Terms of Reference to develop coherent and quality key messages on ethical and responsible digital journalism and ensure quality control

Introduction and Background

Since November 2023, the Norwegian People’s Aid (NPA) jointly with the Great Lakes Initiative for Human Rights and Development (GLIHD), is implementing a three-year EU funded project (2023-2026), entitled “Protecting and Promoting Responsible Freedom of Expression, Enhancing Access to Information and Improvement of Digital Media Literacy in Rwanda (PPRFR)”. The project is dubbed “Ijwi Riranguruye ry’Itangazamakuru” in Kinyarwanda or ‘’IRI’’ in abbreviation.

Overall, the project seeks to contribute to addressing limited access to information, limited quality of the content that digital media feeds the public with and responsible exercise of freedom of media in Rwanda. Key approaches underpinning the project design and implementation include mass campaigns to enhance citizens’ critical knowledge on digital media literacy and capacity development for media practitioners, digital content creators and citizen journalists.

It is under the above background that NPA is seeking consultancy services from qualified local media expert/ media capacity development organization to design coherent and quality key messages on ethical, fact-based and responsible digital media to inform the planned mass campaigns to enhance citizen’s digital media literacy, and tailor-made capacity strengthening to digital media practitioners and content creators. The consultant/consultancy company/ organization will be responsible to ensure the quality control during the design and implementation of mass campaigns and other related activities.

Project Summary

The three-year project was designed to address some of the existing critical gaps resulting from the rapid evolution of information technology, internet penetration and proliferation of media outlets including the increasing wide use of social media. Some of these gaps include limited digital media literacy including limited knowledge and skills among media practitioners, digital content creators, citizen journalists on fact-based content development and sharing, responsible and ethical digital media and journalism, limited knowledge and capacity among citizens to critically assess and thus discern on the quality of the digital information or content they share and or consume.

Specifically, the IRI Project, which is in pursuit of a long-term goal of enhancing freedom of expression and access to information by digital media practitioners, citizens and decision makers in Rwanda, is is primarily targeting digital media practitioners, content creators and citizen journalists as direct target boundary partners. The project will directly work with digital media practitioners who are officially accredited by competent media regulators and those who are not (informal) to empower them to produce and share more ethical and responsible digital content meant for public consumption, which is critical for their responsible exercise of the freedom of expression in the digital space.

NPA and its partners believe that with technical empowerment to be provided to media and content creators, their satisfaction level regarding their freedom of expression in digital media space will increase over the course of the project and ultimately contribute to improved citizen satisfaction with the quality of digital media content.

The project also primarily targets different duty bearers, including law enforcers, at local and national levels who will be engaged to better know and observe the right to freedom of opinion expression and press and access to public information. Citizens from different walks of life are equally targeted and they will be empowered to critically scrutinise the credibility of the content out there in the digital space which is meant for their consumption.

Geographically, the IRI is being implemented in 10 districts of Rwanda namely Nyarugenge, Bugesera, Kirehe, Gatsibo, Gisagara, Nyamagabe, Huye, Nyamasheke, Ngororero and Musanze.

Objectives of the consultancy

As a prerequisite to achieve the project’s first outcome “Digital media practitioner’s and citizens capacity is enhanced to promote responsible freedom of expression in the digital space”, and ultimately contribute to the overreaching goal of enhancing freedom of expression and access to information by digital media practitioners, citizens and decision makers in Rwanda, the individual media expert/ media organization to be hired is expected to design key messages that will be used by project implementors during some key project activities (e.g., trainings of digital media practitioners and content creators, mass campaigns, etc.). The quality and coherent messages that will be developed under this consultancy will help the program implementors to minimize the risks of duplicated messages to the similar audience and eventually address the anticipated challenge of inconsistencies in messaging during key activities. The successful consultant/organization will ensure that the developed content for trainings, campaigns and digital literacy activities are coherent, of high quality and coherent, and aligned to the key messages.

Specifically, the consultancy seeks to:

• Develop coherent and quality messages fact-based, ethical and responsible digital journalism.
• Provide quality control to ensure that the right and quality messages are delivered to the right audience at the right time as expected during the trainings, mass campaigns, media dialogues, and digital literacy and awareness activities.

Scope of Work (SOW).

The successfully media expert/ organization will perform but not limited to the following key activities:

• Review project documents and other relevant documentation to have good understanding of expected results of the project
• Engage relevant staff at NPA and GLIHD during the design of the key messages.
• Consult the digital media practitioners and content creators to inform the design of the key messages.
• Design coherent and high-quality messages that will guide and inform the design and delivery of project activities such as trainings, media shows and mass campaigns.
• Prepare target short messages including different types of the content for social and traditional media and target audiences and communication modalities.
• Provide quality assurance services during design and delivery of mass campaigns, radio drama on the impact of digital media information, digital literacy, messaging using Unstructured Supplementary Service Data (USSD) and Interactive Voice Response (IVR) services.
• Attend the preparation and implementation of key activities (e.g. design of scripts of theatres, mass campaigns, trainings) to ensure quality control and provide guidance to implementations
• Prepare a well written document (maximum 20 pages booklet) in both English and Kinyarwanda containing key messages, target audience and delivery approaches on quality, ethical, fact-based and responsible digital media (targeting ordinary citizens, digital media practitioners, content creators, and duty bearers) for review and approval.

 Activities, Deliverables and timelines

The following are expected deliverables from this consultancy:

Collaboration, Supervision and Quality Assurance

The successful consultant /media expert or Media organization (company) will collaborate with staff members and senior management of NPA and GLIHD during the implementation of the activities. The Consultant/organization will directly report to NPA’s Programme Manager who will oversee the implementation and quality assurance. S/he will also receive, review and approve all deliverables related to the assignment. All relevant inquiries and correspondence regarding the assignment will be addressed to him with copy to NPA Country Director who will provide strategic leadership to ensure the successful implementation of the services.

Profile of service provider

The ideal consultant /media expert or Media organization (company) should have the following:

• At least 5 years of progressive experience in developing communication and marketing strategies and key messages.
• At least master’s degree in mass media communications, journalism, digital media for the Technical Lead/Expert and key staff.
• At least 5 years of proven experience in development and execution of public awareness and social media campaigns on national and subnational level.
• Previous track record in developing Information, Communication and Education Materials (ICE) specifically focusing on digital media, content creation and dissemination, investigative media, ethical and responsible digital media.
• Proven track record in designing and conducting successful mass campaigns to educate the public on different relevant topics including policy and digital literacy.
• Previous experience in designing and using user-friendly approaches and tools to engage the public through mass, streets and street campaigns such as participatory theatres, games, caravans, among others.
• Previous experience in providing technical support and quality control services to development organizations during the design and implementation of mass campaigns, communication and education activities, media engagements among others.
• Capacity to put in place and organize experienced and qualified team of experts and professionals that will implement the assignment.
• Good writing, editing and proofreading communication materials.
• Demonstrate at least 2 recent certificates of good completion and two samples of produced reports of similar assignments in the past, accompanied with the contact details of references who know the quality of their work and can testify to their technical and ethical competence.
• Valid company/organization registration (RGB, or RDB), taxes clearance certificate from RRA and Clearance from RSSB (applicable to companies/organizations).
• Capacity to provide EMB invoices to the client.
• Capacity to collect data and provide timely and quality progress reports.

Evaluation criteria and scoring

A quality-based selection method that prioritises the soundness of the technical offer will be based on the following evaluation criteria

Contract and payments

NPA will sign a consultancy contract with the consultant/organization. The payment of consultancy related fees will be agreed upon between NPA and the successful consultant/organization. The payment will be based on the quality and timely delivery of work and submitted and approved deliverables.

Application procedures

A technical offer not exceeding 10 pages ( indicating the capacity of the consultant/organization, previous experience, understanding of TOR, methodology to do the work, proposed team (qualifications and experiences and their roles, work plan and other relevant sections) and Financial Offer with the mention “Consultancy services to design key messages on quality, fact-based, ethical and responsible digital journalism”, have to be electronically submitted to nparwanda@npaid.org not later than the23^th July 2024at 4:00 p.m. Kigali local time.

In addition, the Consultant /Organization must submit the financial offer with (sufficient breakdowns) indicating the items, units and unit costs as well as budget notes relevant for each budget line. The technical and financial offers must be accompanied by the certificate of registration, RRA and RSSB certificates for companies/ organizations. All relevant costs including travel and accommodation must be included in the budget for the consultancy. NPA will NOT cover any separately costs related to this activity.

NPA will hold prior discussions with short listed interested consultants/firms to provide further clarification to the ToR to ensure quality final offers. Short listed consultants/firms will be contacted by NPA for a meeting/ interview prior to a final revision of the technical proposal and budget. Applicants will be notified about their bidding outcome before end of July 2024. 

General Terms and Conditions

All rights reserved to Norwegian People’s Aid. NPA reserves all rights to reject all applications not fulfilling the requirements associated to this request. NPA will not be responsible or liable for any cost and time allocated by applicants to the preparation and submission of Expressions of Interest. NPA reserves the right to engage other companies or individual consultants if required.

Any conflict of Interest involving an applicant must be fully disclosed to NPA. When failed to discose any conflict of interest , the application will be disqualfied and no award will be made in such case.

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