Terms of Reference for Social Media Engagement for the Enough Campaign

Introduction

Oxfam is a global organisation working to end the injustice of poverty and inequality. Oxfam’s vision is a just world without poverty, in which people can influence the decisions that affect their lives, enjoy their rights, and assume their responsibilities as full citizens of a world where all human beings are valued and treated equally. Gender justice in economic, social and political spheres is a vital prerequisite for the achievement of this vision.

Background to the Enough Campaign

Enough is a worldwide campaign that has sparked a movement against violence towards women and girls, to address negative social norms in their specific contexts. The campaign brings people of all genders, ages, and backgrounds together; to transform the normal. It works to challenge and make us reflect on the common social norms that dictate our behaviors and attitudes, supports ordinary people to speak out against violence and present alternatives norms that support non-violence and gender equality. Social media campaigns, art, music, workshops and positive aspirational messages encourage people to think and talk about harmful social norms and the potential damage they can do without creating a sense of judgement or blame. The Enough Campaign in Uganda has been informed by a study on social norms and violence against women and girls in Uganda carried out by Oxfam and UWONET. The campaign vision and objectives were further shaped by discussions and contributions from leading women, youth and girls’ rights organizations during a consultation held in April 2019.

Enough Campaign Launch in Uganda

The effects of the Covid-19 pandemic are affecting all of us, especially girls and women. Pandemics and fragile situations disproportionately affect men and women but are seen to always breed negative social norms that perpetuate Violence Against Women and Girls (VAWG). Between March 30 and April 28, a total of 3,280 cases of Gender Based Violence (GBV) were reported to police1. This trying period has created toxic masculinity, exacerbated by the negative social norms.

The launch of the Enough Campaign will be a springboard to tasking various reference groups and duty bearers to take action against violence and avoid being by standers in the face of violence.

Overall Objective

To mobilize and trigger public debate on addressing negative social norms that perpetuate VAWG and blame victims.

Specific Objectives

  • To create public understanding of the Enough Campaign and its road map
  • To incite public action towards addressing negative social norms
  • To promote and create awareness about the Enough Campaign song, "Bakimanye (Let them Know)"

Outcomes

  • Shared understanding of the Enough Campaign road map
  • Commitments generated from stakeholders to address negative social norms that perpetuate VAWG
  • Social media campaign launched and run for 2 months

Methodology

The launch will be a physical activity at a spacious venue to comply with the COVID-19 SOPs on social distancing. A keynote address will be presented and discussed by an expert/panel of experts which will provide insights on the situation of VAWG then will shape discussions during the launch.

Visibility of the launch will be achieved through working with selected media platforms including print, radio, television, and a social media consultant. The event will also be streamed live on Facebook to cater for online audiences. 

Participants

The launch will target 100 participants including representatives from the government, like-minded Civil Society Organizations, representatives from the private sector, and other relevant  stakeholders.the private sector

Scope of work

The social media consultant will be required to;

  • Review information about the project and develop content for social media platforms including Facebook and Twitter
  • Provide a messaging document from which the content development will be based
  • Develop at least 15 share graphics and info shares subject to review at least a week before the event
  • Generate discussion about the event and the project through reputable bloggers/influencers 
  • Conduct a pre-event and post-event digital campaign to generate public interest in the launch and build momentum days after the event
  • Prepare for and manage live-streaming on Facebook to cater for online audiences
  • Share timely updates on Facebook and Twitter of the proceedings of the launch
  • Online advertising and boosting of selected social media content
  • Provide a detailed analytical report of the social media activity related to the launch

Timeline

The launch of the campaign is slated for 5th November 2020. The assignment will commence 6 days from the date of the launch and end three days later. The assignment will be undertaken over a period of ten (10) days from 1st to 10th November, 2020. Work will commence immediately after contract signing.

Skills and Experience

The consultant should;

  • Demonstrate professional experience and technical expertise in gender, women’s empowerment and unpaid care work and domestic work
  • Demonstrate experience in implementing social media campaigns
  • Demonstrate proficiency in English writing skills
  • Demonstrate excellent writing skills
  • A neat, concise and clear style in writing
  • Demonstrate experience producing reports for Non-Governmental Organisations
  • Have experience in using innovative approaches such as graphics, charts etc. to summarize key content

How to Apply

All interested consultants should:

  1. Submit company profile including CVs
  2. Provide detailed financial and technical proposals

Applications should be sent via email to ugandalogistics@oxfam.org by 11:59pm on 12th October, 2020.