Hiring of Media and Communication Firm to Launch Culturally Appropriate Awareness Campaigns on Legal Rights related to Domestic Violence in KP

Terms of Reference For Hiring of Media and Communication Firm to Launch Culturally Appropriate Awareness Campaigns on Legal Rights related to Domestic Violence in KP

1. Background

The Khyber Pakhtunkhwa Domestic Violence (Prevention and Protection) Act, 2021 is a critical legislative advancement aimed at preventing domestic abuse and safeguarding the rights of women, children, and vulnerable populations. The Act establishes a legal framework for preventing violence, protecting survivors, and holding perpetrators accountable. While this law provide an important framework for prevention, protection, and accountability, the implementation and enforcement of such legislation often face significant challenges due to limited public awareness, entrenched social norms, and gaps in access to accurate information and support services.

In view of the above, there is a need to launch a culturally relevant and engaging awareness campaign through digital platforms to address gender-based violence (GBV) and domestic violence laws. Media plays a vital role in shaping perceptions, breaking silence on sensitive issues, and promoting dialogue that can shift harmful norms. Digital and mass platforms such as social media, radio, and community networks can effectively reach youth, marginalized groups, and rural populations who often lack access to reliable information.

SPO in collaboration with UNFPA will engage a media and communication firm to design and implement this campaign, using interactive content, multimedia tools, and localized messaging to raise awareness, empower target audiences, promote positive social norms, and highlight legal rights and available protection services.

2. Objective of the Assignment

• To develop and execute a comprehensive media and communication strategy to raise awareness and promote positive behavior change.
• To produce and disseminate high-quality, culturally sensitive content across multiple channels to strengthen and increase public understanding on GBV and legal rights as per the KP domestic violence Act.

3. Scope of Work

The selected firm will be responsible for:

Phase 1: Strategy Development and Content Creation

• Conduct an inception meeting with SPO and UNFPA to establish a shared understanding of the assignment’s objectives, agree on timelines and milestones, clarify roles and responsibilities, and outline expected deliverables for the expected outcomes.
• Thoroughly review the KP Domestic Violence Act and develop content and key messages related to GBV and legal rights.
• Conduct a rapid assessment to understand target audience profiles, media consumption habits, and cultural considerations.
• Develop a comprehensive media strategy that integrates digital, print, and broadcast channels to maximize outreach.
• Prepare a content calendar mapping out themes, messages, and release dates for the campaign duration.
• Produce short videos, reels, and stories tailored for TikTok, Facebook, and WhatsApp.
• Create social media content packs including ready-to-post visuals, captions, and hashtags.
• Design posters, infographics, and awareness flyers for digital and offline dissemination related to GBV and Legal rights in Pushto and Urdu.
• Script, record, and produce radio programs/public service announcements (PSAs) in local language (Pushto and Urdu)
• Ensure all content is culturally relevant, gender-sensitive, culturally appropriate and accessible, including adaptations for low-literacy audiences.

Phase 2: Campaign Execution and Monitoring

• Launch campaign across TikTok, Facebook, WhatsApp, and other relevant platforms in line with the approved content calendar.
• Collaborate with influencers to share campaign messages through creative storytelling.
• Moderate audience engagement (comments, messages) and respond to queries as guided by SPO.
• Produce and broadcast radio programs and public service announcements (PSAs) through carefully selected radio stations with high listenership among target audiences, ensuring content is delivered in local languages (Pushto and Urdu).
• Track campaign performance using analytics tools and social media insights.
• Provide updates and progress reports highlighting reach, engagement, and key outcomes.
• Share final campaign impact report with lessons learned and recommendations.

4. Eligibility Criteria

The selected and qualified firm must:

• Have at least 5 years of proven experience in designing and executing awareness-raising campaigns, preferably in the social development or humanitarian sector.
• Demonstrate experience in multi-platform digital campaigns, including Radio Programs, TikTok, Facebook, WhatsApp, and other relevant channels.
• Have an in-house capacity for content creation, including scriptwriting, video production, graphic design, and radio programming.
• Proven capacity to conduct needs assessments, content audits, and contextual adaptation of learning materials for awareness raising through digital platforms.
• Provide samples/portfolio of similar work experience on social issues, particularly GBV and other social issues, or related topics.
• Experience working with UN agencies, NGOs, or government bodies on projects related to GBV, gender equality, or protection will be considered a strong advantage.
• Have the ability to produce content in multiple local languages (e.g., Urdu, Pashto and English).

5. Deliverables as per the TORs

6. Geographical Coverage of the Assignment:

Under the Aawaz II Program, the priority districts include Abbottabad, Nowshera, Lower Dir, Malakand, and Buner. However, to ensure wider outreach, the campaign will also be extended to adjacent and other districts across Khyber Pakhtunkhwa

7. Submission Requirements

Eligible and interested firms must submit the following to SPO:

• Detailed Technical Proposal outlining the approach, methodology, timeline, team structure, and roles.
• Financial Proposal: clearly itemized budget with justification for each component.
• Company Portfolio: highlighting past experience in similar assignments.