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Call for Proposals - Media campaign on Human Rights Issues, Armenian Caritas BNGO

Publish Date: May 28, 2019

Deadline: Jun 16, 2019



For a Media campaign on Human Rights issues


Organise a media campaign to increase knowledge on and encourage public discussions between different institutions and civil society on the rights of migrants

Project title:

Recognise. Protect. Realise. Supporting the protection of migrants’ and asylum seekers’ human rights in Lebanon and Armenia as well as a safe migration of Syrian-Armenian refugees from Lebanon to Armenia.


Republic of Armenia

The deadline to submit proposals

June 16, 2019

E-mail submission of technical proposals

Contact person

Lusine Stepanyan (Project Manager)

Phone: +374 96 56-57-67

1. Project Summary: Recognise. Protect. Realise.

As part of their unwavering commitment to safeguard the rights of vulnerable people, the three organizations namely; Caritas Austria, Caritas Lebanon and Armenian Caritas formed a cross-border consortium to implement an action which is based on the view that applying a human rights-based approach will mitigate the global migration and refugee crisis. The goal of the action is to contribute to the defence of human rights of asylum seekers, refugees and migrants in Lebanon and Armenia through providing solutions for refugees and migrants in each country, with a particular focus on Syrian Armenian refugees in both countries. The action is coordinated by Caritas Austria and executed by its partners, Caritas Lebanon and Armenian Caritas, and is funded by the European Union under the European Instrument for Democracy and Human Rights (EIDHR).

Armenian Caritas is seeking to contract a suitably qualified and experienced media consultant/firm to undertake work associated with the design and implementation of a media campaign related to the above-mentioned action. The purpose of this Terms of Reference (TOR) is to solicit competitive proposals for the consultancy advertised.

2. Objective of the Media Campaign

The objective of the consultancy is to design and implement a media campaign in order to raise awareness and encourage public discussions between relevant institutions and civil society on the rights of migrants and refugees in the context of Armenia's international obligations under the Refugee Convention and the National legislation, inform persons of concern about their rights and responsibilities. The campaign will target: the general public, refugees, migrants, international donors, local organizations, UN agencies and policy makers, among others, and will be based on the recommendations of the recently concluded research study.

Additionally, the media campaign will;

  • Create awareness about Armenia's international obligations under the Refugee Convention and the services available in Armenia for displaced people both of Armenian and non-Armenian origin.

  • Highlight integration stories of migrants and refugees in Armenia via TV and radio stations in order to show opportunities and challenges on the way of integration.

  • Share the new culture and added value brought by the displaced people to the population of Armenia to promote the value of diversity and non-discrimination for the society.

As part of the campaign, a photo exhibition and publication of an album with the successful stories of Syrian-Armenians and other displaced persons, settled in Armenia, will be organised. Like with the TV and radio broadcasts, the aim of the photo exhibition and the album is to share the success of the Syrian-Armenians in Armenia in order to encourage the integration of refugees in Armenia.

3. Scope of the Media Campaign

The consultant/firm will be contracted to:

  1. Develop a social media campaign plan in close collaboration with the Armenian Caritas (AC) project staff. AC staff will provide all information needed to accomplish the scope of work including branding guidelines, among others.

  2. Define key messages for different target groups such as 1) Migrants themselves-to learn their rights, opportunities in Armenia as well as services; 2) general public to promote non-discrimination, tolerance and diversity; 3) service providers to recognize refugees’ rights, documentation, and to trust them.

  3. Provide and disseminate information to the general public through media about the Armenia's international obligations under the Refugee Convention, the countries of origin of asylum seekers and successful integration stories of refugees settled in Armenia.

  4. Interview Syrian Armenians including RPR beneficiaries, Iraqi Armenians, as well as refugees of non-Armenian origin granted asylum in Armenia in order to capture human stories, for dissemination through the media as necessary.

  5. Create design collateral, info graphics, video, motion graphics, animation, short social video clips and other mediums to showcase the human rights status of refugees; raise awareness on their rights and responsibilities, assistance provided in Armenia as well as tell their integration stories. The clips will be broadcasted via Armenian TV channels and/or Social media and radio stations.

  6. Organize a photo exhibition and create a photo album to share integration stories of Syrian Armenians in Armenia.

  7. Organize the campaign launch event in the presence of refugees and relevant stakeholders

  8. Implement the activities foreseen according to the approved proposal.

Further details and a work plan will be established together with the selected candidate.

3.1 Suggested Approach and Campaign Media Mix

The consultant is expected to propose a cost effective media mix.

  • The campaign will showcase the human rights status of the refugees and migrants and will be based on the recommendations of the research study

  • The media campaign will also give a voice to Syrian-Armenians, Iraqi Armenians, as well as refugees of non-Armenian origin granted asylum in Armenia who have been successful in Armenia, and thereby can serve as example to other refugees on how best they can pave the way for their integration in Armenia.

  • The media campaign will also give a voice to in the beneficiaries of RPR.

  • The campaign will be aired on TV and radio stations.

  • As part of the campaign a photo exhibition and publication of an album with the successful stories of Syrian-Armenians and other displaced persons, settled in Armenia will be organised. Both the photographers and the publication of the album will be done through the capacities of Syrian-Armenians, who are specialized in this field and have their own businesses in Armenia.

3.2 Time Plan

The following is an indicative time plan:

Invitation for proposal: May 2019

Submission of proposal: June 2019

Selection of candidates: June   2019

Preparation of the content and design: July - September 2019

Implementation of the campaign: September - December 2019

3.3 Duration and Location

The media campaign will be implemented during the months of September to December 2019; months of July-September 2019 are foreseen for the preparation. Part of the work can be conducted remotely with contact with the project team via electronic communication. However, face-to-face meetings will be required to discuss the requirements, implementation process and other pertinent details for the executions of the scope of work.

No equipment or material will be purchased or provided by Armenian Caritas to conduct the scope of work. Any travels, equipment or materials needed to accomplish this TOR will be covered by the consultant/ firm. Any expenses, unless explicitly articulated by Armenian Caritas will be at the expense of the consultant/firm.

The geographic focus of the media campaign is Armenia.

4. Costs and Financing

The agreed budget for provision of services under this TOR will be discussed and this will cover the following:

  1. Social Media Campaign Plan

  2. Production and Printing of Materials i.e. brochures, posters, billboard, banners, etc.

  3. Videos and/or audio visual presentations based on the modules provided by AC

  4. Infographics for social media posting

  5. Creative services, from concept, design, and production of AC materials and content for social media;

  6. Production of inception report and post- campaign report.

The budget is without the expenses for the photo exhibition and the photo album. These expenses will be paid directly by Caritas.

The contract will be on a fixed price basis. The payment will be made as follows:

  • 1st instalment – 60% (after signing the agreement)

  • Final instalment – 40% (after submission of final deliverables)

5. Expected Deliverables

The company is expected to deliver

  • Media campaign plan that increases awareness of the goals and achievements of the project and its beneficiaries. They need to be well targeted, structured and effective taking into account European Union and Caritas Austria communication and branding requirements. The campaign plan should also include a concept and implementation schedule

  • Designing, developing and disseminating all outreach materials and activities to create awareness of successful stories of displaced people to target audience and media, including online and social media, photo essays, video and audio components for broadcast, print media etc.

  • Final version of the TV spot.

  • Post-campaign report which includes all strategies implemented during the entire campaign period including an evaluation of the effectiveness of the entire campaign, lessons identified and recommendations on how to address those lessons.

6. Required Profile of the Candidate

  • Demonstrated experience developing successful social media strategies and campaigns, ideally in a non-profit context.

  • In-depth knowledge and understanding of different social media platforms.

  • Creative and innovative approach

  • Native level Armenian

  • Availability during the above-stated period   

  • Experience working with the action’s target groups is an added advantage

  • In-depth knowledge on the issues of Syrian-Armenians and the current situation

  • Ability to provide free broadcast of the TV spot at one of the most influential national TV stations is a significant advantage.

7. Application Procedure

Armenian Caritas invites interested and qualified media companies to participate in a call for proposal in April 2019.

Media companies wishing to participate are kindly invited to submit their applications to email addresses: and or postal address: Armenian Caritas Yerevan office, 34 Chaykovsky str., apt. 23, Yerevan, Armenia not later than 16 June, 2019 by 17:00 Armenian time.

The application must be composed of the following:

  • Technical proposal detailing: methodology, activities to be implemented, work plan with timelines

  • Budget

  • Curriculum Vitae of consultant and for each member of the team (if a team approach is utilized

  • Media company’s portfolio

  • Company’s registration certificate

Armenian Caritas is grateful to all interested applicants; however, only shortlisted candidates will be contacted for the interview.

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