Search - Call for Proposal: Social media campaign design to prevent violent extremism

Search for Common Ground Indonesia

Terms of Reference

Social media campaign design to prevent violent extremism

Search for Common Ground (SFCG) Indonesia invites applications from marketing and advertising firms/organizations that specialize in social media messaging marketing campaigns, to design a campaign to prevent youth involvement in organized violence, especially violent extremism. The design, done in collaboration with Search for Common Ground staff and in consultation with members of the target audience, will be based on a research on the key drivers of violent extremism. This collaborative exercise aims to bring insights and methods used in for-profit marketing of products into the design of a social and behavior change communications program.

The design will be used to develop content produced by SFCG and partners and to implement a social media campaign aimed ultimately at preventing youth involvement in violence. The methods used will also be used to inform SFCG programming using social media going forward.

The Organization

Search for Common Ground (SFCG) is an international peacebuilding organization that promotes the peaceful resolution of conflicts. SFCG’s mission is to transform how individuals, organizations, and governments deal with conflict - away from adversarial approaches and toward cooperative solutions. SFCG seeks to help conflicting parties understand their differences and act on their commonalities. SFCG implements projects from 56 offices in 35 countries, including in Africa, Asia, Europe, Latin America, the Middle East, and the United States.

SFCG has been working in Indonesia since 2002 and is implementing programs in conflict transformation, peacebuilding, prison reform, conflict sensitive journalism, electoral participation and initiatives with youth, media, government agencies, informal religious leaders and women’s groups across the country.

Background

Youth in Indonesia are exposed to violent messaging and violent extremist material via online platforms and social media as part of recruitment efforts to draw them to join violent extremist organizations. It has been a struggle to find effective strategies to counter this messaging and prevent vulnerable groups from engaging in violent extremist activity. There is a need to strengthen efforts to utilize social media campaigns to reduce youth susceptibility to violent extremist ideologies and to support communities in efforts to build resilience to these ideologies at the grassroots level.

To respond to this challenge, Search for Common Ground is implementing a 24-month project to reduce the influence of violent extremist narratives among internet users - particularly youth - in Indonesia, as a response to growing intolerance and unchallenged hate speech online in recent years.

The centerpiece of this project will be a 12-month multi-pronged communications campaign aimed at preventing young Indonesian internet users from engaging in violence, especially violent extremism. The goal of this campaign is to move past the current status quo and create targeted messaging that provides extremely relevant, alternative narratives to those posed by extremist recruiters. The program will begin with a rigorous inception and co-design phase to ensure messaging and media content is locally-rooted and resonates with those deemed most at-risk. Search will collaborate with a professional advertising or marketing firm to design a behavior change communications campaign that utilizes the findings from the research conducted at the outset of the project.

Key Duties of Consultant

The selected Consultant(s) must perform the following tasks:

1. Feed Into Inception Research Design. The selected consultant(s) will provide key insights for the project’s inception research. The consultant(s) will suggest key questions and review research methodology and documentation to ensure its utility for the subsequent campaign design.
2. Facilitate a design process, based on the core findings of the inception phase research, to create a multipronged messaging campaign that utilizes a user touchpoint journey (or consumer journey) model. This will include establishing an underlying methodology for causing behavioral change and applying it to the campaign. The consultant will participate in and facilitate a design workshop.
3. Design a Multi-pronged Messaging Campaign to cause behavioral changes and prevent the target audience from participating in violence, particularly violent extremism. Produce a deliverable that effectively outlines the campaign’s underlying methodology, approach, and implementation.
4. Provide Advisory Services to the project team during the first six months of campaign implementation.

Deliverables

Applicants should outline proposed deliverables in their proposals for the consultancy, but they should include at a minimum:

1. Input into research design and tools to ensure that the data and insights collected are relevant to campaign design;
2. Workshop plan;
3. Facilitation of campaign design workshop;
4. Design document which outlines all elements of a comprehensive campaign;
5. Structured advisory services for content producers.

The consultancy period will be from March 9th, 2018 to June 28th, 2019.

SN	Activities	Deadline
1	Application deadline	23 February 2018
2	Signing contract	9 March 2018
3	Inception report approval	23 March 2018
4	Draft of the campaign/ communication strategy document	11 May 2018
5	Final campaign/ communication strategy document	25 May 2018
6	First draft of Campaign/Communication Strategy and Best Practices handbook	17 May 2019
7	Final Campaign/Communication Strategy and Best Practices handbook submission	31 May 2019

Remuneration

The schedule of payment of the consultancy fee is as follows:

1. 50% will be paid upon approval of an implementation plan and Inception Report.

2. 50% will be paid upon completion and approval of the final Campaign/ Communication Strategy and Best Practices handbook (in English and Bahasa Indonesia). No Payment (second installment) will be made unless the report is approved by Country Representative/Senior Program Manager, Indonesia.

Supervision of the Consultant

The consultant will work under the Program Manager in collaboration with program staff and the Asia Regional DME Specialist.

Qualifications:

• Experience in designing and executing marketing campaigns for reputable firms which require specific consumer behaviors;
• Experience with data analytics and translating insights into campaign design
• Applied experience in social media campaign design and implementation;

• Proven record of handling social media campaigns or promotions at national level for private sector clients.
• Firms with representative offices in Jakarta and experience doing advertising in Indonesia would be preferred
• History of work in social marketing or behavior change communications is an advantage.

Application process:

Interested candidates should send their CV, technical proposal (including proposed deliverables),  financial proposal (detailing the cost calculations), CV, and similar past experience to phandayani@sfcg.org before 23 February 2018. Short-listed offerors will be invited for further discussion about the proposed approach. Telephone calls and office visit for inquiries are not entertained. They could be the basis for disqualification.