Campaign - Raising awareness on care responsibilities and supporting women workers in the care sector

GENERAL BACKGROUND

The ILO is implementing the We CARE project which aims to address the growing need for care in Lebanon and the increasing vulnerabilities faced by care workers in healthcare, education, and domestic work sectors. Since 2019, Lebanon has experienced significant socio-economic changes that have adversely affected working conditions of care workers who are often women, limiting progress towards Sustainable Development Goals (SDGs) 5, 8, and 10.

The current phase of the project is focused on enhancing the capacity of care workers to protect their rights as workers and the project is working closely with workers’ organizations.  Improving the working conditions and promoting decent work for care workers requires improving the understanding of workers’ rights among the care workers themselves, as provided in relevant international labour standards, international guidelines, national laws and policies, and considering the local contexts as a first step. This will be the basis for the workers to identify priority areas of concerns and develop a strategy to work to protect their rights. At the same time, it is important to raise awareness among the general public on the need to ensure decent work for all care workers and the trade unions plan to carry out a public awareness campaign on decent work for care workers in Lebanon.

The WE CARE RBSA project is seeking for a communication agency to support the development, production and promotion of communication products as part of a campaign which is planned to be launched on Labour day over 10 days.

Objectives of the campaign

The company will support trade unions (CGTL and FENASOL) in creating awareness among general public and advocating for decent work for care workers in Lebanon.

The aim will be to encourage employers, trade unions and syndicates to protect, respect  and encourage care workers and acknowledge the importance of the role they play in the society and family and in advancing care workers rights including domestic workers.

The key deliverables include:

• A video clip for social media of 60 seconds about care workers at the workplace, mothers/ fathers in households, which will be disseminated by trade unions as part of their campaign, and also through social media channels of the ILO. The video will also be made available to national broadcasters and news sites for their use in the week of may first to may 15 to provide information and to raise awareness on gender equality in the workplace and the importance of the role of care workers.
• A short documentary of 3 minutes about women and men care workers (education, health, domestic workers), including showcasing the stories and experience of women working in the care economy (health, education, domestic work) which will be used on various platforms, including the trade unions websites and ILO platforms.  
• A social media campaign for 10 days between 30 April and May 10 to raise awareness about decent work for care workers as well as gender equality in the workplace; this includes the responsibility of managing the social media platforms of the ILO for the sake of that campaign

Target audience:

• General public
• Program and policy makers, recruiters/employers and stakeholders relating to Labor rights, gender equality and women rights.

THE ASSIGNMENT

Scope of work

The contractor will work and coordinate closely with CGTL, FENASOL and the ILO to produce mentioned above communication. The contracted media agency will perform the following tasks:

BUDGET AND PAYMENT SCHEDULE

The payments will be made in USD currency with the mode of payment as follows:

1. First payment: Forty percent (40 %) will be transferred to the bank account of the contracted media agency upon completion of preparatory activities, including submission of the deliverables 1 and 2 at the satisfaction of the ILO.
2. Second payment: Thirty percent (30 %) will be transferred to the bank account of the contracted agency upon submission of the deliverables 3, 4, and 5 at the satisfaction of the ILO.
3. Final payment: Thirty percent (30 %) will be transferred to the bank account of the contracted agency after submission of the deliverable 6 at the satisfaction of the ILO.

SUBMISSION OF PROPOSAL

Agency Experience and Capabilities

a. Provide your agency’s legal documents i.e. copied business license.

b. Describe your agency and why it is qualified to produce this animation video clip. Include prior experience, list of significant products accomplished in the past two years, including products names, a brief description, names, addresses, email and telephone numbers of clients.

Staff qualification and Management Approach

c. Provide resumes describing the backgrounds and work experiences for each of the key staff who will work on this project.

Proposed concepts and Media promotion plan

​​​​​​​d. Describe the proposed overall concept (including creative approach, draft messaging, key visual) will be used in order to achieve the communication objectives as outlined in the agency brief section. It is, however not necessary to include the detail creative concepts or story boards in this proposal, but may be in the later process.

e. Describe promotion of the communication products on social media and how it would best meet the communication objectives.

Cost proposal​​​​​​​

f. Agencies are expected to submit realistic and competitive costs.

g. Cost must include the fees for the social media campaign (Instagram, twitte(X), facebook, linkedin)

Qualification requirement:   Interested agencies must have