AND LOCATION:

The assignment will involve a total of 18 work days of engagement within a 30-day contract period. Anticipated start date is June 4, 2020. The consultant will work remotely anywhere in Nepal.

Virtual/telephonic meetings with Hamro Samman staff, partners and media operators may be necessary. This will be fixed term deliverables-based consultant contract.

QUALIFICATIONS:

• The applicants must have demonstrable experience measuring the reach and effectiveness of behavior change campaigns, social marketing campaigns, or business marketing campaigns.
• The applicants must have demonstratable experience developing measurement and analysis methods, tools and guidelines, both for quantitative and qualitative analysis.
• The applicants must have a minimum of 5 years of experience working in multi-media communications, marketing and/or monitoring and evaluation.
• The applicants should be familiar with communication/information campaign delivery through mass media, social media and direct marketing.
• The applicants should have a minimum educational qualification of a Master’s degree in communications, media studies, business or social marketing, development studies, sociology or other relevant areas.
• Excellent organizational skills and detail orientation.
• Fluency in Nepali and English.
  

APPLY: Interested Nepalese nationals can submit the following documents to HamroSammanJobs@winrock.org with the subject “Consultancy for Media Campaign Measurement” in the subject line. Applications close on May 24, 2020.

• A resume/CV outlining relevant experience and work references.
• A letter of interest, stating why you consider yourself suitable for the assignment, lists specific media campaigns for which the applicant has developed measurement methods with one or more samples of previous work.
• A proposal that includes:
  • brief concept note outlining tentative workplan for assignment with cost estimate.
  • Financial proposal for the piece of work proposed in the ToR with evidence to support the proposal.
• PAN and/or VAT registration required. For firms, tax clearance certificate and company registration is mandate.

To download TOR please CLICK HERE or follow the link below:

https://drive.google.com/open?id=144qy68ukN2ize0Vo9Jx032J0ft957yY_

All employees and consultants must adhere to USAID, UK aid and Winrock International’s code of ethics, and specifically child safeguarding and trafficking in persons provisions covered in the project agreement.

EEOE/AA.