Media Campaign to Advertise the Amendment of the Agricultura...

Term of Reference for Media Campaign to Advertise for the Amendment of the Agricultural Councils Law  

In partnership with Oxfam, the Palestinian Farmers' Union (PFU) is implementing a project titled PVP “Power of Voices Partnership, Fair4All" that aims to increase the accountability of government, responsiveness, and fairness through implementing better mechanisms related to agriculture policies that will achieve farmer aspirations and rights. This project involves three partners: the Rural Women Development Society (RWDS), Palestine Trade Center (Pal Trade) and The Coalition for Accountability and Integrity (AMAN). PFU is also implementing another project in partnership with Oxfam titled: Women, youth and other SSPs increase benefits in the fresh vegetable value chain as change agents

with the support of the Government of the Kingdom of Belgium, through the Directorate-General for Development Cooperation and Humanitarian Aid. This project involves two partners: The Palestinian Agricultural Relief Committee (PARC) and the Rural Women Development Society (RWDS). The project aims at making the fresh vegetable value chain more inclusive, fair and sustainable.

CONTEXT

Fresh vegetable farming plays a vital role in the Palestinian agricultural economy, providing employment and income to many farmers and their families. However, Palestinian farmers face numerous challenges, including limited access to water and fertile land due to Israeli occupation policies and restrictions on movement and market access, which hinder the export of their produce. Additionally, fresh vegetable prices in Palestine fluctuate due to weather conditions, transportation costs, and market demand. These price fluctuations often result in significant financial losses for farmers and can also lead to food insecurity for Palestinian families who struggle to afford fresh vegetables. The absence of an effective legal framework further exacerbates these challenges, as it fails to protect farmers' rights and ensure their fair representation in policy-making processes.

The Agricultural Councils Law, approved by the Palestinian government, aims to establish agricultural councils that will represent farmers’ interests, enhance access to resources, and promote sustainable agricultural development. However, the law is still awaiting final approval from the President. The delay in signing the law prolongs the hardships faced by Palestinian farmers, limiting their access to land and resources and exposing them to unstable market conditions.

To address this, the Palestinian Farmers Union (PFU) is launching an advocacy campaign to mobilize public and political support and urge the President to sign the law. This initiative aims to protect farmers' rights and strengthen the resilience of the agricultural sector.

1.1           Purpose of the Consultancy

The Palestinian Farmers Union (PFU) seeks a professional media agency to design and execute a targeted advocacy campaign focused exclusively on lobbying for the final approval of the Agricultural Councils Law. The campaign will leverage strategic media tools to deliver direct messages to decision-makers and government officials, ensuring the President signs the law.

1.2          Main Objective

Lobby for the final approval of the Agricultural Councils Law by targeting officials and decision-makers through media advocacy.

1.3          Specific Objectives

• Apply strategic pressure to secure the President’s approval.
• Produce and distribute media content that highlights the importance of the law and its impact on farmers.

1.4          Target Audience

Primary Audience: Decision-makers, including the President, government officials, and policymakers directly involved in approving the law.

1.5          Campaign Scope and Deliverables

The media agency will be responsible for producing and distributing targeted content across various platforms to effectively reach decision-makers.

1.5.1       Media Production & Distribution

TV Spot (15-20 seconds))

Content: A direct call-to-action video targeting officials, explaining the law’s importance in the current context.

Broadcast: Aired on local IPTV (Internet Protocol television) for one month (starting after Ramadan), the number of expected broadcasts for the video is 300 broadcasts per month.

1.5.2       Radio Spot (45 seconds)

Content: A short, compelling message directed at decision-makers, urging them to approve the law. The content may include short testimonies from farmers.
Broadcast: Aired on local radio station for one month (March 1 – March 31, 2025), on Sundays, Mondays, Wednesdays, and Thursdays.
Broadcast Plan:  The media company will coordinate with local radio station, ensuring that the message reaches officials and decision-makers at optimal listening times. The radio station is expected to broadcast the radio spots in the prime times as following

• Radio channel 1 : 4 times per day for 18 days (72 spots).
• Radio channel 2 : 2 times per day for 18 days (36 spots)..

Scheduling: The media company will focus on prime times when the target audience—government officials and decision-makers—is most likely to hear the message. Exact broadcast times will be coordinated with the radio stations to maximize impact.

1.5.3       Social Media Campaign: (social media cards, short video and e-banner)

Content 1: Create and design 3 social media cards with massages targeting decision makers.

Content 2: Production of (45 seconds) video with messages aimed at government officials, emphasizing the importance of the law.

Content 3: Electronic Banner on popular outreach local news agency website : Design an electronic banner to be displayed on a high-traffic outreach website. The banner will be visually striking and include a clear, concise message tailored to the target audience. It will incorporate call-to-action elements to encourage clicks, engagement, or further exploration of the topic. The design will be optimized for digital platforms, ensuring it is responsive, eye-catching, and aligned with the overall campaign objectives. The Electronic Banner will be displayed for one month and will publish 3 different messages to decision maker. 

Distribution:

• Shared on PFU’s partner platforms.
• Promoted and boosted by the media agency to maximize visibility among decision-makers.
• The media agency will have access to 10 social media accounts of PFU’s partners to publish and promote
• Total promotion budget: €700 across all platforms.
• High-traffic outreach national website

1.5.4    News Coverage of Advocacy Meetings

As part of the campaign, PFU will conduct multiple advocacy meetings with officials, decision makers, and stakeholders the Media Company will be responsible for:

• Deliverable: five news reports summarizing the meetings conducted by PFU, the news reports will be including:
• Meeting details (attendance, key discussion points, outcomes).
• Call to action urging officials to approve the law.
• Short interview with a relevant stakeholder in the meeting.
• Publishing: Shared on relevant media and news platforms.

1.6          Meetings & Coordination

• Meet with the PFU team to communicate and plan all details related to the campaign.
• Meet with the Oxfam Influencing Team after meeting with the PFU team to coordinate and finalize campaign details and messaging.

1.7          Monitoring and Evaluation

Weekly Progress Reports:

• Overview of campaign activities, media reach, and audience engagement.

Final Report:

• Summary of outcomes, including media reach, public engagement, and the campaign’s impact on decision-makers.

Please submit the proposal (separate technical & financial offer) and requested documents by inhaled envelopes to the Palestinian Farmers Union headquarters (al-Bireh, close to the representative office of the Netherlands) no later than 16/2/2025  3:00 clock.

please find attached TOR for the Media Campaign 

For any questions, feel free to contact the Project Coordinator:

Amjad Anabtawi

 0566119055

[email protected]