occupied Palestinian territory: Edutainment Expert

Open Call
Terms of Reference (ToR) for consultancy services: Edutainment Expert
Deadline: January 16, 2017
Oxfam is seeking to recruit an Edutainment Expert (Expert is a term used herein to describe
the type of consultancy services we seek, applicable to a company, I/NGO or individuals).
The Expert is to mentor, support and contribute to the implementation of an Edutainment
series for youth. The series aims to contribute to promoting and strengthening the identity
of Palestinian youth in East Jerusalem.

1. Summary
   Oxfam’s vision is a just world without poverty, in which people can influence the decisions
   that affect their lives, enjoy their rights, and assume their responsibilities as full citizens of a
   world where all human beings are valued and treated equally.
   Wujood is an Arabic term meaning existence and presence. The term is a depiction of the
   resilience of Palestinian communities in East Jerusalem who are struggling to claim their
   right to live in their city and preserve their identity. Wujood is phase II of the East Jerusalem
   program funded by the EU and co-financed by Oxfam. The program started in May 2016 and
   will be running for 3 years, ending in April 2019. It is a multi-sectoral program and is
   implemented by 4 Palestinian partner organizations who are working with members of the
   community to strengthen: women’s rights, emergency preparedness and response,
   economic empowerment for women, and youth identity. Program activities are taking place
   in some of East Jerusalem’s most vulnerable communities including Silwan, the Old City, Sur
   Baher, Esawiyyeh, and Al- Tur. Implementing partners include: the Women’s Centre for Legal
   Aid and Counselling (WCLAC), the Palestinian Medical Relief Society (PMRS), and the
   Palestinian Counselling Centre (PCC), and the Palestinian Agriculture Development
   Association (PARC).
   Palestinian youth living in East Jerusalem; like other youth around the world; have the right
   to freedom and to live in dignity. Youth living in an occupied and fragmented city such as
   East Jerusalem brings particular challenges to their lives that limit hope and chances for
   development. The poor economy, minimal social services and educational facilities, scarce
   job opportunities, controlled access to the rest of the OPT, in addition to constant subjection
   to occupying military forces, settler violence, child arrests, home demolitions and forced
   displacement, amongst a myriad of discriminatory policies creates psychological and mental
   disorders that lead to unhealthy and self-destructive behaviour. Additional social constraints
   due to a patriarchal society lead to Palestinians being susceptible to extreme levels of
   anxiety, stress, and depression, and often result in mood disorders, panic, compulsion,
   somatisation and behaviour disorders directly affecting productivity levels and sound
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   identity formation of youth. Likewise the lack of a strong and unified leadership contributes
   to identity crisis and creates a gap in society.
   Edutainment Education or learning through entertainment is an old practice used
   throughout civilizations through legends, folklore, music, fables, fairy tales, and social arts.
   Edutainment is a strategic and calculated approach that harnesses communication
   technology to combine education and entertainment. It taps into mass media (television,
   radio, the Internet, etc.) and the dramatic role it plays in improving access to information,
   influencing societies’ behavior, and forming youth identity. Internet penetration in the OPT
   is 57.7%1 , whereas 41% of young people believe that social media has provided them with
   good space for expressing their opinions2.
   Oxfam’s approach combines mass communication of positive and locally-specific content
   with community mobilization. Through the implementation of various Edutainment
   programs in 11 countries, and conducting a study evaluating the impact of edutainment on
   attitudes and behaviors on gender related issues, especially GBV and VAWG, in the MENA
   region including the OPT, Oxfam found edutainment to be a proven successful strategy as a
   means to communicate with youth, to challenge their way of thinking, offer alternative
   solutions, and influence cultural norms.
   Oxfam is building on its experience in implementing a one-year Edutainment program in the
   West Bank and Gaza which focused on challenging societal attitudes supporting and
   condoning violence against women and girls (VAWG). Likewise we are taking inspiration
   from other successful edutainment programs implemented by Oxfam in Egypt, Tunisia,
   Nicaragua, and Bangladesh.
   Edutainment series
   A series targeting young men and women of ages 15 to 25 in East Jerusalem is to be
   produced by Oxfam and a Production Service Provider, yet to be selected, with support from
   partner organizations including the Palestinian Counselling Centre (PCC). The PCC and their
   psychosocial specialists have vast experience with youth at this critical age. Alongside the
   Edutainment component, the PCC will be working with youth groups to empower them in
   building their resilience and develop healthy identity concepts.
   The consultant, referred to here as the Edutainment Expert, is to work closely with Oxfam
   to support the process of creating the series throughout all stages as described below. The
   series of 30 episodes of 12 minutes each aims to encourage youth to express themselves in
   a positive manner, to develop healthy identity concepts, and improve their attitudes
   towards addressing the issues and problems they face. The series is to use drama and
   humor, depicting the true reality of the lives of youth in East Jerusalem.
   Oxfam is managing all phases of the series throughout the next 2.5 years including research,
   planning, creation of key messages and storyline, production, promotion, broadcast,
   monitoring, evaluation, and learning (MEAL), as described below:
   1
   Internet Live Stats. (2015). Online document available at:Internetlivestats.com.
   2
   Karzoun, Saed, Communication & Social Media & Advocacy, presentation
   3
   Formative Research & planning phase
   Oxfam and our 4 Palestinian partners conducted preliminary formative research and focus
   group consultations with youth to identify themes including key issues and challenges faced
   by youth which can be feasibly and strategically addressed throughout the series.
   Three key themes were identified:
2. Gender based violence and discrimination
3. Social norms, relations, and behavior
4. Education and the economy
   Based on the results of the formative research additional consultations with other key
   stakeholders will take place to further explore how these themes will be addressed and how
   positive solutions are to be presented. Oxfam will provide the Production Service Provider
   and Edutainment Expert with content that elaborates on the 3 main themes, which will be
   the basis for the main messages, the series’ fictional characters, storyline and scripts.
   The Edutainment Expert will provide guidance to Oxfam to ensure that the content is
   interpreted and incorporated in a pragmatic manner and that key messages are clear and
   effective. The Edutainment Expert will also provide recommendations on how to address the
   themes as a preliminary stage, before the workshop described below takes place.
   Edutainment 101 Workshop
   A 4 day workshop is to be planned with the Edutainment Expert in February 2017 with the
   participation of the selected Production Service Provider, Oxfam, and partner organizations.
   Oxfam proposes the workshop to include a presentation by the Edutainment Expert,
   followed by 4 sessions which include brainstorming and group exercises. The workshop
   agenda will be refined with Oxfam and the Expert once the contract has been signed.
   Introduction: The Expert provides Edutainment guidelines and illustrates the depth
   of influence of Edutainment through providing an overview on the basics of
   Edutainment, concrete examples of edutainment projects implemented elsewhere,
   lessons-learnt and best practices.
   Session One: Participants to review the Conceptual Framework produced by Oxfam,
   and other previously established theories of change, to develop the Theory of
   Change which can best address the 3 selected themes of the series, and identify
   how positive attitudes will be addressed and later evaluated. The Theory of Change
   will guide the drafting of the storyline and scripts.
   Session Two: Conduct a Risk Analysis and Mitigation session, to be facilitated by
   Oxfam with support of the Edutainment Expert, where workshop participants will
   collectively identify risks, threats and preventative solutions. This is in line with
   Oxfam’s mandate of Do No Harm, which aims to ensure that steps are taken during
   the planning and implementation process to avoid any potential harm to audiences,
   target groups, and all those involved in the production of the series.
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   Sessions three and four: The Edutainment Expert will then facilitate the creation of
   Key Messages, and inception of the Story Line and the Fictional Characters. Each
   episode is to contain one or two messages maximum, ensuring episodes are
   focused. At this stage the information collected by Oxfam and partners during the
   formative research will be shared and interpreted during the workshop to inspire
   the creation of the aforementioned.
   Following the workshop Oxfam, with input from the Edutainment Expert, will finalize the
   two consensus documents including Key Messages document, and the Risk Analysis and
   Mitigation plan, which will be shared with the Production Service Provider and all those
   involved. The Expert is required to submit a workshop report including recommendations,
   especially addressing any issues and challenges which may be brought up during the
   workshop.
   Pre-production and production phase
   Once the theory of change is selected, the role of the Production Service Provider will come
   into play in drafting and submitting a description of the fictional characters, and the
   storyline for the series in March 2017. Oxfam and the Edutainment Expert will review these
   submissions and will provide feedback to the Production Service Provider for revision.
   Support from the Expert is critical at this stage to ensure that the storyline and characters
   are realistic, relatable and evoke emotion, while able to reflect key messages clearly. Once
   fictional characters and storyline are finalized and approved by Oxfam in April 2017, the
   drafting of the scripts may commence as well as scouting for talents and actors.
   The storyline is to include women characters as well as men, ensuring gender equality and
   fairness, and challenging gender roles and stereotypes. Likewise the fictional characters in
   the storyline are to embody youth characters that are close to reality as much as possible, to
   be relatable and reflect the needs of target audiences, while avoiding over dramatization.
   A balance of education and entertainment is to be maintained in the storyline, avoiding
   overuse of dry information and over-lecturing. Creativity, humor, drama and fun are as
   important as the main messages and themes being addressed.
   The scripts A total of 30 scripts are to be drafted and submitted to Oxfam (in English) for
   review, with support and feedback from the Edutainment Expert. The scripts are to be
   submitted throughout the span of 6 months, 5 scripts at the beginning of each month,
   starting in May 2017 and ending in October 2017. Oxfam is to request feedback from the
   Edutainment Expert on the scripts and to then request revisions from the Production Service
   Provider for resubmission of final scripts.
   Testing the scripts Once the first scripts are finalized, Oxfam and partners will hold a focus
   group to test these scripts in May 2017. The role of the Edutainment Expert here is to
   contribute to the design of the questionnaire/tool used by Oxfam and partners. The
   Edutainment Expert is to provide input to Oxfam and partners once the methodology is
   formulated including the questionnaire for the focus group. The aim is to test the
   effectiveness and clarity of messaging and language, to examine if fictional characters are
   relatable, and to acquire other feedback necessary to guide the modification of the scripts.
   The results of the focus group will be shared with the Production Service Provider for
   potential modifications on the tested scripts and untested scripts as well.
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   Filming is planned to commence in June 2017 after the first scripts are tested and finalized.
   The Production Service Provider is responsible for the filming including time management
   and quality control, while keeping Oxfam informed on a regular basis. Oxfam and relevant
   partners request to be present during filming; especially when critical and sensitive scenes
   are being shot.
   Testing the first episodes This is to ensure that youth will be attracted to watch and enjoy
   the series, likewise to ensure that messaging and content are clear and comprehendible.
   The first 2 episodes will be tested amongst a group of youth. Oxfam and partners, with input
   from the Edutainment Expert, will formalize a questionnaire/tool to conduct the focus group
   in July 2017. The results of the focus group will be shared with the Production Service
   Provider and the Edutainment Expert for potential modification on the tested episodes, and
   potentially on other scripts yet to be filmed. This tool will then be improved and adopted to
   test effectiveness of the series of viewer groups, mentioned below.
   Post-production phase
   Post-production including editing, color correcting, the inclusion of English subtitles, sound
   production and editing is to be initiated by the Production Service Provider throughout the
   filming process, as to maintain time efficiency. The Production Service Provider is to finalize
   episodes for submission of the 30 episodes to Oxfam no later than April 2018, allowing time
   for feedback from Oxfam and the Edutainment Expert. Following revisions the final
   submission of the series to Oxfam is expected in May 2018.
   Broadcast & promotion
   Broadcasting of the series will be managed by Oxfam and is planned to take place between
   December 2018 and January 2019, following the completion of the viewer groups as
   mentioned below. The series will be published online to be made accessible and available
   for sharing. A promotion strategy will be developed by Oxfam, which the Edutainment
   Expert and the Production Service Provider will be requested to contribute ideas to.
   Monitoring Evaluation and Learning (MEAL)
   Testing series and measuring impact and attitude change
   MEAL methodologies are utilized throughout the design and implementation of this
   edutainment component. As mentioned above youth were involved during the inception of
   the series through conducting 6 focus groups where youth expressed their concerns,
   emotions, goals, and needs, and suggested solutions; to be addressed throughout the series.
   As per previous description, youth will be engaged and consulted to test the first scripts and
   episodes, to ensure that the content of the series is resonating well with youth and to guide
   us in improving the series.
   After the production of the series is complete Oxfam and partners are to collaborate with
   civil society organizations, youth clubs, schools, universities and other organizations to host
   viewer groups and discussions. Discussions will be facilitated with viewer groups, promoting
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   discourse and self expression of youth on the 3 themes addressed by the series, and
   enabling us to evaluate the impact of the series on the attitudes of youth and their
   willingness to adopt positive changes and solutions addressed throughout the series.
   In addition to the discussions Oxfam and partners are adopting a Randomized Control Trial
   methodology that collects information from youth who have watched the series, as well as
   youth who did not watch it. This will provide a clear correlation of attitude change as a
   direct result of watching the series. This methodology includes a baseline and endline
   survey, which will engage around 960 youth participants. The total amount of participants
   will be divided equally into 2 groups: A. control groups of 480 young women and men who
   do not watch the series before the survey is completed and B. viewer groups of 480 young
   women and men who watch the series and engage in discussions.
   The survey tool will be designed in February 2018 in cooperation with Oxfam MEAL Experts
   and partners who have participated in survey development trainings. The Edutainment
   Expert will be asked to review the draft survey tool including questionnaire, to provide input
   and suggestions, ensuring that questions are sufficient in identifying the needed information
   to reflect participant’s views and attitudes.
   A total of 8 field workers will then receive training with Oxfam in March 2018. The training
   will enable them to facilitate and document discussions as well as conduct the surveys.
   The baseline survey is to be conducted in April 2018 and the endline survey is scheduled for
   September 2018. This shall take place before the series is broadcast to the public, to avoid
   contamination of the control groups who do not take part in watching the series.
   Additionally, a number of Stories of Change will be collected from viewer group participants
   to illustrate their experience and attitude change after watching the series, as well as any
   potential impact on indirect beneficiaries who may have engaged in discussion with those
   who watched the series. Collection of stories will take place before and after the endline
   survey is conducted, from August till December 2018. The collected data will be
   consolidated, analyzed, and the results will be documented in a report to assess the
   effectives of the series on the desired results. After the collected stories are analyzed via
   software by Oxfam MEAL Experts, the Expert is to review the analysis report and to provide
   further analysis and to draw any new conclusions from the presented data and trends.
   Mobilizing viewer groups To ensure commitment and motivation to attend and participate
   in viewer groups, a methodology to mobilize participants will be put into place. Oxfam will
   consult with partners, Community Based Organizations, and schools in developing a plan
   which they can follow while hosting and attracting participation of viewer groups. This could
   possibly include hosting side events such as competitions with incentives. Input from the
   Edutainment Expert is needed here in sharing proven successful methods which can be
   adopted in the plan. This is a crucial plan of action as participants of viewer groups are asked
   to join in watching the series and engaging in discussions after each viewing. Each of the 480
   participants will be asked to watch the entire series of 30 episodes. We propose to conduct
   the viewer groups for the span of 3 months, starting in June and ending in August 2018.
   The 30 episodes can be divided into 6 viewings, at 5 episodes per viewing, totaling 60
   minutes/1 hour of viewing in each session. To be followed by discussions of no less than 1
   hour for each viewing. An alternative time plan may be identified after consultation with the
   Edutainment Expert to ensure maximum effectiveness of the viewer groups.
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5. Key tasks and deliverables of the Edutainment Expert
   Deliverable Timing & Hours
   of Work
   Summary
   Review summary of 3
   themes, and relevant
   Edutainment Manuals
   provided by Oxfam.
   January 2017
   2 days
   Review, and provide recommendations on the
   summary of the 3 themes- how issues can be feasibly
   addressed through edutainment. Other relevant
   project and Edutainment related documents will be
   shared with the Expert for review.
   Plan for Edutainment 101
   workshop
   January 2017
   2 days
   Coordinate with Oxfam in planning for the workshop,
   finalizing the agenda and preparing workshop
   exercises. Prepare workshop materials including
   guidelines, manuals, presentations, etc to be circulated
   during workshop.
   Co-facilitate Edutainment
   101 workshop
   2nd week
   February 2017
   4 days
   Note: This is the only deliverable where the Expert is
   needed to be present in East Jerusalem. Other
   deliverables can take place remotely.
   -Oxfam to present summary of 3 themes, and the
   Edutainment Action Plan.
6. Expert to present previous Edutainment projects
7. Session 1- Development of theory of change
8. Session 2 -Risk Analysis and mitigation
   -Session 3- Key messages
   -Session 4- Inception of storyline and fictional
   characters
   Note: Applicants may add suggestions to workshop
   Workshop report 4th week
   February or
   early March
   2017
   1 day
   Following completion of workshop, Expert submits a
   workshop report summarizing outcomes and
   agreements of workshop, and any new
   recommendations to move forward with pre and post
   production.
   Review the draft Risk and
   Mitigation plan and the
   Key Messages document.
   Early March
   2017
   1 day
   Oxfam will draft the risk and mitigation plan and
   request the expert to provide inputs prior to
   finalization and distribution of the plan. Likewise
   Oxfam will draft key messages initiated during the
   workshop. Expert will review the draft and provide
   inputs.
   Feedback on storyline April 2017
   2 days
   Once the storyline is submitted by the Production
   Service Provider, the Expert is to review and provide
   feedback to Oxfam. The edited storyline will then be
   shared again for a final review.
   Feedback on 30
   scripts/scenarios
   Monthly basis
   from May 2017
   till Oct 2017
   6 days total
   Five scripts per month will be submitted to Oxfam
   while filming commences. Expert to review and
   provide feedback on a monthly basis on scripts to be
   filmed the following month. Feedback is needed on
   scenario, language, messaging, character relationships,
   emotions, and to ensure overall quality of each
   episode.
   Input on testing first scripts May 2017, July Expert to provide input on the questionnaire/tool used
   8
   and on testing first
   produced episodes
   2017 and August
   2017
   1 day
   to test the written scripts with a focus group of youth,
   to be facilitated by Oxfam and partners. Once results
   are analyzed, the Expert is to review results and
   provide any recommendations and needed
   modifications on the scripts and overall storyline.
   Likewise expert to provide input on the
   questionnaire/tool used to test the fist 2 produced
   episodes via focus groups, facilitated by Oxfam and
   partners.
   Input on mobilization plan
   for viewer groups
   September 2017
   ½ day
   Expert to provide input and concrete methods to be
   adopted in the plan, to mobilize and ensure
   commitment of viewer group participants.
   Input on survey tool for
   viewer groups and control
   groups
   February 2018
   ½ day
   The survey tool will be developed with partners and
   Oxfam. It includes pre and post survey/questionnaires.
   The Expert is to provide feedback and
   recommendations on the survey tool including
   questionnaire as it is being developed.
   Feedback on filmed series July 2017 till
   May 2018
   10 days
   Production Service Provider is requested to submit
   episodes as soon as they are produced, allowing time
   for Oxfam and Expert to respond with feedback and
   any edits. The latest deadline for submission of all 30
   episodes is April 2018, and the edited final submission
   is in May 2018. The Expert is needed to review and
   provide feedback on the produced episodes as they are
   being submitted throughout several months, providing
   concrete recommendations for editing and
   improvement.
   Input on survey results
   analysis report and the
   stories of change report
   October and
   December 2018
   1 day
   Oxfam MEAL Experts to use software to analyze and
   present survey results. Results to be shared with
   Expert to review analysis and draw any further analysis
   and conclusions.
   Deliver final consultancy
   report
   March 2019
   2 days
   The Edutainment Expert will submit a final report
   summarizing the entire process throughout all phases,
   including key lessons learnt and recommendations.
9. Timing
   Oxfam will select the Edutainment Expert in January 2017 and will sign the contract, with a
   running duration between February 2017 until March 2019 (26 months) for a total of 33
   working days, upon completion of the Edutainment Component and finalization of the final
   report.
10. Payment
    A payment plan will be developed upon consultation and agreement with the selected
    Edutainment Expert prior to signing the service contract. Payment installments will be issued
    upon receipt of deliverables as agreed between Oxfam and the selected candidate and after
    submitting an official invoice (VAT or zero VAT invoice) and /or financial request.
11. Budget
    9
    The maximum budgeted amount for the consultancy services on Edutainment is 18,000
    EURO. The contract will be awarded to the administratively and technically compliant
    applicant that is the most economically advantageous, taking into account the quality of the
    services offered and the price of the financial application. Oxfam reserves the right to
    negotiate, accept or reject any or all proposals and quotations at its sole discretion and to
    pursue or act further on any responses it considers advantageous.
12. Service requirements
    Individual consultants, private companies, and I/NGOs are eligible to apply, subject to the
    availability of official documents of registration in the country/state where located, as
    follows:
    A. I/NGO’s are required to submit a certificate of their legal entity registration;
    B. Companies registered under the Palestinian Authority (PA) are required to submit a
    zero VAT invoice;
    C. Companies registered under the Israeli authorities are required to submit an official
    tax invoice;
    D. International and local consultants must abide by the Israeli Tax Law in considering
    the Israeli income tax in their price offer, as 25% will be deducted from their payments
    for Internationals, and 30% for locals, to be paid directly to the Ministry of Finance
    (MoF) on their behalf.
    • At least 5 years of experience in the field of Edutainment and Communications for
    Development;
    • Proven track record in managing Edutainment projects for youth and women;
    • Experience in developing and providing trainings, and facilitating groups for the
    development of theories of change for Edutainment;
    • Experience and demonstrated ability in developing realistic; relatable and emotional
    storylines and scripts for target audiences;
    • Ability to illustrate strong knowledge of edutainment programs produced locally
    and/or internationally;
    • Ability to illustrate strong knowledge of the context in OPT , particularly East
    Jerusalem;
    • Ability to illustrate strong knowledge on the role of Digital Media on Youth Identity;
    • Strong English language skills, written and spoken;
    • Academic Degree in Social Development or Sociology, Anrothopology, and/or Social
    Sciences is an asset.

1. Applications
   Interested parties must submit applications in a sealed envelope addressed to
   Fadi Awad, delivered by latest 4:00 PM on January 16thto the Oxfam office, at either address
   below:
2. Jerusalem Office: Open Monday to Friday
   Address: 10 Shajaret Al Dor, Beit Hanina. P.O Box 49739, Jerusalem 91491
3. Ramallah Office: Open Sunday to Thursday
   Address: Business Centre Building, 1st floor. Al Irsal Street, above Oud Café
4. Mail courier: P.O Box 49739- 91491 Jerusalem
   For further directions please contact Oxfam office at +972 2541 8700.
   Applicants are to include the below list. Missing information may disqualify applicants.
   • A letter of interest summarizing why you and/or your company/NGO is the right fit
   for this consultancy and how you are capable of meeting the abovementioned
   service requirements;
   • CV and portfolio comprising samples of work;
   • A proposed work and time plan demonstrating skills in delivering the abovementioned
   service requirements. The selected Edutainment Expert may be
   requested to adjust the work plan for resubmission after the contract is signed;
   • A detailed budget for the consultancy, including taxes if applicable. Budget to
   include all costs such as travel expenses, accommodation, needed materials. Oxfam
   will not cover any additional costs.
   • Registration information as described in point 6. Service Requirements;
   • Contact information for 3 references.
   Deadline for submission: Latest by 04:00 PM Palestinian time on January 16th, 2016.
   For inquires and clarifications please contact Fadi Awad, Finance Officer at
   fadi.awad@oxfamnovib.nl.