MEASURING THE IMPACT OF BE 100 RAGL AN ARABIC FICTION SERIES ON WOMEN’S EMPOWERMENT AND MULTI-MEDIA INITIATIVE
Oxfam GB in partnership with the Womanity Foundation strategically collaborated in the Middle East and North Africa (MENA) region to ignite important and impactful conversations about women’s role in society and their rights, with a view to empower women and promote gender equality, through the use of edutainment, social media engagements, and real life events. The project also included capacity building of women’s rights organizations, civil society organizations to effectively use entertaining and educational media productions and social media to promote gender justice and address gender social norms and challenges.
The project’s first component included the development of the animated series titled “Be 100 Ragl” (Worth 100 Men) produced by the Womanity Foundation in partnership with Lapis Communication. The fictional series in Arabic illustrates the challenges faced by women in Arab societies and the creative solutions they deploy to overcome them. Its purpose was to ignite virtual and real-life discussions among young (urban) adults on gender parity and women’s rights and to imagine how to progress together as men and women towards greater social justice and equity. Social media was actively used and mobilised to disseminate and share the series, and encourage audience engagement, using different tools including facebook, twitter, and blog platforms.
To complement the online conversation, partnership with regional grassroots’ organizations were established to host events across the Middle East and North Africa (MENA) throughout 2016 under the banner “Be 100 Ragl II - Tour 2016”. The aim wasto mobilize young individuals and active networks around key challenges for women’s empowerment and leadership in society andto co-create solutionstoovercome them.
Another component of the project was capacity building to Oxfam’s regional partners to strategically and effectively use storytelling-for-change/ edutainment and social media.
Finally, the project aims at enhancing knowledge brokering by launching an evaluation focusing on the impact of edutainment/ story telling-for-change based on the example of the “B 100 Ragl” project. As such, this terms of reference is developed to implement this component.
The objective of the evaluation is to assess how the project, effectively mobilised a multi-media approach (mediatised fiction, social media tools) and real life events to engage with audiences, and how it contributed to raising awareness and engagement across the MENA region on issues pertaining to women’s role in society and their rights. In addition, the evaluation also aims at developing tools to monitor, evaluate, and promote learning, for the conintuation of third phase of the project.
Purpose of this consultancy
This consultancy is exepcted to measure the achievements done in phase 2 of the project, including measuring the effectiveness of the digital, social media, multi-media and off-line strategies used to communicate the activities of this project. It will also assess how the project contributed to promoting a large societal engagement and a lasting positive change of attitudes towards women’s role in society in the MENA region. Additionally, The consultancy also aims at setting up a Monitoring, Evaluation and Learning (MEL) system for phase 3 in order to assess the impact of the initiative.
Scope of work
This consultancy covers two differentiated but complementary components: evaluating the phase 2 of B 100 Ragl project, and setting up the MEL system for phase 3, to generate learning on innovative approaches to be used for assessing the impact of multi-media initiatives:
a) Evaluation of phase 2 - complete the evaluation process for phase 2 of the project- Methodology to include strong component on measuring the effectiveness of the multi-media strategy and off-line events to raise awareness and engagement across the MENA region on issues pertaining to women’s role in society and their rights - and generating learnings and recommendations for the MEL system for phase 3.
b) Setting up the MEL system for phase 3 - before initiation of activities for phase 3, develop a MEL system based on the recommendations of phase 2. The MEL system is to include approaches to measure impact of the initiative and ensure a rigorous data collection process.
Please note that the below methodology is flexible, and will be revised based on consultant’s feedback and input. It aims to provide a general overview of level of rigor expected from the consultants.
a) Component I deliverables: Evaluation Phase II:
Keeping in mind the complexity of Monitoring, Evaluation and Learning (MEL) of influencing, specifically in the digital arena, the consultnat is expected to propose an innovative methodology that will meet the below criteria:
A mix of qualitative and quantiative methodologies looking at change in perception regarding women’s role in the society in MENA region based on the OECD/DAC criteria for evaluations (Relevance, Effectiveness, Efficiency, Impact, Sustainability, Coverage and Coherence). Knowledge, Attitude and Practice (KAP) changes will be important to capture.
Quantitative and qualitative data collection to assess the online activities, keeping in mind all of the challenges associated with digital measurement, including mitigation approaches (sampling, refusal rate, measurement beyond vanity metrics, retention for next measurement round, etc.). The online activities include the B 100 Ragl webseries and the online debates taking and their effect on changed perceptions and attitudes towards women’s role in society in MENA. Qualitative data collection for online activities may include content analysis of comments and tweets, among other methods to be suggested by consultant. Focus groups discussions for target audience (Women and Men, age groups 18-24/25-35) must be conducted to stir in discussion about the animated series and generate informed feedback.
Quantitative and qualitiative data collecion to assess the offline activities focusing on changes in perceptions and attitudes and increased capacities, including conducting Key Informant Interviews (KIIs) with different stakeholders (to be discussed with project staff), in addition to qualitative analysis of the discussions taking place during the offline debates.
b) Component II deliverables: Establishing MEL system for Phase III:
The second component of the current consultancy incldues the development of the MEL system for phase 3 of the “100 Ragl” project. The process should include the minimum requirements below:
Develop a MEL system taking into consideration the lessons learned and actionnable recommendation resulting from the evaluation of phase 2. The consultant is expected to employ a participatory process for the development of the MEL framework: KIIs with project stakeholders, validation process, participatory process for tools development, Indicators at output level (participation, reach, visibility) and at outcome level (changes in perceptions and attitudes).
Developing simplified measurement methods: The system should outline performance indicators (output and outcomes) with clear definitions, milestones, data collections strategies, and frequency of collection. It should include methodologies for measuring these and who is responsible for collection. It should also clearly demonstrate how the impacts outlined will be measured and evidence for the evaluations will be generated. Systematic disaggregation of data including by sex, geographical location and any other demographical information will be important throughout. Views from intended audiences should be sought and fed into the evaluation in a systematic way.
Building the capacity of relevant project staff to use the new proposed MEL system.
Timeframe and deliverables
This consultancy is expected to take approximately 40 days, which do not need to be consecutive within two months. This work will ideally be undertaken between 16th January- 16th March 2017. The first drafts should be submitted on mid-February and Final drafts by first week of March.
The following deliverables are expected:
a) Component I deliverables: Evaluation Phase II:
- Evaluation methodology and plan with timeframe, including proposed guiding quesitons for data collection (that will need to be approved before commencing the work).
- Final Evaluation report.
- Presentation of the Evaluation report to Oxfam and Womanity detailing evaluation framework, process, findings and recommendations, including learning for establishing MEL system for phase 3.
b) Componenet II deliverables: Establishing MEL system:
- Work plan and methodology for setting up the MEL system for phase 3.
- Desk review for digital monitorin, evaluation, and learning tools used for measuring social norms and stereotypes.
- MEL system including tools and databases for data collection and analysis, and a detailed implementation plan for monitoring activities, an evaluation strategy as well as design and information requirements for the evaluation.
- Presenation of the MEL system to Oxfam and Womanity.
- Training for relevant staff to use the newly developed MEL system.
c) Communicating results publically:
- Present findings of the deskreview for MEL used in digital platforms to measure social norms in a webinar for public audience through Oxfam Webinar Series.
- Present findings in a possible regional event organised by Womanity.
This consultancy is home based with possible one time travel to Jordan to conduct focus groups discussions.
The consultant will report to Oxfam’s MENA Regional Gender and Advocacy Manager and Womanity’s Global Connector and MENA Coordinator.
Key qualifications, skills and capabilities
- Relevant university degree(s) (Masters preferred)
- Strong understanding of international development work, including, policy, advocacy and campaign work
- Strong understanding in MENA context and women’s rights is an advantage.
- Excellent understanding of how programme monitoring and evaluation systems generate and use evidence for management, improvement, learning and accountability
- Sound knowledge on measurement methods. With a strong preference for mixed methods, priority will be given to teams or individuals with experience using both qualitative and quantitative methods
- Previous experience in assessing MEL of influencing and digital media initiatives
- Strong organizational awareness
- Capacity to plan and work independently with limited support.
- Ability to communicate complex information in simple language.
- Excellent written and oral communication skills in both English and Arabic.
- Familiarity with corporate reporting and organizational metrics in large INGOs will be an advantage.
How to apply:
Oxfam and Womanity invite bids from individuals (or teams) with the experience and skills described above.
Bids must include:
a) A cover letter of no more than one page introducing the consultant (or team), describing how the skills and competencies described above are met and explaining why they should be selected to undertake this work. Please also use this cover letter to indicate the consultant’s availability.
b) A CV detailing relevant skills and experience and a report of a similar assignment.
c) A brief Technical proposal describing how the work will be undertaken of no more than five pages, showing your understanding of the assignment and how you would approach the work, including proposed methodologies, any foreseen challenges, timeline.
d) A Financial proposal, outlining the budget, specifying daily fee and total costs to carry out this assignment.
The proposals will be evaluated according to the following criteria;
- Technical proposal (50%)
- Demonstrated experience (10%)
- Proposed personnel for the assignment (10%)
- Financial Proposal (30%)
Bids should be sent by email to email@example.com and received no later than 12 midnight GMT, on 26 January 2017. Applications that do not include the above documents will not be considered.