Call for Proposals: Enabling Effective and Conflict-Sensitive Responses to COVID-19 to Preserve Social Cohesion in Fragile Contexts in the Middle East

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1. About the Project

Search for Common Ground (Search) seeks to support effective, conflict-sensitive response to the COVID19 pandemic that prevents further deterioration of social cohesion in fragile contexts. The action will be in the Middle East, namely in Iraq, Jordan, Lebanon, Palestine, Syria, and Yemen, with the establishment of a global community of practices that will advance learning.

The project main aim is to:

Rendering the response to the pandemic in the target countries more effectively by ensuring, citizen acceptance of the response through access to reliable information. Mitigating the negative impact of the crisis on social cohesion and prevent it from exacerbating existing conflict dynamics Building global capacities and tools to promote resilience to pandemics as a means to mitigate similar threats across societies

2. Goal and Objectives

• As part of the “Enabling Effective and Conflict-Sensitive Responses to COVID-19 to Preserve Social Cohesion in Fragile Contexts in the Middle East” project, Search for Common Ground (Search) proposes a multimedia campaign entitled “Community Cohesion in the Time of Corona” ( التماسك المجتمعي في زمان الكورونا ).This is a brand under which Search will produce similar media programmes across the MENA region (adapted to the local languages and realities of each target country) to explore social and household relations and gender norms amidst the economic and social effects of the pandemic. Community Cohesion in the Time of Corona will contribute to the below objective of action:
• Mitigate the harmful effects of the COVID-19 crisis on social cohesion, stability, and ongoing conflict prevention efforts (Bridging Dividing Lines & Tackling Root Causes) The target countries of this multimedia campaign will be Palestine, Iraq, Lebanon, Jordan, Syria and Yemen. We will mobilize artists, youth (aged 18-25), and women from different socio-economic, ethnic, and cultural backgrounds, along with local and social media influencers to develop culturally relevant, conflict and gender-sensitive content that promotes a shift in the audience perceptions around social and household relations towards more cooperative and inclusive interaction across dividing lines. By applying a regional approach, these video capsules will remind the audience that ‘we are in this together’ beyond national borders, highlighting models of cooperation that transcend cities or groups, thereby enhancing regional solidarity. Community Cohesion in the Time of Corona will reach approximately four million people across the region through a social media campaign that will leverage Search’s and partners’ platforms, including Facebook, Instagram, and WhatsApp. The target audience will be all of society in these countries. We will tailor each video capsule’s content to a certain audience (be it young girls, IDPs, minority groups, etc.) and we will be intentional about the Search for Common Ground | MENA time in which we will launch it on social media or air it on Television channels (TV) to achieve the highest possible reach.

3. Geographic Locations

• The project will be the community at large in the Middle East targeting Palestine, Iraq, Lebanon, Jordan, Syria and Yemen as well as practitioners, influencers, and policymakers working at the intersection of the health, social cohesion, and conflict sensitivity.

4. Description of Action

• The Challenge

As countries in the Middle East and North Africa (MENA) respond to COVID-19, the pandemic is creating new challenges for conflict-affected areas, their communities, and health infrastructures. All countries in the MENA region have implemented containment measures, most of them have enforced curfews, and the closure of services and businesses. A broad range of socio-economic and psycho-social impacts, which are disproportionately affecting the most vulnerable, are already visible in the region and have the potential to significantly exacerbate existing conflict dynamics.

First, social cohesion is at risk as high-intensity health-related crises can build tension towards marginalized groups, such as internally displaced people (IDPs), refugees, and minorities, and intensify existing dividing lines. The closure of schools, markets, religious sites, and other elements of public and civic life have reduced contact between people of different religions, ethnicities, social classes, and other categories. These social distancing measures inhibit social cooperation, undermining the potential for positive relationships between different groups and creating opportunities for scapegoating and rumours.

Second, reduced access to external support such as legal interventions and protection increase the risk of violence against women and girls (VaWG), which UN Women has called a “shadow pandemic” in a recent report.

Third, limited access to resources and service delivery, along with stress associated with economic and social disruption, can fuel tensions across the poorest and most vulnerable sections of the community.

Moreover, COVID-19 has triggered a proliferation of information and an infodemic of rumours and mis/dis-information, as stated by the World Health Organization, which are negatively influencing societies and exacerbating existing tensions.

Proposed Project Activities

Online Media Content Development Workshops: The project will convene key stakeholders (trusted and non-partisan local influencers, media actors, youth groups, artists, and health experts) from target countries in country-specific online or in-person workshops to develop engaging and entertaining media content and messages. The media content will be packaged in short, catchy video capsules that will:

• Address issues of social cohesion by showcasing models of inter-communal or inter-group cooperation (e.g between host communities and refugees, between different ethnic and religious groups, between community members and authorities).
• Spread messages of resilience, hope, and love, as well as highlighting empathetic characters, who are identifiable and relatable across socio-economic or cultural divides.
• Disseminate content that aims to shift audience’s perceptions around the permissibility of VaWG which has seen a staggering increase during countries’ lockdowns. As the context shifts, the content produced will adapt; for instance, shifting from raising awareness on lockdown to “smart” or partial lockdown measures that the government will be developing for the coming months. In a post-COVID context, spots could focus on the destigmatisation of survivors or raising awareness on resources that exist to assist in reporting of VaWG or that support recovery.

Five online content development workshops (one per country); 25 video capsules’ content developed (five per country).

• Production of five to eight short videos capsules per country (between 25-40 videos in total) of the duration of three to five minutes. Videos to be in Arabic within a single branding; to be disseminated through social media across the target countries.
• Disseminating the video capsules on trusted existing platforms on a two-pronged dissemination approach.
• Launching a far-reaching social media campaign on Search’s Facebook, Instagram and WhatsApp platforms, as well as media partners’ social media platforms. Search will consider partnering with one TV network in each country, to disseminate the set of 25 video capsules twice a day over a period of one to three months. We will select specific airing times depending on the audience that we aim to reach with each message.

One regional social media campaign launched; monthly TV.

• The project aims to launch a regional social media campaign targeting in the listed targeted countries mobilising artists, youth (aged 18-25), and women from different socio-economic, ethnic, and cultural backgrounds, along with local and social media influencers to develop culturally-relevant, conflict- and gender-sensitive content that promotes a shift in audience perceptions around social and household relations towards more cooperative and inclusive interaction across dividing lines. Additionally; disseminating these video capsules on trusted existing platforms.

5. Scope of Work

• In order to formulate a Media & Communications strategy and to implement a comprehensive Media and Communications Campaign activity, services of a marketing, creative, communications or production agency(ies) is required.

The scope of work presented is based upon circumstances existing at the time the RFP is released. Searchreserves the right to modify and, if appropriate, add additional tasks prior to and during the term of the contemplated contract.

1- Strategy Development

• Conduct research on appropriate messaging and mediums through methodologies relevant to demographic and psychographic information.
• Design a comprehensive communication strategy for the campaign to support an effective, conflict-sensitive response to COVID-19, in a way that prevents further deterioration of social cohesion in fragile contexts.
• Refine strategy based on progress of the campaign in the proposed countries in terms of reach, frequency and effectiveness, particularly as it relates to different outcomes in those terms for different activities.

2- Creative Production and Implementation of Campaigns

• Creative production of content in various forms (video, digital and social media). This will be for selected specific campaigns based on the strategy to be developed as in section (1).
• Implementation of specific campaigns utilizing that creative production, including required activities to implement the campaign, such as media, digital and social media promotion, and other required actions. This will be for selected specific activities based on the strategy to be developed as in section (1).

Potential activities anticipated (and others not listed may be undertaken) are listed below. If the agency(ies) has additional suggestions for activities or wishes to comment on the anticipated effectiveness (both in terms of reach, outcomes and value-for-money) of the potential activities in the target countries, they are invited to do so. All activities will have to be agreed and signed off by Search.

The current list of potential activities includes:

• Video

Video-based engagement may take the form of both television and online.

Video is a compelling, powerful tool to communicate messages, as a medium with the dynamic combination of sight, sound and action that makes it easy to reach specific target audience through both online and a host of channels. Video-based engagement may take the form of both television and online.

• TV Spot: The selected agency(ies) will be required to support Search in buying media/ airtime in TV shows as per the approved media plan to promote and share the video capsules produced.
• Online or Shareable Video: Online video is intended to provide information creatively to ensure it can be promoted and shared virally (this may be a component of a social media campaign). The selected agency(ies) will be responsible for conceptualizing, creative production and promotion of video online. The agency(ies) may also engage in alternative promotion of the video.

Video formats include: Five online content development workshops (one per country); 25 video capsules’ content developed (five per country) as in Proposed Activities section (4. Description of Action)

It is anticipated that the majority, if not all, of the content for video production (both TV and Online) will be freshly shot for this engagement. All graphics/ animations/ images used must be developed in house or purchased under applicable laws.

Social Media promotion and engagement

With the proliferation of social media, it has become imperative to keep pace with the different channels and forms of communication to ensure that the message is disseminated far and wide and reaches out to the intended audiences in all potential channels accessed by them. The selected agency(ies) will be required to undertake a comprehensive social media campaign on social media including but not limiting to Twitter, Facebook, YouTube, Instagram, WhatsApp etc. The campaign may involve creation of textual messages, videos, advertisements, web posts, blogs, etc.

Indicative list of activities for channels are listed as under for reference, however final list of activities shall be designed based on the requirement of Search on selected social media platforms.

• Facebook and Twitter: the existing Search Facebook and Twitter accounts may be activated further by regular post and tweets respectively (e.g. daily) on important ongoing/ upcoming information messaging on the platforms. New information/ contests/ discussions/ groups/ rewards may be posted and tweeted on a daily basis. The selected agency(ies) may also recommend other popular social media channels to be associated with in order to amplify the message and ensure it reaches the intended audiences.
• YouTube: The existing Search YouTube account may be activated further by uploading all audio-visual media, interviews, animated films etc. Pre-roll ad which is a promotional video message that plays before the content the user has selected may be created and posted on most watched or popular videos to increase awareness information messaging.
• Influencers: The selected agency(ies) may be responsible for bringing influential and noted influences along with a bio of each (social media personalities, bloggers, health representatives etc.); yet the list is subject to the approval of Search. The influencer may be required to promote the video capsules, creative content and key messages developed by the agency.

Provide all necessary bandwidth, networking, any other technical support as required for the implementation of specific campaign activities.

3- Manage social media presence

• Develop content, creative and communication done across Social Media platforms.
• Ensure that there is uniform communication across all the Digital Platforms and if required will sync the offline Communication and Campaigns on the Digital Media.

4- Tracking and assessment

• Track and assess the outcome of campaigns and utilize that information to refine strategy and enhance subsequent campaigns, incorporating the insights in campaign materials and activities.
• The agency(ies) will propose how to track progress and outcomes (to be agreed with Search). Tracking and assessment may require digital activities or other mechanisms for tracking.
• Commentary on the reporting, documentation and related measurement such as stories of change or specific metrics, sometimes referred to as key performance indicators (KPIs) which can be measured at weekly, monthly and quarter intervals.

6. Deliverables

• Selected agency(ies) must provide a creative brief before the regional campaign outlining the goals, objectives, audience, budget and metrics.

The Deliverables will comprise both specified core deliverables and responsive deliverables which are to be defined. Specified core deliverables are expected to be included in the technical and financial proposal as a specified component (in terms of time and activities allocated, as well as cost). The responsive deliverables will be on an ‘on-call’ or ‘on-request’ basis, with the costs specified in the manner of a ‘rate card’ for different standard deliverables as part of the financial proposal.

Specified core deliverables:

1- Strategy Development

• Submit a plan for development of a comprehensive strategy in response of COVID-19 pandemic that prevents further deterioration of social cohesion in fragile contexts within 10 days from the effective date of the contract. The time frame for completion of the strategy development will be based on the required inputs and methodology for the strategy that the agency(ies) proposes. Deliver a comprehensive strategy that defines the target audience(s), messaging, activities, their expected impact, content required for those activities, and timeline for implementation, along with other components that the agency(ies) chooses to include in the plan. All in line with the overall objective in the support of an effective, conflict-sensitive response to COVID-19, in a way that prevents further deterioration of social cohesion
• Refine the Strategy at an agreed point, after implementation of specific activities, based on tracking and assessment of the outcomes of those activities.

2- Knowledge management:

• Creative content repository: The agency(ies) will maintain a repository of both raw (editable) and final production versions of creative content, which Search will have continuous access to.

3- Social media management:

• Develop content, creative and communication done across Search Social Media platforms. This will include regular updates and posts as well as moderation of comments and engagement as per best practice.
• Social media management will commence after completion of the Strategy as in Strategy Development (6. Deliverables) timeline.

Responsive deliverables:

4- Creative Production:

• Preparation and production of creative materials for various requested activities and creative production needs, subject to the approval of Search for creative works.

5- Campaign Implementation:

• Implementation of the specified campaign activities required for the requested activities, including all required activities to implement the campaign, such as media, social media promotion, and other required actions that are specific for each activity.
• Track and assess the outcome of the specific activities that are requested as part of campaigns, including digital activities or other mechanisms for tracking. The agency(ies) may propose how to track progress and outcomes for specific campaign activities.

7. Timeline

• Activities will be implemented over the course of 12 months, and the last month will be dedicated to close-out protocols and the final evaluation.

8. Budget

• The agency(ies) should indicate the financial offer per Section (6.Delivarables). The allocations will be used to demonstrate the agency’s on resource allocation and compensation. If the commission or other fees are part of the media or production breakdown, agency must list the percentage rates of these commission and fees.

9. Requirements of the Agency

• The agency(ies) to be selected is anticipated to have the capability to deliver strategically, creatively, and operationally.

The agency(ies) will have the following capability and experience:

• Capability and experience with communications strategy development, including insight gathering, audience identification, development of messages, assessment of appropriate mechanisms for reaching desired audience, budget optimization, and developing and documenting a comprehensive strategy.
• Capability and experience with creative production (from conceptualization to final production) for the range of activities. The agency(ies) may be able to provide some of this capability through joint arrangements with other local agencies to execute production of particular materials. Capability and experience to operationally deliver the necessary actions for carrying out the specified campaigns, including media placement (e.g.TV and digital), social media and digital online promotion activities and other required activities. The agency(ies) may be able to provide some of this capability through joint arrangements with other local agencies to execute particular activities.
• Have a presence in the MENA region, specifically Palestine, Iraq, Lebanon, Jordan, Syria and Yemen.
• Have the experience and capacity to reach audiences in the target countries
• Have an existing track record of at least (5) years and having undertaken a prior comprehensive or nationwide campaign recently.
• Be highly regarded, ideally evidenced by winning a major international award or a local award given by any acclaimed award giving body

10. Selection Criteria

• Proposals will be reviewed and evaluated by Search.
• Evaluation of the proposal will be under the jurisdiction of Search. Search will evaluate all material submitted and engage in interviews or discussions with the respondents deemed as most qualified, based on initial response.
• Search reserves the right to reject any or all submissions or to waive any minor defects or irregularities in any submission.
• Search will favourably consider proposals from agencies that demonstrate diversity and inclusions practices.
• Search reserves the right to select more than one agency(ies) based on in country activities or specific activities.
• Search further reserves the right, without prior notice, to supplement, amend or otherwise modify this request for proposals or otherwise request additional information from any or all proposers. All materials submitted become the property of Search for internal use only.

Agency(ies) can submit country-specific proposals for one or several countries rather on at the regional level should they deem fit.