Terms of reference: Creative / marketing agency – Regional Campaign for the Prevention of Gender Violence Facilitated by Technology

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Location:

Flexible. You can have your operations center in any of the countries where the program is implemented: Mexico, El Salvador, Honduras and/or Guatemala.

Report to:

Ana Cecilia Campos, Latin America and the Caribbean, Regional Program Director

Start date of activities:

November 2024 (To be confirmed)

Contract period:

Estimated duration: 10 months

Type of contract:

Deliverable based contract(AC1) (ME2)

Total budget:

300.000 USD

Who is MAGENTA?

MAGENTA is an agency specializing in the Social and Behavioral Change (SBC) approach. We are dedicated to understanding human behavior and designing solutions that positively impact social development. As a global agency, we operate in the Middle East, Africa, Asia, Latin America and the Caribbean. Using the theory of social and behavioral change and based on evidence, we design and implement SBC strategies such as community interventions, communication campaigns, and improve processes for the delivery of services, among other activities to generate a positive social impact.

Technology-Enabled Gender-Based Violence Prevention Initiative from a SBC Approach

One of the MAGENTA team’s core projects in the Latin America and Caribbean region is the Initiative for the Prevention of Technology-Facilitated Gender-Based Violence (TBGBF) from a SBC approach. The goal of this project is to reduce the incidence of TBGBF in Mexico. TBGBF affects millions of women, adolescents and girls, as well as people from the LGBTTTIQA+ community, every year, and has long-term harm to men and boys.

For the expansion of the project in the second year, the following activities are planned in Mexico, El Salvador, Honduras and Guatemala:

1) More research

2) Development of a communication campaign for social and behavioral change at the regional level

3) A broader set of community engagement activities

4) An increase in the number of advocacy activities

In the context of this project, MAGENTA is looking for a creative agency with regional experience to develop and implement a regional SBC campaign. An important part of the activities will also be the involvement and support of allied civil society organizations in the design, development and implementation of the regional campaign.

What type of agency are we looking for?

· That can demonstrate a solid track record in the design and implementation of campaigns with social purposes in the region (SBC, Social Marketing, Development Projects).

· That can demonstrate a history of implementing campaigns aimed at a young audience (under 30 years old).

· Strong creative conceptual work (i.e. taking a brief creative and transform it into a creative proposal for field activations with local communities that have a high impact).

· Ability to transform a solid creative idea into bold and disruptive actions and designs.

· Ability to plan and manage the purchase of media spaces for the implementation of the campaign at regional and national levels, including traditional, digital, social and outdoor media.

· Deep knowledge of digital culture, social networks, and the design of a specific campaign for this medium.

· Experience and ability to work on sensitive social issues, with a cross-gender approach that avoids blaming victims.

· Commitment to integrating a gender perspective and a trauma-informed approach into all campaign activities.

· Experience in achieving tangible results, including measurable changes in perception, attitudes, beliefs, behaviors and social norms.

· Fluency in Spanish and English by the team members coordinating the project.

We are not looking for an agency that:

· He has only done commercial work and has no experience or sensitivity in issues of social impact

· Cannot work in all formats: video, audio, digital, social, outdoor, etc.

· Have to subcontract considerable parts of the work.

Key Activities (Scope of Work)

Phase 1: Briefing and concept development

Activity 1. Briefing

· Attend an initial meeting with the MAGENTA program team.

· Read the key documents generated during the first year of the project, provided by the program director.

· Preparation of a brief presentation that visualizes the problem:

· Include research perspectives, current cultural events/conversations, and examples of digital discussion on/about the topic.

· Demonstrate understanding of different country contexts.

· Participate in a briefing session where the program team will share all campaign assets developed to date and open the floor for questions.

Activity 2. Creative support during co-creation

· Assist and support in the design and facilitation (in person) of a co-creation workshop facilitated by the MAGENTA program team.

· The workshop will include client representatives, key civil society actors and local experts on the subject.

o Objective: To discuss differences in how selected behaviors manifest, their drivers, and how communication can stimulate positive change.

· Support the initial drafting of creative ideas developed during the workshop.

· Agency participants must provide and submit written contributions, as well as comment on the resulting document.

Activity 3. Creative conceptualization

· Develop three viable campaign concepts for a regional SBC campaign based on the results of the co-creation workshop.

· These three concepts will have to be fully developed and must include:

o 1) “the big idea” and its justification

or 2) name, slogan and hashtag

o 3) un mood board visual

or 4) key messages

or 5) examples of how the creative concept could materialize as video content, social media content, PR activations, and community engagement activities.

· Present final creative concepts in an editable PowerPoint presentation.

· Consider using existing concepts from the pilot project if they are relevant and interesting.

· Support the design and distribution of research stimuli to test campaign concepts with audiences in the four countries.

Activity 4. Brand development

• Develop up to five brand concepts for the campaign, based on a single campaign concept chosen from the three presented in Activity 3.

Phase 2: Concept finalization, campaign planning and production

Activity 5. Refining the concept

• Refine and finalize a single creative concept based on audience testing results, input from MAGENTA and local stakeholders.
• Present the finished creative deck in an editable PowerPoint presentation.

Activity 6. Content and channel planning

• Create a multi-channel, regional and country-specific strategy for the SBC campaign based on MAGENTA guidelines.
• Develop a content strategy that brings the finalized creative concept to life across selected channels.
• Include descriptions of core and supporting assets, and how they address communication challenges for each target audience.
• Provide guidance on sequencing and evolution of assets over time.
• Create an appropriate performance monitoring and evaluation framework for content channels and strategies, outlining ongoing monitoring of the campaign by MAGENTA and local stakeholders allied to the project.

Activity 7. Content production

• Create a package of assets to sustain SBC’s regional communication campaign for four months, with regular interaction.
• Include production and post-production of current and ongoing content, and brand templates for use by local campaign stakeholders.

Phase 3: Dissemination of the campaign and monitoring of results

Activity 8. Media buying

• Buy media space according to the developed channel strategy.
• Include television, video-on-demand, radio, programmatic audio advertising (e.g. podcast), digital media and outdoor advertising (billboards, billboards, etc.).
• Partner with an influencer agency to produce custom content that reinforces key campaign messages.
• Assist in the preparation of a press kit for promotional activities of the campaign.

Activity 9. Distribution of the campaign

• Coordinate the launch of the campaign across all channels.
• Assist local stakeholders in launching on digital media and social networks.
• Troubleshoot issues during campaign execution (e.g. publishing, promotion).

Activity 10. Monitoring, optimizing and evaluating campaigns

• Implement the monitoring and evaluation framework developed in Activity 6.
• Collect and analyze data from associated media.
• Assist local stakeholders in collecting data on campaign outcomes.
• Create campaign performance dashboards for MAGENTA every two weeks during the campaign.
• Participate in monthly meetings with MAGENTA to optimize content and distribution.
• Identify and respond to key performance issues or incidents (security, reputation, etc.) related to the campaign.

How to apply

Next steps

We will carry out a competitive recruitment processwhich will be developed in three stages:

§ Stage 1: Interested agencies must register their interest by sending an email to Mikel Enecoiz (mikel@magentaconsulting.org). Please include the following:

o Quick cover letter (no more than one page) explaining your interest in the project and why it is a good fit.

o Brief summary of 3 relevant/related projects carried out (demonstrating experience) / any other relevant documentation demonstrating your track record in the region and/or related projects

§ Comments or questions about the ToR (terms of reference).

· Stage 2: We will interview up to 6 shortlisted agencies. Each session will last a maximum of 45 minutes. It is an opportunity for us to get to know your agency and its work better and to share more information about the project. It is also the ideal opportunity for you to ask us questions.

· Stage 3: We will invite up to 3 agencies to make a short presentation (no more than 1 hour) describing how they intend to address the problem, including ideas for the first activities of the campaign. At this stage, we want to get to know who in the team will be involved in the project.

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