Terms of Reference for Social Media Campaign to Raise awareness on Role of Women in Peacebuilding & Social Cohesion.

Project Name: Nabad: Promoting women-led grassroots peacebuilding towards social reconciliation in Somalia.

Job Description.: Terms of reference for Social Media campaign to raise awareness on role of women in peacebuilding & social cohesion.

Activity locations: South-West State of Somalia.

Contract duration.: 12 months (on-demand services contract)

Application deadline: 15 May 2024

1.      Background

1.1 Introduction

Taakulo Somali Community is commonly known by the acronym “TAAKULO”. TAAKULO is a multifaceted non-governmental, non-profit making, non-political and nonpartisan development, and humanitarian aid organization established in 2007 and headquartered in Hargeisa, Somaliland, and has regional offices throughout Somaliland, Somalia, and the Somali region of Ethiopia. Taakulo is a Somali word denoting

“helping/aiding”.

TAAKULO is dedicated to assisting disadvantaged people and communities throughout Somalia and Somaliland by engaging in the development and related activities and providing emergency relief assistance, resilience building, facilitating, and promoting local community engagement and programs that emphasize self-reliance with dignity. Taakulo works with civil society organizations and groups to foster and maintain peace, conflict resolution, and promotion of inclusivity in all activities.

1.2 Context and Problem to be addressed.

Background

Somali women's participation in peacebuilding and conflict resolution has been dismal since the country has been engulfed in conflict and war for more than three decades now. Despite having been the ones entrusted with the survival of their households and communities during the war, where they had to put effort to provide food, shelter and protection to their children and other family members, the advent of relative peace in Somalia has opened a new page of discrimination against women. Somali women have continually been marginalized in all aspects of decision making and women play significant roles in peacebuilding since the impact of armed conflict upon both men and women differ greatly.

In Somalia, men lead the discussions in virtually all formal peace processes while women are ignored. cultural and traditional barriers have been identified as the key constrains that limit Somali

women’s participation in peace building and conflict prevention and resolution. Some obstacles to women participation included; outright discrimination at the family level with expectation that women should remain at home and take care of family matters. The Somali culture and tradition favoured men over women and the clan based political 4.5 representation system gives all decision-making powers to the male traditional elders who will not allow women to represent their clans. In many cases, women are denied opportunity to participate in community peace building committee while conflict resolution process is dominated by men. The other challenges include lower levels of education among women, lack of awareness and information among women, insecurity, lack of collaboration among women and lack of women role models in the government and in politics, further limiting the level at which women could engage in peace building and conflict prevention and resolution.

The conflict and war in Somalia spanning decades have contributed to further disempowering of women especially leading to very low education levels. As a result, many women do not consider themselves as capable of fighting for their right to representation in key decision-making forums. However, despite many challenges and low level of participation and representation in top level roles, Somali women still contribute to peace building and conflict prevention and resolutions efforts in many ways among them advocating for peace at the household level, bringing up well behaved and peace-loving children and supporting community peace mediation and negotiations. Even though women participation is receiving global push and appreciation, the Somali community still has negative perceptions on the roles women can play in the country. In general, the Somali cultural and traditional barriers are the main challenges that limit women participation in key roles including peace building and conflict resolution initiatives. These barriers take many dimensions and range from outright discrimination, low family expectations for women, and lack of empowerment for women.

Nevertheless, despite cultural and traditional barriers and limited policy options which enhance women participation and representation, many opportunities exist which if effectively explored can promote women participation. These include; improved women education, changing community perception towards women, increased women empowerment organizations working in Somalia, support for women affairs by development organizations, collaboration and networking among women and many more women led initiatives in Somalia and globally

2.       ASSIGNMENT

2.1 SPECIFIC OBJECTIVES

1.    Raise awareness about the importance of women's participation in peacebuilding efforts at the grassroots level, particularly among target communities and broader online audiences.

2.    Amplify key messages and calls to action related to the peacebuilding campaign, ensuring that messages reach a wider audience through influencers' social media platforms and networks.

3.    Mobilize support and engagement from online followers and community members, encouraging them to participate in campaign activities, events, and initiatives aimed at promoting women participation in Peace Building.

4.    Promote diversity and inclusion within the campaign by collaborating with influencers representing diverse backgrounds, perspectives, and lived experiences, including women, youth, elders, and minority groups.

5.    Driving Action and Impact: Drive action and generate tangible impact by inspiring followers and community members to take concrete steps towards promoting peace, reconciliation, and social cohesion within their communities.

a.    Duties and Responsibilities of the social media influencers.

1.    Use social media platforms to raise awareness about conflicts, the impact they have on communities, and the importance of peacebuilding efforts. The influencers are to highlight the specific challenges faced by women in conflict zones and the role they play in peacebuilding.

2.    Using social media platforms, challenge stereotypes and stigma surrounding women’s role in conflict and peace building. Advocate for policies and programs that support women-led peacebuilding initiatives by calling on governments and international organizations to prioritize women's participation in peace processes and provide support for grassroots women-led Civil Society Organizations working on peacebuilding.

3.    Amplify the voices of women leaders and activists working on peacebuilding initiatives at the grassroots level by sharing their stories, experiences, and successes to inspire others and garner support for their work.

4.    Promote conflict resolution techniques such as dialogue, mediation, and reconciliation through their content. Social media influencers are required to share resources and information on how communities can effectively resolve conflicts and build sustainable peace.

5.    Engagement and dialogue between different stakeholders involved in peacebuilding efforts. Influencers are to use their platforms to host discussions, panels, and Q&A sessions where experts, activists, policymakers, and community members can exchange ideas and perspectives. Emphasis will be put on building social acceptance of women-led peacebuilding efforts within Somali society. Challenge traditional norms and perceptions that limit women's participation in decision-making processes and advocate for gender equality and women's rights.

6.    Help in creating networks and alliances between women-led CSOs, activists, and other stakeholders working on peacebuilding initiatives by fostering collaboration, resource-sharing, and mutual support to strengthen women led peace building efforts at grassroot level.

Methodology

The peacebuilding campaign begins with the formulation of a comprehensive strategy and set of objectives, including key messages, target audience’s relevant platform, and desired outcomes.

With a clear roadmap in place, social media influencers collaborate closely with Taakulo to develop authentic and engaging content tailored to their respective platforms and audience preferences. This content is then strategically distributed across social media channels, with relevant hashtags and exploring opportunities for cross-promotion to maximize reach and engagement.

Throughout the campaign, influencers actively engage with their audience, for meaningful dialogue and encouraging participation in campaign activities. Campaign effectiveness is continuously monitored through the tracking of key metrics such as reach, engagement, and conversion rates, enabling Taakulo to optimize strategies as needed.

Following the campaign's conclusion, a thorough evaluation is conducted to assess its impact and success, with lessons learned informing future initiatives.

Deliverables.

1.    Create engaging content that highlight inspirational women political figures who have contributed to peacebuilding efforts, involve public figures and influencers including youths active in TikTok to increase visibility and reach This contents may include video documentary series, shareable content for TikTok blog articles, infographics, radio messaging and live streams.

2.    Distribution of the campaign content across the social media platforms, including Instagram, Twitter, Facebook, YouTube and TikTok. Influencers share the content with their followers and engage with them to maximize reach and impact.

3.    Active engagement with the target audiences by responding to comments, questions, and messages related to the peacebuilding campaign to trigger meaningful dialogue, encourage participation, and address any concerns or feedback from their followers.

4.    Promotion of the overall peace building campaign Events activities during the contract period by creating promotional posts, sharing event details, and encouraging followers to attend or participate.

5.    Establish efficient Campaign Hashtags and incorporate campaign-specific hashtags into their posts to increase visibility and engagement. These hashtags help users discover and join conversations related to the peacebuilding campaign on social media platforms.

6.    Provide feedback and collaborate closely with Taakulo to ensure content aligns with the campaign's messaging and objectives. Influencers share insights, ideas, and suggestions for improving the campaign's effectiveness and reach.

7.    Collaborate with women-led CSOs, and Taakulo to produce engaging content related to the activities undertaken by these organizations, showcasing the impact of women in peace and social cohesion.

8.    Ensure the content is culturally sensitive and respectful of the issue at hand, adapting the profile and tone when necessary.

Collaboration with Stakeholders:

1.    Engage interested public and private stakeholders to participate in the campaign by sharing and promoting the social media posts.

2.    Collaborate with local leaders and influencers to reinforce the message of women's importance in peace and social cohesion.

3.    Encourage stakeholders to actively engage with the content by liking, sharing, and commenting, fostering a sense of community involvement.

Translation and Localization:

1.    Conduct the communication campaign primarily in Somali to effectively reach the target audience.

1.    Translate specific interventions and key messages into English when necessary to share with ACTED or partners.

2.    Ensure that the translated content accurately conveys the intended message and cultural nuances.

1.    Supervision of the social media influencers.

The social media influencers will work closely with the project communication officer supervised by the Taakulo Peace Building Project Manager.

1.         Activity Duration.

The overall duration of the social media campaign is 12 months, but the media firm will be engaged on a contractual on-demand basis for specific services as needed throughout the campaign period.

Skills and Qualifications

Social media influencers aiming to support women-led peacebuilding campaigns at the grassroots level should possess a combination of skills, qualifications, and characteristics tailored to the context and goals of the campaign listed below.

•      Strong content creation skills, including writing, photography, videography, graphic design, and storytelling. Social media influencers should be able to create compelling and visually appealing content that educates, inspires, and mobilizes their audience towards women led peacebuilding action.

•      Huge social media following with Proficiency in using various social media platforms (e.g., Twitter, Facebook, Instagram, TikTok) reach and engage with their target audience effectively. Familiarity with social media trends, algorithms, and best practices for content creation and engagement is mandatory.

•      Deep understanding of the cultural, social, and political context in Somalia the South-West state in particular, including the dynamics of conflict and peacebuilding efforts, as

well as the specific challenges faced by women in these contexts.

•      Effective communication skills to convey messages clearly and persuasively to the target audience. This includes proficiency in Somali language and the ability to adapt communication styles to resonate with diverse audiences.

•      Demonstrate empathy and sensitivity towards the experiences and needs of women affected by conflict. They should be able to listen actively, empathize with their struggles, and communicate messages that resonate with their lived realities.

•      Have the ability to build and maintain relationships with key stakeholders, including women-led CSOs, activists, community leaders, and policymakers. Work on networking skills that facilitate collaboration, resource-sharing, and coalition-building for the peacebuilding campaign.

o   Other Skills

•      Demonstrate strategic thinking and planning abilities to develop and implement effective social media campaigns for women-led peacebuilding. This includes setting clear goals, identifying target audiences, crafting messaging strategies, and measuring campaign impact.

•      Social media Influencers should be capable advocates and influencers who can effectively promote women's participation in peacebuilding processes and advocate for policy change and resource allocation to support their initiatives.

•      Demonstrate cultural competence and respect for diversity, including an awareness of intersectional issues such as gender, ethnicity, religion, and class. They should strive to amplify diverse voices and perspectives within the Somali community.

•      Given the complexities and challenges of working in conflict-affected contexts, influencers should demonstrate resilience, adaptability, and the ability to navigate setbacks and obstacles with determination and creativity.

Interested firms/consultants who meet the above criteria should submit their detailed application to [email protected] and CC’s to [email protected], By latest 15th 5, 2024