TOR for partnering with an agency for engaging media and communications for positively influencing perceptions about the value of women and girls

30 December 2019

I.    Background:

UNFPA’s 9th Country Programme Cycle in India (2018 – 2022) focuses on addressing harmful practices such as gender-biased sex selection and child marriage, and gender based violence (GBV); empowering young people with the life-skills and information they need to lead healthy and empowered lives; ensuring universal access to high quality sexual and reproductive health and rights; and using population data to maximize the demographic dividend.
UNFPA’s programme on ending son preference is based on a series of intervention strategies designed to contribute to advancing gender equality and addressing the underlying structural inequalities and social norms. The programme is based on collaboration with the Ministries of Health, Women and Child Development, NITI Aayog, the Census office, state governments, and with local and regional experts. UNFPA supports training of the judiciary, administration, medical community, media, and civil society. UNFPA’s efforts focus on building evidence for effective policy action. UNFPA also supports global, regional and south–south initiatives to address the issue of gender-biased sex selection in other countries having adverse sex ratios. 
As part of its programme on ending son preference, UNFPA proposes to work towards enhancing the value of women and girls through multi sectoral engagement including with the government, media and civil society. UNFPA recognizes the key role that the media and communications can play in the process of socialization and social change- especially in terms of raising awareness, influencing attitudes, suggesting appropriate behaviours and reinforcing or tackling stereotypes. 

UNFPA is interested in exploring and supportive positive ways in which the media can be engaged to advance gender equality and enhance the status of women and girls. 

The purpose of this assignment is to support engagement with media and communications, and civil society partners for enhancing the value of women and girls.  

II.    Objectives: 

This assignment is to: 

•    Raise gender sensitivity of media and continue capacity building efforts of professionals from media and advertising especially with respect to enhancing the value of women and girls
•    Support the creation of an enabling and supportive environment that will encourage gender sensitive, content development, news reporting, and social media management
•    Support initiatives that acknowledge and reward gender sensitivity in the media
•    Support multi-sectoral dialogues between the government, media and civil society organizations to strengthen collaboration across stakeholders to support gender sensitive advocacy and communications for enhancing the value of women and girls

III.    Scope of Work:

  • Identify, map and engage a pool of media professionals for promoting the value of women and girls across different media (news, film making, advertising, social media)

Timeline: One round of meeting with the media professionals to be organized before June 2020

  • Organize regular issue-based workshops and training for journalists and advertising professionals to sensitize them on focus areas including harmful practices (gender biased sex selection and child marriage) and gender based violence; the trainings will include technical inputs on the issues of concern, and cover key elements for encouraging nuanced, sensitive and ethical reporting and content development 

Timeline: Organize two capacity building workshops before June 2020

  • Institute media fellowships (10 fellowships each year) to identify and build capacities of young journalists for increasing sensitive coverage around gender equality and women’s rights

Timeline: Fellowships for each year to be announced and awarded before the month of June 

  • Support national and regional award events to recognize journalistic and advertising good practices on identified issues

Timeline: For each year: At least one regional award event to be organized before June; National and remaining regional award events to be organized before December of that year

  • Conceptualise and carry out a 360 degree mass media campaign on promoting greater visibility and acceptance for daughter only families
  • Develop advocacy products (video spots, jingles, radio skits, IECs, images and design assets)  for distribution on multiple platforms, for countering son preference and promoting gender equality
  • Organize multi sectoral dialogues with the government, media and civil society actors to strengthen advocacy efforts in enhancing the value of women and girls

Timeline: Organize one multi sectoral dialogue before June 2020

  • Conduct an effective media mapping exercise through the duration of the project to assess the achievements and impact of the project  

IV.    Key Skills, Technical Background and Experience Required

The potential candidate should be an organization working for women’s rights, with expertise of engaging the media and civil society organizations in addressing harmful practices against women and girls. 
It should have prior experience in engaging with media professionals, networks and associations; organizing media awards and fellowships; and capacity building for the media. 
Experience with campaigns focusing on gender biased sex selection and other social issues is a strong asset. 

V.    Duration:

2 years January 2020-December 2021