PR Campaign Consultant (INT7482) – Philippines – Manila

Philippine Nationals Only

*** This is an urgent recruitment and applications will be reviewed as we receive them. 

 

Oxfam is a global movement of people working together to end the injustice of poverty.

Background

The COVID-19 pandemic triggered health and economic crises globally. Restrictions aimed at flattening the curve has crippled economies and caused the shutdown even of well-established businesses worldwide. 

In the Philippines, the GDP dropped by a staggering 16.5% as the government focuses on flattening the curve. Lives have been put on indefinite hold by quarantine measures. Those who still had jobs had to work from home and children had to adapt to alternative learning modalities.  Homes now function as workplaces, classrooms, even as restaurants and entertainment venues. The service, retail and hospitality industries which are most affected by the lockdown and restrictions caused by the pandemic have high concentrations of female employment. 

Investing in Women (IW), an initiative of the Australian Government, reports that six out of ten families have lost all or most of its income because of suspended jobs, reduced hours and pay, or forced unpaid leaves. IW’s report is evidence of the negative impact of the pandemic on the mental and physical health of members of the household as many take on increased child and elderly care, household responsibilities and unduly burdened by financial worries. 

The COVID-19 pandemic data and stories highlighting the intensification of preexisting inequitable gender division of labor abound. A Rapid Gender Assessment (RGA) of the pandemic done by Oxfam, UN Women and Plan shows 44% reported an increase in intensity of care work at home. Of this figure, 68% were women who said they spent more than five hours a day doing unpaid care work (UCW). 

Males shared care and domestic responsibilities during the pandemic but the RGA notes that such behavior may not necessarily mean a shift in beliefs and attitudes on UCW. Even during the pandemic, women continue to bear the burdens of care work disproportionately as many of them also assume roles as community or volunteer local health workers. 

Available data and persistent belief that men are the primary breadwinners and women are better at UCW all point to the disproportionate burdens that women face in these difficult times. It is also indicative of the urgent need to recognize the intricate links between economic crisis and gender division of labor; as well as the economic importance of valuing unpaid care and domestic work to the same level and degree as productive and paid labor in the formal economy. Only when these are considered important factors in the country’s post pandemic response will genuine economic recovery be realized.

This campaign influencing gender norms in the time of the COVID-19 pandemic is fully aligned with past and current Oxfam’s projects and initiatives, and to the firm commitment of advancing gender justice and resilience as a cross-cutting approach to end poverty. Oxfam delivers to this commitment by challenging inequality, changing structures, norms and values that are central to advancing women’s access to resources and information; enhancing women’s ability to organize and meaningfully participate in decision-making; ending gender-based violence; and promoting gender equality in humanitarian emergency responses.

This campaign is anchored on the belief that behavior change is possible through practice and the act of doing. This influencing campaign on challenging gender norms in the time of the pandemic is informed by the Positive Deviant Approach which assumes that communities have the expertise and resources to define and identify solutions to communal problems. The campaign builds on the collective intelligence within these communities and enables them to discover ways of solving their own problems by drawing out and highlighting positive deviant practices.

By the end of this campaign, the following are expected activities:

1. Positive shifts in gender norms are promoted by a community of local influencers;

2. Unique practices and positive deviance among urban millennial men and women, that is, those born between the years 1981 to 1996 residing in urban areas and working in the formal sector who challenge traditional thinking on UCW and breadwinning are highlighted; and,

3. Discussions and debates on the impact of COVID-19 on gender norms, shared UCW and breadwinning responsibilities among various stakeholders and key actors and millennial workers in the formal sector are initiated.

This campaign seeks to create a positive shift in gender norms which currently restrict women’s significant participation in the formal economy, either as employees or as entrepreneurs. The strategy and focus of this influencing campaign will be on challenging gender norms among urban millennials employed in the formal sector, specifically those employed in the business process outsourcing (BPO) industry. 

The intended outcomes of this influencing campaign are: 

• Sustain community-led (community of millennials and influencers) inquiry and advocacy for positive gender norms particularly around UCW and women’s breadwinning in the time of COVID-19;

• Institutional partners and advocates identifying and leveraging solutions and recommendations around shared care work and breadwinning among urban millennials in the formal sector

Ultimately, the final outcome of this influencing campaign is for decision-makers to consider solutions and recommendations in promoting/supporting UCW and women’s breadwinning among young workers in the formal sector towards genuine economic recovery from the negative effects of COVID-19.

Purpose and Expected Output

The purpose of this consultancy is for a team of creative consultants and advocates, which may include advertising agencies, to conceptualize, produce, and implement a high-quality digital campaign that will: 

1. Engage a community of influencers towards deepening knowledge on positive deviance on UCW and breadwinning among urban millennials;

2. Create and strengthen partnerships among and between social media influencers, private sector and public relations firm to promote positive social norm shifts, and provide a supportive environment for shared UCW and breadwinning responsibilities; and

3. Inform urban millennials in the formal sector on positive gender norms on UCW and breadwinning in the time of COVID-19.

The consultant is also expected to heavily use social media analytics, audience insights and influencer discovery data, which will be done through Oxfam’s media monitoring and social listening tools. Data gathered will be used to provide evidence for influencing work and measuring success. 

Scope of Work

Oxfam is engaging the services of a team of creative consultants and advocates, which may include public relations and advertising agencies, to conceptualize, produce, and implement a high-quality digital campaign through a consultancy arrangement. 

The campaign will include the following components at the minimum:

1. Develop an overall communications campaign plan and strategy that will most effectively deploy critical messages during the 8-month project implementation. The campaign plan and strategy will include: (a) clear presentation of the overall conceptual theme, objectives, key audiences, and success indicators, (b) selection of online channels and corresponding components; (c) workplan detailing the communication activities; and (d) campaign evaluation report

2. Development of a social media calendar employing strategies that will generate engagement and participation

3. Creation of an online community group with at least 1,000 members that will sustain the conversation on unpaid care work

4. Engagement of at least ten personalities and influencers known to be care work champions

5. At least three (3) online mobilization events/webinars/online media forum during key campaigning moments with influencers

6. At least three (3) 1-2 minute videos highlighting unpaid care work in the context of the pandemic (including sitners/template/raw files turnover)

7. At least thirty (30) high quality sharegraphics (including template/raw files turnover)

8. Management of social media advertising

9. At least two press releases published in at least ten online news platforms

10. At least three feature articles published in three online news platforms

11. At least three media interviews on television or radio

12. Monthly reporting of campaign progress

Oxfam shall provide the minimum guidelines and parameters of this consultancy with the end goal of 20 million Filipinos reached and 100,000 engagements across all digital platforms. 

Period of Engagement:   May 05, 2021 until December 31, 2021

How to apply?

Applicants are invited to submit the following:

1. Team profile;

2. One-page cover letter introducing the applicant(s) experience and how the skills and competencies described above are met;

3. A campaign pitch and strategy of no more than 5 pages that should, at the minimum, describe in detail the proposed message, deliverables and milestones, and the total cost for the conceptualization, production, and implementation of the mass media campaign; 

4. Materials featuring a sample media campaign previously implemented and conceptualized similar to this present engagement.

5. All interested applicants/organizations should submit their CVs/organization profile and expression of interest (EOI) on or before 03 May 2021 to Oxfam Philippines. Relevant documents should be emailed to: [email protected] and [email protected] .

Other Responsibilities

• Adhere to Oxfam’s principles and values as well as the promotion of gender justice and women’s rights.
• Perform priority organizational tasks related to his/her competencies as may be assigned from time to time.

Organizational Values:

• Accountability – Our purpose-driven, results-focused approach means we take responsibility for our actions and hold ourselves accountable. We believe that others should also be held accountable for their actions
• Empowerment – Our approach means that everyone involved with Oxfam, from our staff and supporters to people living in poverty, should feel they can make change happen
• Inclusiveness – We are open to everyone and embrace diversity. We believe everyone has a contribution to make, regardless of visible and invisible differences.

Our values and commitment to safeguarding

Oxfam is committed to preventing any type of unwanted behaviour at work including sexual harassment, exploitation and abuse, lack of integrity and financial misconduct; and promoting the welfare of children, young people and adults. Oxfam expects all staff and volunteers to share this commitment through our code of conduct. We place a high priority on ensuring that only those who share and demonstrate our values are recruited to work for us.

Note: All offers of consultancy will be subject to satisfactory references and appropriate screening checks, which can include criminal records and terrorism finance checks.

In response to Covid-19 if you are offered a role where you are required to travel between countries please ensure you have been briefed by the Hiring Manager about any changes to working or precautions you should take as part of your role.