Design & production of a campaign promoting an online edutai...

Open Call

Terms of Reference (ToR)
Short-term Consultancy: Advertising Company
For the design and production of a campaign promoting an online edutainment series

Deadline for application: 15 June 2018

General Summary

Oxfam is seeking a professional advertising company to design and produce an advertising campaign promoting our 30 episodes edutainment series targeting youth in East Jerusalem. The series will be broadcasted online on the edutainment website which will be designed separately.

A promotion strategy is to be created in coordination with Oxfam and its partners, the Edutainment Expert, web production company.

Objective: The objective of the strategy is to drive over 32 000 young Jerusalemites (age 18 to 29) to watch the online series and engage online, share their opinions on the issues and themes addressed throughout the series. These themes include youth identity formation, social norms, women’s rights, gender roles, and positive forms of self-expression.

This deliverable is part of the activities of a consortium project entitled “Wujood; Strengthening The Resilience Of Vulnerable Palestinian Communities In East Jerusalem” funded by the European Union.

The Project

Wujood is an Arabic term that means existence and presence. The term is a depiction of the resilience of Jerusalem’s Palestinian inhabitants who are struggling to claim their right to live in their city and preserve their Palestinian identity.

According to international law, East Jerusalem is an integral part of the Occupied Palestinian Territory. Yet, the Government of Israel implements policies that further fragment and isolate East Jerusalem from the rest of the West Bank as well as from the Gaza Strip. Its residents are subject to discriminatory measures on a daily basis, preventing them from accessing basic services and leading a dignified life. This creates a coercive environment, which directly threatens the right of Palestinians to stay in Jerusalem and significantly erodes the viability of a future Palestinian State, with East Jerusalem as its capital. Through Wujood project Oxfam is dedicated to strengthening the resilience of vulnerable Palestinian communities in East Jerusalem, until a political solution is found to allow them to reclaim their rights.

Wujood- Strengthening the Rights of Vulnerable Communities in East Jerusalem is phase II of this program funded by the EU and co-financed by Oxfam. This multi-sectoral project is implemented by four Palestinian organizations working with Palestinian women, youth, teachers, CBOs and other members of the community. The project aims to strengthen women’s rights, emergency response, economic empowerment for women, and the identity of youth.

Program activities are taking place in some of East Jerusalem’s most vulnerable communities including Silwan, the Old City, Sur Baher, Esawiyyeh, and Al- Tur. Implementing partners include: the Women’s Centre for Legal Aid and Counselling (WCLAC), the Palestinian Medical Relief Society (PMRS), and the Palestinian Counselling Centre (PCC), and the Palestinian Agriculture Development Association (PARC).  

Deliverable

Overall aim

To design a promotion plan as well as to produce and disseminate advertising content that will drive 32 000 number of young Jerusalemites (age 18 to 29) to watch the online series and engage online, share their opinions on the issues and themes addressed throughout the series.

Potential strategic elements

• The promotional strategy and plan may include elements of digital promotion through popular websites and social media accounts, paid web promotion through networks such as Google, Facebook, youtube and other channels.
• Posters may be produced and disseminated wherever appropriate. Transit advertisement through local buses may be utilized to ensure visibility of the posters to various demographics who use public transport, especially youth.
• A press event may be held to launch the series to the public. Local and international media outlets are to be engaged to publish news of the series, and host partners and those involved in the production, to discuss and promote discourse on the themes addressed.
• Any other element that the company may find relevant in order to meet the objective.

To be supplied by Oxfam: Oxfam will supply the advertising company with high resolution and quality pictures of the “making of” the series as well as portraits of key actors to be used for the creation of the advertising content. The website hosting both the episodes and the “Behind-the-scene” documentary will be produced separately and in close collaboration with the advertising company to ensure building a synergy towards a common goal.

Format of deliverable: The promotional strategy and plan is to include a detailed budget and timelines. All advertising content produced, including the plan, are subject to a prior review and sign off by Oxfam and should be modified accordingly.

Duration & Timeframe: The edutainment series is to be launch in October 2018. The final draft of the promotion strategy and plan should be submitted no later than mid June 2018. The promotion should start at least two weeks prior to the launch of the series in order to create a buzz around it, and run until two weeks after the launch. The promotion campaign could potentially resume for 1-2 weeks a few months after its launch.

Copyright

Oxfam retains copyright of all content created and may use them for example, in local and international media, Oxfam websites and social media pages.

Application

Interested parties should submit their application in a sealed envelope addressed to Simon Trepanier, delivered to the Oxfam office, at the below address: Oxfam Office- 10 Shajaret Al Dor, Beit Hanina. P.O Box 49739, Jerusalem 91491, or Oxfam Office – 2nd floor, Business Center Building, Birzeit Old Road, Ramallah. Submission Deadline: Delivered by latest 04:00 PM on 15 June 2018.

Contact person: Simon Trepanier, [email protected]
Tel: 02-656-8932 ext. 211

Interested applicants are requested to submit the following documents:

Qualifications

• CV
• Portfolio and samples of work/productions

Technical Offer

• A cover letter describing why you are the right fit for this consultancy, describing your advertising style and experience.
• A first draft plan of the promotion strategy highlighting the key elements that you would like to propose and produce in order to meet the objective within the budget of the campaign (for available budget see the section Financial Offer).
• The draft plan is to include a detailed promotion budget and timelines.

Financial Offer
The maximum budgeted amount for this consultancy is about € 28,000 EURO. This includes all expenses such as the design of the promotion strategy and plan, the creation, dissemination and management of advertising content. The amount excludes taxes) which may apply (VAT exemption only for companies registered in the West Bank. Oxfam will not issue any additional expenses or reimbursements.

Service requirements

Individual consultants and private companies are eligible to apply, subject to the availability of official documents of registration in the country/state where located, as follows:

A. Companies/ individuals registered under the Palestinian Authority (PA) are required to submit a zero VAT invoice.

1. Companies/ individuals registered under the Israeli authorities are required to submit an official tax invoice.

Award Criteria

Applicants will be considered after review of submitted applications as specified above. The consultancy contract will be awarded to the strongest application. Other areas to be considered include:
- Quality and originality of the submitted draft promotion plan highlighting key elements of the campaign

- Years of experience and quality of portfolio
- Availability of needed equipment and software

- Depth of knowledge of the East Jerusalem context and market

- English and Arabic language skills
- Flexibility to work on weekends as well as weekdays
- Ability to enter and work in East Jerusalem

Payment

A payment plan will be developed upon consultation and agreement with the selected company/individual prior to signing the service contract. Payment instalments will be issued upon receipt of deliverables as agreed between Oxfam and the selected candidate and after submitting an official invoice (VAT or zero VAT invoice).

Price offer should remain valid for 3 months.