Campaign Coordinator (Phase 2 #MyRedLine)-National consultant-SSA

Background

UN Women, grounded in the vision of equality enshrined in the Charter of the United Nations, works for the elimination of discrimination against women and girls; the empowerment of women; and the achievement of equality between women and men as partners and beneficiaries of development, human rights, humanitarian action and peace and security. Placing women's rights at the center of all its efforts, UN Women leads and coordinates United Nations System efforts to ensure that commitments on gender equality and gender mainstreaming translate into action throughout the world. It provides strong and coherent leadership in support of Member States' priorities and efforts, building effective partnerships with civil society and other relevant actors.

UN Women is dedicated to advancing gender equality and women’s human rights in Afghanistan. Staff and consultants of UN Women Afghanistan are expected to contribute to a professional working environment in which the strengthening of national capacities and human potential is prioritized.  Respect for diversity and human dignity is required, as is the active pursuit of a collaborative and inclusive approach to both internal and external stakeholders, including colleagues and partners. UN Women Afghanistan Country Office (ACO) is structured to ensure greater cohesion between the programme areas through three thematic areas: Eliminating Violence Against Women (EVAW), Governance and Participation (G&P), and Women Peace and Security (WPS).

UN Women Afghanistan Country Office supports women at all levels of society who build movements to uplift women’s voices, experiences, and expertise to create structural and systematic change across all layers of society since early 2003 to achieving gender equality and the empowerment of women in Afghanistan. Now more than ever, unprecedented momentum is being built as women in Afghanistan gather in local, national, regional and international forums to articulate their priorities for peace and concrete recommendations for the way forward 

on justice, security, and all issues related to building and sustaining peace. It is in this context that UN Women is working with women’s civil society organizations and activists to ensure that not only are women’s voices heard, but their recommendations and priorities influence all decisions regarding the future of Afghanistan.

For mentioned points UN Women Afghanistan Country Office in early 2019 framed the #MyRedLine awareness campaign which is an expression by Afghan citizens of the human rights and women’s human rights, which they will not give up and, which, they as citizens, will not negotiate. The campaign is built on a series of testimonies where people voice the lines they are not willing to cross, be it the right to work, to drive, to marry whom they chose, to walk in the streets, to go to school, to stand to be President of the nation – their ‘red line’. #MyRedLine brings in Afghans from all walks of life, from prominent Afghan citizens, to women and men, young and elders, of every ethnicity, from cities, towns and villages across the nation. The first phase of the #MyRedLine campaign lasted from February to March and focused mostly on the Kabul region. The campaign gathered over 100 videos and was seen by over 100.000 people online. The second phase of #MyRedLine – called #MyRedLine2- will be focusing on collecting the same types of testimonials from the following provinces in Afghanistan: Kandahar, Helmand, Paktia, Khost, Nangarhar, Laghman, Badakshan, Kunduz, Balkh, Jozjan, Herat, Ghore, Bamyan, Daikundi, Parwan, Panjsher, Kunar, Nooristan, Tarkhar, Faryab, Sheberghan, Kabul Districts: Pagham, Sorobi, Dihsabz.  UN Women is seeking the services of an experienced national coordinator who will be able to lead on production and dissemination of videos and placement on social media. With the main objective to raise awareness amongst the general public in Afghanistan about the need to engage all citizens of the Afghan society on matters regarding the future of their country; and increase support on women’s participation in the peace process.

The consultant will also draw on resources in the country level with providing a list of influencers/social media figures/ key recognizable figures in the Afghan public sphere to endorse campaign content and share it on their social medial channels, coordinate with a team of local campaign ambassadors, mainly women’s rights activities, to share the campaign messages within their respective networks and provide regular statistics and key performance indications on the campaign reach online.

The campaign coordination will be carried out in full consultation/supervision of UN Women’s designated team. The technical Committee oversees the campaign implementation. UN Women Management will approve the launch and videos prior to its submission.

Duties and Responsibilities

In consultation with #MyRedLine Steering Committee, under the overall guidance of the UN Women senior management the coordinator will lead the second phase of #MyRedLine Campaign, which will include, but will not be limited to the following duties and responsibilities:

• Lead the production of approximatively 50 videos of maximum 20 seconds, including production and post-production services;
  • 40 videos should include the filming of one person saying a statement and making a gesture that will be the symbol of the campaign, no music, possibly basic graphics; 
  • 10 videos including instances of “in the making” of the 40 videos and instances from the rural areas of Afghanistan;
• All videos shall be in a format suitable for social media dissemination and the video including instances of the symbol of the campaign should also be in a format suitable for Facebook cover video;
• Select 40 people with no political affiliation, from different walks of life in Afghanistan including at least 25% men to take part in the campaign, and including at least 5 social media influencers in the country;
• Gather stories from these selected people and edit the line that the people will be saying in front of the camera to match the “#MyRedLine” campaign objective;
• Produce and disseminate on her/his social media channels all 50 videos produced, including a “challenge” type of interactivity where the journalist/public, recognizable figure in Afghanistan media will tag her/his followers and encourage them to share the red lines;
• Coordinate the filming process, ensuring that the videos are being filmed properly, that the messaging is in line with the campaign objective and that the materials are being disseminated to ensure the widest possible reach of the campaign;
• Provide a list of influencers/social media figures/ key recognizable figures in the Afghan public sphere to endorse campaign content and share it on their social medial channels;
• Coordinate with a team of local campaign ambassadors, mainly women’s rights activities, to share the campaign messages within their respective networks;
• Provide regular statistics and key performance indications on the campaign reach online.

Final output:  The campaign is run based on the acceptable standard for the #MyRedLine Steering Committee and UN Women Afghanistan.

UN Women will provide the following support to the company:

• Briefing and detailed explanation of the kind of videos needed;
• Clearance over the people who are going to take part in the campaign;
• Editing if needed of the statements part of the campaign;
• Feedback provided on all the materials produced;
• Dissemination on UN Women social media channels of the campaign messages;
• DSA and other travel related costs and support for departures to the provinces.

 Key Deliverables:

Deliverable 1: Submit a detailed communications plan on #MyRedLine2 including key contacts to reach out before travelling to provinces, key messages to be shared during the campaign, confirmed social media influencers that will endorse the campaign. within 20 working days

Deliverable 2: Produce, post-produce and disseminate 25 #MyRedLine videos and provide basic campaign statistics like posts reach, likes, number of videos shared, etc. within 20 working days

Deliverable 3: Produce, post-produce and disseminate the remaining 25 #MyRedLine videos and a draft report summarizing campaign reach, including key statistics like number of people sharing the videos, numbers of people reached, key influencers endorsing the campaign, etc. within 20 working days

Deliverable 4: Final review of the report is undertaken, required final editing is done including any other fixing of the report and final report is submitted. within 6 working days

Competencies

• Proven knowledge about gender issues in Afghanistan and running advocacy campaigns and social media mechanisms;
• Proven coordination and management skills, including the ability to set priorities, manage time effectively, and contribute to a team environment of respect, tolerance, diversity and mutual accountability;
• Excellent inter-personal and communication skills;
• Must be self-starter with excellent demonstrated teamwork skills;
• Strong and proven integrity and analytical skills;
• Understanding of social media requirements, expectations and working procedures;
• Commitment to upholding the organizational values and principles of UN Women Afghanistan;
• A proven ability to liaise with a myriad of stakeholders and partners, including government, civil society, activists and women in community;
• Essential computer skills – familiarity with Microsoft Word programs, internet, e-mail;
• Ability to collect and share stories for social change;
• Keeps abreast of new developments in communications and seeks to develop him/herself professionally;
• Demonstrates comprehensive knowledge of social media and communications. 

Required Skills and Experience

Academic Qualifications:

• Bachelor’s degree in international relations, law, political sciences, or any other relevant field.

Experience:

• Have a high social media profile in Afghanistan, be an influencer/public figure;
• Show the proven ability to share content online and have a significant reach, including numbers of followers and campaign content reach on personal social media channels;
• At least 2 years working experience in videography with a record of providing high-quality, creative, images for the public;
• Have a provable knowledge of social media and network of online influencers especially in Kabul, Afghanistan;
• Show high level of creativity and initiative;
• Experience capturing images for development organizations e.g NGO, UN Agencies, etc., is an asset;
• Certain familiarity with development programmes/issues is an asset;
• Ability to communicate in English is an asset.

Other Requirements:

• Proficient in written and oral Dari and/or Pashto;
• Computer literacy and ability to effectively use computers;
• Excellent analytical skills;
• Strong writing and editing skills, and experience with social media.

Management:

The coordinator will report to and work under direct supervision of UN Women senior management.