The assignment
As part of our larger programme addressing child sexual exploitation at the Kenyan Coast, which comprises of both advocacy and service provision interventions, during the peak tourist season of December 2019 – March 2020 TdH-NL intends to run an awareness campaign focusing on child sexual exploitation in general and more specifically on sexual exploitation of children in travel and tourism.
This campaign will combine awareness creation for child sexual exploitation in general (perpetrators being locals as well as tourists), with a call to action for the general public to ‘Do not look away’ and report cases of sexual exploitation of children in travel and tourism specifically.
TdH-NL is looking for a media consultant (or consultancy firm) who can run this campaign on our behalf and under our guidance.
Objectives of the assignment
Plan and locally run the awareness campaign at the Kenyan Coast
Create a publicity buzz around the campaign with local coastal and national media in Kenya
Ensure harmonisation within the existing CSEC programme at the Kenyan Coast, to create synergy of all the (communication) activities planned in this period across all TdH-NL ongoing CSEC projects
Scope of work & deliverables
Identify the main channels to reach domestic & international tourists holidaying at the Coast, as well as the local general public (a) Deliverable: Media selection document, indicating for each medium the rationale for selection, cost and reach
Plan and implement the awareness campaign making use of these channels, ensuring maximum (and repeated) reach of the target audience (a) Deliverable: Awareness campaign planning (b) Deliverable: Proofs of awareness campaign implementation
Plan, develop and produce all the campaign materials needed for this campaign (incorporating existing (adapted) film footage, as well as producing mainly print & outdoor advertising materials in cooperation with our regular press & graphic design studio) (a) Deliverables: All campaign materials needed
Procure the necessary media space for this campaign, negotiating best rates and added value (a) Deliverable: Contracts of all the media space procured
Develop and execute a (free) publicity plan for this campaign, including an official campaign launch, targeting local coastal as well as national Kenyan media (a) Deliverable: Publicity plan document (b) Deliverable: Campaign launch moment/event (c) Deliverable: Media coverage in at least 2 key national media and 2 key local coastal media
Monitor all media activities, their reach and their impact; and report on the same (a) Deliverable: Inception report (b) Deliverable: Mid-campaign report (c) Deliverable: Post campaign report
Duration of the assignment
The awareness campaign should ideally run from 15 December 2019 up to 31 March 2020. Consultancy contract period will be from 1 December to 15 April 2019, to allow for project/campaign initiation and post campaign reporting. Within this contract period we estimate a total of 21 working days (approximately 12 days for tasks 1 t/m 4; 6 days for task 5; and 3 days for task 6).
Required profile of the consultant
We are looking for a passionate and committed consultant with the following profile, or a consultancy firm whose lead consultant for this assignment matches the following profile:
Academic qualification: master’s degree in journalism, communications, public relations, or marketing
Work experience: a minimum of 5 years experience in planning and executing media and public relations campaigns, within a not-for-profit environment focusing on awareness creation
Demonstrable insight in the media landscape in Kenya, and specifically the local media in the coastal area
Demonstrable success rates in achieving free publicity / media coverage for past campaigns/causes
Portfolio of at least 3 similar assignments, including references/recommendations from these past clients
Fluency in both written and oral English and Kiswahili
Knowledge of child rights and related fields of child exploitation is a plus
