TOR to Develop Strategic Communications and Outreach Framework For Peace Messaging /Campaigns (ACT-SCO-10-2018) at Act Change Transform (Act)

Objectives of the Communications and Outreach Framework

The main purpose of the of the Communications and Outreach Framework is to implement strategic communications that lead to better integrated approaches for conflict mitigation, outreach and communications programming. The framework will offer perspectives and insights on communications and approaches for preventing and reducing conflicts, to engage, motivate and educate people, change their behaviors and attitudes, and increase their peaceful participation in electoral/political processes.

The Strategic Communications and Outreach Framework should include among others:

• Communication analysis;The Strategic Communications and Outreach Framework should be evidence-based, focused and considered. Act! will provide the selected consultant/firm with programmatic reports and previously designed strategies and communications products. The communication analysis should include a scrutiny of the participant groups, behaviors that may hinder or enable their desired behaviors and an analysis of communication channels.
• Social and behavioral outcomes for the target audience and communication objectives; These should be linked to the achievement of Act!’s larger program and advocacy goals and will be developed in consultation with Act! The consultant/ firm should establish a comprehensive list of recommended behaviors to be promoted for information/awareness raising/knowledge and will select the few key behaviors for achieving change during the project cost extension period and beyond.
• An audience analysis; that identifies key participant groups in the communication process as well as networks of influencers of community mobilizers who can be called upon during peace outreach initiatives or support behavior and social change among the key participant groups should be articulated as well as the anticipated audience experience.
• Communication messages and activities;The consultant/firm will recommend how to focus the communication messages more strategically to respond to underlying causes or the difficult nature of the behavior itself. The stages of behavior change should be outlined with the accompanying role of communication. Behavioral and communication objectives should be clearly articulated as well as suggested accompanying communication activities.

Proposed Approach

The approach will involve among others literature review, field visits/research and an induction workshop on the developed Communications and Outreach Framework to key Act! program staff

The detailed approach will be as follows:

Situational or environmental analysis; The consultant is expected to undertake a situational or environmental analysis which includes among others social listening of demographic data, study findings and other contextual information in order to identify and understand specific issues to be addressed. In addition, examine the current environment as well as the social and political context as it exists in Kenya to guide the vision of the communications and outreach framework/ plan.

Induction workshop: The consultant will submit a Communications and Outreach Framework/Plan and make a presentation to the program staff highlight key areas of messaging, audiences, media and strategies to use to achieve the objectives of the program as far as promoting peaceful co-existence of communities in target Counties.

Reporting and Supervision

The consultant will work under the overall supervision of the Communications Specialist and with support from the Democracy and Human Rights Program Manager, Monitoring and Evaluation Manager and program staff.

Expected Outputs and Deliverables

The deliverables will be assessed against the provisions of this scope of work set for the assignment. In summary, the following are the key deliverables:

• Inception statement detailing the how of carrying out the assignment, work plan and budget.
• Communication and Outreach Framework outlining key strategies, roll out plan and monitoring and evaluation of measuring the effectiveness of the framework in achieving the program objectives.
• Induction workshop with key project staff on how to apply the proposed communication and outreach framework.

Expertise Required and Qualifications

To be eligible to apply for this role, the consultant/s should have:

• Masters degree in Strategic Communications, Development Communications or other relevant fields. Other team members where applicable should also hold relevant qualifications in any of these areas.
• Experience in developing effective strategic communications strategies and campaign messaging including developing roll out plans.
• Demonstrated experience in Communication for Development principles and approaches
• Knowledge of mass media production, communication and dissemination including creating awareness via written, oral, visual messaging strategies.
• Demonstrate experience in undertaking similar assignments by use of samples of completed work.
• Have good knowledge of multicultural aspects in Kenya, cultural nuances, gender and crosscutting issues.
• Clear articulation of capacity and skills, and innovative approaches to carry out the assignment; as well as ·a clear work plan and articulation of expected methodologies and outputs within the tight timeframe.

Duration and Timing of services

The assignment is expected to take 15 working days from the date of signing the contract.