TERMS OF REFERENCE

RFQ-MENRP-25-0022 Social Media Campaign Design and Implementation

BACKGROUND

Oxfam is seeking proposals from experienced consultant(s) or PR/social media marketing agencies to implement a comprehensive and impactful social media campaign under Masarouna project. Masarouna is funded by the Netherlands Ministry of Foreign Affairs, under the Sexual and Reproductive Health and Rights (SRHR) Partnership Fund. It seeks to mobilize the power of young people (YP) for collective action across the MENA region to support their fight for greater freedom of choice and respect for their SRHR through new and innovative pathways for change. The campaign aims to leverage Instagram, TikTok and Facebook to reach and engage a diverse youth audience as well as foster a positive and inclusive conversation around the topics of the campaign.

OBJECTIVES

The campaign primarily aims to leverage social media platforms to reach a wide range of audiences, foster public discussions, maximize engagement and effectively communicate the key messages of the campaign. To achieve that, the specific objectives of this assignment include:

• Develop social media campaign strategy and plan;
• Implement the social media campaign to raise awareness, increase knowledge and disseminate information among the target audiences;
• Create captivating and engaging social media content and materials to implement the campaign as per the approved strategy and plan.

SCOPE OF WORK

The selected consultant(s) or agency will be responsible for implementing the following activities:

1. Social media campaign strategy and plan

• Develop a well-defined social media campaign strategy aligned with the objectives of the campaign. The strategy should clearly define the target audience, key messages for the different target audiences and optimal communication tools and channels;
• Outline a comprehensive plan that includes creative strategies and approaches, content themes, posting schedules, engagement tactics, and key performance indicators (KPIs);
• Develop well-crafted paid social media ads that optimize the reach to the target audiences.

1. Create engaging social media content (Primarily in Arabic, with some English where needed)

• Develop a series of captivating visuals, quizzes, polls, and videos that center around the campaign’s topics, highlighting their significance, challenges, and impact on individuals and society;
• Ensure the content is informative, radical, and encourages open discussions on the subject;
• Organize challenges on platforms like Instagram and TikTok, inviting youth including women and girls to share their stories.

1. Develop an in-person event with followers

• A creative in-person event collaborating with an existing artist or collective, to bring followers together (e.g. Zine making workshop, jewelry workshop, poetry slam, creating a music video).

1. Performance monitoring and tracking

• Develop a robust tracking and monitoring system to evaluate the performance of the campaign including collaborations with influencers.

1. Adaptation and optimization

• Based on performance data and insights, make data-driven adjustments to the campaign strategies to optimize outcomes;
• Continuously improve the campaign's reach and engagement through agile and adaptive approaches.

EXPECTED DELIVERABLES

• Social media campaign strategy and plan.
• 30 bilingual visually captivating posts (translation to be provided by the agency).
• 12 short reels and/or short animated videos.
• Social media accounts management for three months.
• Monitoring reports that measure the reach to organic and paid audiences during the first 4 months compared to targets set in the strategy.

PROPOSAL REQUIREMENTS

Interested consultants and agencies are invited to submit technical proposals that include the following:

1. Agency overview/consultant portfolio: Provide a brief introduction about the social media company, its mission, and its experience in executing impactful campaigns on social issues.
2. Campaign strategy: Propose your approaches and strategies for content creation and engagement. Explain how you will maximize the reach of the campaign while engaging diverse youth audiences.
3. Team and expertise: Introduce the team members who will be working on this campaign and highlight relevant expertise in handling similar projects.
4. Timeline: Provide a detailed timeline outlining the key milestones and deliverables for the entire campaign.
5. Budget: Present a comprehensive budget, including a breakdown of costs for each activity, ad spend, and any other related expenses.
6. References: Include case studies from previous social media campaigns, particularly those focused on social and gender issues.

DURATION

The assignment will commence on May 15th and run for three months, concluding on August 15th, 2025. Contract renewal is contingent upon both funding availability and satisfactory performance.

APPLICATION PROCESS AND SELECTION CRITERIA

Interested consultants and agencies are expected to have the following skills and competencies:

• Demonstrated experience in running a successful and innovative social media campaign;
• Demonstrated experience in producing high-quality multi-media visual content;
• Ability and experience in strategic communications design and implementation;
• Sound understanding of social and gender issues, in particular in the field of SRHR;
• Experience in working with international development organizations;
• Fluency in both written and spoken English and Arabic languages.