About the Strategic Communications Project
To date, there has been insufficient investment in LGBTI activists’ capacities for communications and messaging, including how to gain a deeper understanding of the mindset of target audiences, how to build and frame key messages, and how to implement and evaluate a communications campaign. Building on Astraea’s Media, Communications and Technology Labs (CommsLabs) initiative in Kenya and South Africa, this project aims to strengthen the communications capacity of Kenyan LGBTQI organizations to develop social science-based messaging strategies in support their self-defined and self-led social change work.
Through this project, we seek to bring together the expertise of Kenyan LGBTQI activists with the expertise of social science/strategic communications actors to enable the co-creation of evidence-based communication models. Through a combination of research, convening, grantmaking and capacity building, activists will learn how to change the way people think about LGBTQI issues by connecting with the most deeply held values of their target audiences. The project wants to know how LGBTQI Kenyans are perceived, to understand the messages that will help challenge these perceptions, and to identify effective messengers. The overall objective is to identify, frame, vet and test persuasive messages that Kenyan LGBTQI activists can use to further their self-determined social change goals.
About the Consultancy
We seek an organization with expertise in social change communications to work in deep collaboration and partnership with Astraea’s network of LGBTQI grantee partners in Kenya. With respect to communications expertise, we seek a partner that brings a rigorous social science lens to their work, which may include strategic communications firms that partner with social scientists in their work. The project places a high priority on process, meaning that we are looking for an organization that has the interest, commitment and competence to work in authentic partnership with Kenyan LGBTQI organizations.
We particularly seek a partner who is based in East Africa or who has substantial experience working on the continent. We are also interested in expressions of interest from organizations based anywhere else in the world, particularly those with experience working with activists, on LGBTQI issues, and with a social justice approach. Because this project is complex, we are open to different configurations as we seek to assemble the right skillsets. We therefore welcome a) collaborative proposals from teams of organizations/researchers, and b) expressions of interest to work on specific aspects of the project only, wherein Astraea would assemble the team.
The partner(s) will lead three main areas of work:
Landscape mapping | With guidance from Kenyan LGBTQI activists, conduct primary and secondary research to provide a robust understanding of the psychosocial/cultural norms and historical factors that influence public perceptions of LGBTQI issues in Kenya, in order to: identify some of the key drivers of attitudes and stereotypes, and identify strategic points of entry and opportunities to achieve positive gains and successes. Specific milestones and deliverables include:
Consultations with Kenyan LGBTQI activists about their research priorities and needs
Development of a research plan that details approach to attitudes mapping and research, including methods for message testing/validation
Production of research
Presentation and discussion of research findings with Kenyan LGBTQI activists
Messaging Development & Testing | In close partnership with Kenyan LGBTQI activists, develop and test messages to promote greater respect for the rights of people with diverse sexual orientations, gender expressions and identities. Steps will include building understanding of the contexts and challenges of Kenyan LGBTI activists; identifying strategic objectives and key audiences; supporting activists to understand the methodology behind changing attitudes and the steps that need to be undertaken for effective messaging; and identifying and testing messages with key audiences. Specific milestones and deliverables include:
Development of a plan for participatory engagement and training in messaging and communications with approximately six Kenyan LGBTQI organizations
Design, facilitation and delivery of participatory trainings on message development and testing at strategic communications-focused CommsLabs convening in Kenya
Development of plan for message testing and validation, including detail on data collection and audiences, to be approved by Astraea and by Kenyan LGBTQI organizations
Design, facilitation and delivery of message testing and validation with key audiences
Discussion and engagement with Kenyan LGBTQI activists about the findings and how to apply them in communications efforts
Provision of follow up accompaniment support to Kenyan LGBTQI organizations as they implement their own messaging and communications work
Monitoring and Evaluation | Throughout the project, monitor and evaluate the project’s methodology and effectiveness to produce learning and best practices for activist-driven communications and messaging work.
Ongoing evaluation and adjustment to project design, based on ongoing results
Provision of quarterly reports covering project activities and ongoing lessons learned
Provision of a final narrative report that describes deliverables and achievements; identifies lessons learned, needs, gaps, challenges and opportunities; and makes recommendation for how funders and activists can support strategic communications
Provision of a final financial report that comprises a detailed account of all income and expenditure related to the project
The partner(s) will be supervised by Astraea’s Strategic Communications Project Coordinator and the Director of the LGBTI Global Development Partnership, and work in close partnership with Astraea’s senior program officer for Africa and Kenya country consultant. If the partner is not based in Kenya, travel will be required. This project is funded by several public and private donors, including USAID through the LGBTI Global Development Partnership.
