Consultancy – Public Service Announcement

Supporting Women’s Transformative Leadership in Changing Times in Middle East and North Africa (AMAL) programme Consultancy – Public service announcement Terms of Reference  1. Programme Background Oxfam has been working in the Middle East and North Africa (MENA) region for over five decades. Over the past four decades it has been promoting gender equality and supporting women’s right to participate and be represented in governance and decision-making structures and processes.   This focus is complementary to other areas of Oxfam’s work on women’s rights and to the broader goal of Oxfam to contribute to a ‘world without poverty.’ Oxfam is committed to supporting women, men and children, living in poverty, to claim their rights to sustainable livelihoods, to basic social services, to life and security, to be heard, and to an identity.   AMAL is a three-year multi-country programme to be implemented jointly by Oxfam GB, Oxfam Novib, Intermon Oxfam and partners. It is aimed to promote active participation and leadership of women in the MENA region, including the poorest and most marginalised women, in local, national and regional governance structures and decision-making processes. By doing so, the programme aims to ensure that they have a say in formulation and/or their needs and priorities are reflected in socio-economic policies and practice at all levels. The programme is set to be implemented in the OPTs, Morocco, Tunisia and Yemen. The overall goal of this programme is that: Women in the MENA region, including poor and marginalised women, have increased ability to participate and exercise leadership at all levels of decision-making, gaining power over their lives and ensuring their practical needs and rights are central for existing and emerging governance structures. There are four specific objectives: Objective 1: RIGHTS AND LEADERSHIP – Women and girls will have increased awareness of their political and socio-economic rights and are more confident to voice their rights and play leadership roles at all levels (household, community, national, regional); Objective 2: CAPACITY-BUILDING – A diversity of women’s organisations 5 and their allies 6 will have increased skills, resources and capacity to advocate a women’s rights agenda with a collective voice and influence decision-making;  5 Local and national organisations, representing diverse women’s voices from different social, class and ethnic backgrounds 6Youth organisations, human rights organisations, organisations with a gender justice focus, trade unions, media organisations, men etc.  ; 7 particularly religious and community leaders, journalists, political parties, male politicians etc. Objective 3: CHANGING ATTITUDES AND POLICY – Decision-makers and opinion formers at all levels7 are more aware of and their positions are more reflective of the needs and priorities of women Objective 4: LINKING AND LEARNING – Oxfam, its partners and others generate and share knowledge, to strengthen women’s participation and leadership approaches in the region and globally . The AMAL Programme will directly benefit over 47,000 and indirectly over 100,000, this figure excludes over 50% of the population i.e. women in the targeted countries who will benefit from Introduction and implementation of pro-poor and engendered policies as a result of programme interventions. AMAL Programme is working with 15 partners in the MENA region which include 13 women’s organizations and 2 development organizations. AMAL programme will launch a public awareness campaign with the following objectives: Sub-Objective 1 (regional): Engage opinion leaders to promote positive attitudes on the importance of women’s participation and leadership in formal Political decision-making processes, (Regional team with partners) Sub-objective 2 (regional and national): Policy change in support of women’s rights and leadership in four national level contexts (Morocco, oPt, Tunisia and Yemen) Sub-objective 3 (regional): Major donors to the region prioritise women political participation especially at the local level, including funding for women’s rights organisations.  2. Purpose of the job: AMAL programme will launch a public awareness campaign in March 2015 that will be calling for women’s political participation and leadership in the region. A full campaign strategy document is available to describe it and a renowned campaign ambassador was selected and has approved to spread the messages. The main objective of the TV spot is to spread the messages of the programme as outlined in the campaign strategy featuring the campaign ambassador who can ensure these messages are well heard by the public in the Middle East North Africa Region.  3. Tasks  Under the direct supervision of AMAL Advocacy and Media Officer the Consultancy will be required to:   Review the campaign strategy comprehensively and discuss the intended messages with the Programme Management and Team Develop a proposal for the TV spot script based on the public messages in the campaign with a clear role for the campaign ambassador and submit for discussion with Oxfam Produce the TV spot in full Video shoot the ambassador as part of the TV spot production    4. Deliverables   First version of the Public service announcement in Arabic Language from 40 seconds to 1 minute with English and French subtitle for initial approval and/or comments by Oxfam   Final version of the Public service announcement in Arabic Language from 40 seconds to 1 minute produced and delivered with English and French subtitle for final approval    5. Oxfam support: Oxfam will act as the liaison and coordinate directly with the campaign ambassador for the production of this Public service announcement.   6. Reporting lines /coordination  The reporting and coordination will be directly to/with AMAL advocacy and media officer.