contracting with a production and advertising company

Terms of Reference for contracting with a production and advertising company

To work with the Jordanian National Commission for Women to implement a nationwide multimedia campaign that addresses social norms to improve women's economic opportunities

"Changing stereotypical roles within the family"

Introduction

The Jordanian National Commission for Women (hereinafter – JNCW) is the national machinery for Women in Jordan established in 1992, whose mandate is the promotion of the status of women in Jordan and ensuring non-discrimination. Since its establishment, the Commission has been working on integrating women’s issues and priorities in national strategies, policies, legislation, plans, and budgets; developing and monitoring the implementation of the National Strategy for Women in Jordan.

JNCW is a reference body for all official agencies in setting woman-related policies and strategies, reviewing legislations to remove all forms of discrimination, therefore JNCW and Jordanian State recognizing commitments and obligations that framed in the multiple international agreements and treaties. In March 2020, the GOJ adopted the National Strategy for Women (NSW) in Jordan 2020-2025. The strategy is the culmination of a nearly 2-year, nationwide, participatory process led by JNCW engaging an array of stakeholders, including CSOs and our UN partners. It encapsulates Jordan’s vision for gender equality and women’s empowerment, for both Jordanians and refugee communities, and is fully aligned to the SDGs. Along with outlining the actions that must be taken, the strategy provides a mechanism for monitoring Jordan’s progress towards our gender equality commitments under global development and human rights frameworks and a roadmap for directing financing to gender equality. The latter includes increasing national funding for gender-oriented initiatives through gender-responsive budgeting; this is part of Jordan’s gender mainstreaming policy for the public sector, introduced in parallel with the national strategy.

Thus, one of the four goals of the NSW focuses on addressing societal context: “Positive gender norms, roles and attitudes support gender equality and women empowerment”. One of the main interventions for the advancement towards the implementation of this goal is to challenge stereotypical understanding of gender roles and norms within mainstream and social media narratives.

This is also aligned with Jordan’s Women Economic Empowerment plan (2019 – 2022) endorsed by the GoJ in January 2019 during the Launch of the Mashreq Gender Facility program under the leadership of MOPIC and coordinated by JNCW. Following this commitment, the GoJ has agreed with the World Bank Group through the program for Results (PforR), to include a one Disbursement Linked Indicator (DLI#10), to the implementation of 4 campaigns for changing social norms towards increasing women economic participation and empowerment to be designed and implemented by JNCW as JNCW team defined the areas of National priorities addressing the following behaviors

-Promote positive behaviors and respect for the personal space of women in the public and electronic space to combat gender-based violence.

- Encourage the performance of different roles and tasks within the family without stereotyping.

- Encourage women to enter to professions and jobs that are not typically and traditionally attractive to them.

- Raise awareness of the benefits of early quality care services for children.

The main objective of contracting with the company

The production of media materials for the following campaign: encouraging the performance of different roles and tasks in a participatory manner within the family without stereotyping. Particularly, this campaign will target men and other family members to encourage them to play a more active role in the family.

The company will be producing media materials like posters and videos and assist in the pre-testing of the campaign to determine the most efficient media tools and scenarios that have the most impact in changing the stereotype roles within the family. The pre-testing will be done in collaboration with JNCW on different audiences before the launching campaign. After the campaign is distributed nation-wide, the company will report on key analytics to ensure that the campaign has attained the reach and engagement needed.

Company require expertise

-Specialized researchers who have extensive experience in women's issues.

-Previous experience in production and advertising societal materials and topics related to women issues.

-Previous experience and requisite expertise in using digital tools and data analytics to test campaign materials before finalizing the campaign approach and outputs.  

-Previous experience in using monitoring and evaluation systems and tools to measure the impact of campaigns.

-Professional graphic designers and multimedia specialists.

- Professional copywriters with experience in women's issues and societal issues.

-The company must be officially registered.

-The company must have at least 10 years of experience.

Responsibilities of the company

Proposed methodology and work plan for the preparation and the roll out of the campaign.

Content production

Before developing campaign materials, conduct 3 Focus Group Discussions (FGDs) with young men, married men, and refugee men to test campaign messages in terms of framing, tone, language, and relatability with target audiences identified by the JNCW.

Production of three videos for testing purposes.

Report on the findings from the FGDs to inform the development of the campaign materials

The JNCW team will provide the company with the content and protocols for the FGDs

Collaborate with the JNCW to produce different variations (2-3) of the campaign messages (medium for delivery (e.g. video, infographic, audio, etc.), messenger (who is delivering the message), and intensity of campaign exposure)

Pre-campaign testing using Facebook (or equivalent digital platform) analytics

Collaborate with the JNCW to determine the sample for testing

Implement pre-campaign testing distribution on the social media platform, including responsibility for paid ads

Monitor data on reach and engagement using digital analytics tools

In collaboration with the JNCW, report the data to provide recommendations to the JNCW regarding the most effective campaign materials and approach for the scaled-up version of the campaign at the national-level

Campaign scale-up and distribution

Based on pre-testing, developing final materials for nation-wide distribution

Report social media analytics (reach, engagements) after final distribution

 Company must ensure throughout the task

High quality product delivery according to the required in the terms of reference.

Timely submission of deliverables. Flexibility to amend products per request.

 Offer must include links to campaigns & company products that are relevant to needed areas and expertise.

JNCW will

Cooperate, coordinate and facilitate the work of the implementing company.

Identify the key messages and target audience that would be conveyed through the campaign materials.  

Provide the company with Focus Group Discussion (FGD) protocols and messages to test with various target groups before materials for the pre-campaign testing are developed.

Provide the company with the results of FGD conducted by  JNCW team with young women, married women, and refugee women

Provide the company with technical guidance and support for the pre-campaign testing

Identifying the variations of the campaign and its design elements for piloting

Deciding on the appropriate online and offline tools for piloting

Designing the pre-campaign testing approach

Determining the sample and target audience for piloting

Collaborating with the company on the analysis of the data and synthesis of the findings from the pre-campaign testing

Provide the company with any information needed during implementation.

Provide suggestions and overall vision for products.

Review all products and provide final approval for campaign launch.

Companies must fill out the following information in order to be accepted into the bid

Similar links	Price in JDs	Required items	Number
		Production of infographic videos of one-minute
		Production of animation videos of one-minute
		Producing a 3- to 5-minute documentary video with live shooting and extracting a short video from it in addition to infographics
		Producing live shooting videos in different places, the duration of one video ranges from 35 seconds to a minute
		Infographic/ poster production Provide the price for one design
		Producing videos representing success stories or live testimonials from activists, and opinion leaders. The number of testimonies is 10 and the duration of each video is one minute.   Summary video from the testimonials not exceeding 35 seconds

 

 

 

High-level activities and deliverables

Output	Time frame (2021)	Activity/deliverable
Workplan with steps, timeline, and responsible actors		Develop a work plan for the campaign design piloting and implementation.	1.
Script and storyboard Videos and posters		Generate characters, storyline, and script for videos and posters for the various variations of the campaign in preparation for the pre-campaign pilots	2.
Pre-campaign testing design (concept note) Report with findings and recommendations for the scaled-up version of the campaign		Pre-campaign testing of the materials to assess effectiveness in reaching target audience and influencing intended objective. Update the campaign implementation work plan based on pre-campaign testing results.	3.
Script and storyboard Video(s) and poster(s)		Develop final campaign materials for nation-wide implementation	4.

 

الشروط العامة للعطاء رقم 18/2021

1. تقدم العروض ضمن مغلف مغلق ويسلم باليد مكتوب عليه رقم وموضوع العطاء ويسلم إلى ديوان الصندوق في موعد أقصاه الساعة الثالثة من بعد ظهر يوم لاثنين 26/4/2021   لدى:  الصندوق الأردني الهاشمي للتنمية البشرية – الهاشمي الشمالي حي أبو جسار.
2. على مقدم العرض الالتزام بعرضه لمدة لا تقل عن 90 يوما من وقت تسليم العرض .
3. لجنة العطاءات غير مسؤولة عن أية أخطاء قد يرتكبها المناقص في وضع أسعاره وتعتبر هذه الأسعار نهائية وملزمة بمجرد فتح العروض .
4. يلتزم المناقص المتقدم للعطاء تقديم كفالة دخول عطاء بنكية غير مشروطة صادرة عن بنك محلي أو شيك مصدق (شيك مدير)بقيمة 500 دينار وتعاد عند انتهاء الغرض منها و سيتم استبعاد أي عرض غير ملتزم بتقديم كفالة دخول العطاء.
5. يلتزم المناقص المحال عليه العطاء تقديم كفالة حسن تنفيذ عطاء بنكية غير مشروطة صادرة عن بنك محلي أو شيك مصدق (شيك مدير) بقيمة 1000 دينار وتعاد عند انتهاء الغرض منها .
6. ان الحصول على موافقة أي جهات خارجية بخصوص تنفيذ أي بند أو بنود من العطاء تقع مسؤوليتها على المورد المحال عليه العطاء أصولياً فيما يتعلق في تنفيذه.
7. للجنة العطاءات الحق في إلغاء أو تأجيل العطاء أو تمديد مدته أو إعادة طرحه أو تجزئته بدون إبداء أية أسباب وبدون أن يكون للمناقصين الحق في مطالبتها بأي إيضاح أو تفسير أو تعويض.
8. تقدم الأسعار  بالدينار الأردني  وبالسعر الافرادي .