TOR: Production and Broadcasting of Disability-Inclusive Sexual and Reproductive Health (SRH) TV and Radio Spots, and Adaptation of Video Content

1. Introduction

Ethiopian Center for Disability and Development (ECDD) is an Ethiopian development organization established in 2005 and registered with the Authority for Civil Society Organizations under Certificate No. 0321, in accordance with Civil Society Organizations Proclamation No. 1113/2019.

ECDD works to promote the rights, inclusion, participation, and equal opportunities of persons with disabilities in Ethiopia. Through its programmes and partnerships, ECDD supports improved access to inclusive services and opportunities for persons with disabilities, including adolescents and youth.

Under the UNFPA-funded AHEAD project, AHEAD Accessible, Inclusive, Equitable and Affordable Sexual and Reproductive Health (SRH) and Essential Healthcare Services for Adolescents and Youth with Disabilities, ECDD intends to engage a qualified media production and broadcasting firm to develop and transmit disability-inclusive SRH television and radio spot announcements and prepare accessible video content for ECDD’s social media platforms.

The assignment aims to increase awareness of SRH rights and services, challenge disability-related stigma and discrimination, and encourage adolescents and youth with disabilities to access appropriate and inclusive SRH information and services.

2. Objectives of the Assignment

The overall objective is to produce and disseminate accessible, accurate, engaging, and disability-inclusive SRH messages through television, radio, and social media.

The specific objectives are to:

1. Produce one television spot and one radio spot, each approximately 60 seconds long, in Amharic.
2. Ensure that the television spot is accessible through Amharic captions, English subtitles, and sign-language interpretation.
3. Broadcast the television and radio spots through suitable media outlets, following the agreed schedule and required frequency.
4. Adapt the video content into appropriate formats for TikTok, Facebook, LinkedIn, and Instagram.
5. Prepare and upload the agreed audio and video materials to the MINCH platform, subject to the required access and technical arrangements.

3. Scope of Work

The selected firm shall undertake pre-production, production, post-production, broadcasting coordination, social media file preparation, and reporting.

3.1. Pre-production and message development

The firm shall:

• Conduct an inception meeting with ECDD to agree on objectives, target audiences, key messages, creative approach, technical requirements, and approval process.
• Develop a work plan and production schedule.
• Prepare concepts, scripts, and storyboards for TV and radio spots.
• Ensure content is accurate, culturally appropriate, age-sensitive, gender-responsive, disability-inclusive, and aligned with AHEAD’s SRH objectives.
• Submit concepts and scripts for ECDD’s review, incorporate feedback, and obtain approval before production.

3.2. Television spot production and broadcasting

The firm shall produce one television spot with a target duration of approximately 60 seconds.

The television spot shall:

• Be produced in Amharic.
• Include Amharic captions, English subtitles, and sign-language interpretation.
• Use clear, engaging, and contemporary audiovisual storytelling appropriate for adolescents, youth, and the wider public.
• Promote respectful and non-stereotypical representation of persons with disabilities.
• Meet the technical specifications of the proposed television broadcaster and ECDD.
• Be submitted to ECDD for review and approval before transmission.

Required broadcasting frequency: The approved television spot shall be broadcast 8 times over four weeks (twice weekly), with at least one or two broadcasts scheduled around 3 December, International Day of Persons with Disabilities.

The firm shall propose suitable television stations, programme placements, broadcast times, and associated airtime costs. Potential broadcasters include the Ethiopian Broadcasting Corporation (EBC), Ethiopian Broadcasting Service (EBS), Hagerie TV, and Fana Broadcasting Corporate (FBC). The final station and broadcasting schedule shall be agreed upon by ECDD and the selected firm and approved by ECDD before any airtime commitment is made.

The firm shall provide evidence of completed broadcasts, such as a transmission log, broadcaster confirmation, and recordings or other verifiable evidence where available.

3.3. Radio spot production and broadcasting

The firm shall produce one radio spot with a target duration of approximately 60 seconds.

The radio spot shall:

• Be produced in Amharic.
• Communicate the key SRH messages clearly and accurately.
• Use accessible, understandable, culturally appropriate, and engaging language.
• Promote positive attitudes towards adolescents and youth with disabilities and their right to access SRH information and services.
• Be submitted to ECDD for review and approval before transmission.

Required broadcasting frequency: The approved radio spot shall be broadcast once daily, three days per week, for three weeks, resulting in a total of 9 broadcasts.

The firm shall propose suitable radio stations, programmes, broadcast times, and associated airtime costs. Potential stations include Fana FM, FM Addis 97.1, Sheger FM 102.1, and Bisrat Radio.

The final station selection and broadcasting schedule shall be agreed upon by ECDD and the selected firm. ECDD must approve the proposed arrangements and airtime costs before any binding commitment is made.

The firm shall maintain and submit a broadcasting log and provide verifiable evidence that the required broadcasts have been completed.

3.4. Social media video adaptation

The firm shall prepare one common video based on the approved television content and adapt it into suitable formats for the following ECDD social media platforms: TikTok, Facebook, LinkedIn, Instagram.

The firm shall ensure that the video files are appropriate to the technical and display requirements of the respective platforms. The adaptations shall retain the approved key messages and incorporate the required accessibility features, including Amharic captions, English subtitles, and sign-language interpretation.

The firm shall submit the final, platform-ready files to ECDD. Publishing or posting the content directly on ECDD’s social media accounts is not part of the firm’s responsibility. ECDD will manage publication through its own accounts.

3.5. MINCH platform upload

The firm shall prepare the agreed audio files for the MINCH platform..

The firm shall:

• Prepare files in formats accepted by the platform.

Any platform access or technical dependency requiring ECDD’s support shall be communicated promptly.

4. Target Audiences

The communication materials shall primarily target:

• Adolescents and youth with disabilities, including persons with physical, visual, hearing, and intellectual disabilities.
• Women and girls with disabilities.
• Parents, caregivers, and families of adolescents and youth with disabilities.
• Healthcare providers and health facility personnel.
• Government institutions, civil society organizations, and organizations of persons with disabilities.
• The wider community and public.

5. Expected Deliverables

All scripts, concepts, draft materials, and final outputs shall be submitted to ECDD for review and approval at the relevant stages. The firm shall incorporate reasonable feedback before proceeding to the next stage.

6. Implementation Period

The initial implementation period shall be 20 calendar days from the effective date of the contract.

Within these 20 calendar days, the firm shall complete the inception process, script and concept development, production, revisions, and submission of the final approved video and audio materials And It shall also complete the agreed broadcasting activities within this period, in accordance with the schedule approved by ECDD.

The selected firm shall provide a detailed schedule that clearly distinguishes between:

1. Production, approval, and final submission activities to be completed within the initial 20 calendar days.
2. The commencement of broadcasting within the initial implementation period.
3. The subsequent broadcasting and verification period required to complete all contracted transmissions.

The firm shall remain responsible for completing the required broadcasts, submitting evidence of transmission, and providing the final report.

7. Roles and Responsibilities

7.1. ECDD responsibilities

ECDD shall:

• Provide project background, communication objectives, and available reference materials.
• Review and approve scripts, concepts, draft productions, and final materials.
• Provide consolidated feedback within a reasonable timeframe.
• Discuss and approve the proposed television and radio stations, programme placements, broadcast schedules, and airtime costs before commitments are made.
• Verify deliverables and evidence of completed broadcasts.
• Process payments in accordance with the agreed contractual milestones.

7.2. Selected firm’s responsibilities

The selected firm shall:

• Provide qualified personnel, production equipment, and the technical capacity required to deliver the assignment.
• Produce all materials in accordance with the approved scripts, accessibility requirements, and technical specifications.
• Coordinate with proposed broadcasters and submit station, programme, schedule, and airtime cost proposals to ECDD for approval.
• Obtain ECDD’s approval before committing to airtime costs or commencing transmission.
• Complete production and submit final approved materials within the initial 20-calendar-day period.
• Initiate and complete all required broadcasts according to the agreed schedules.
• Prepare and submit platform-ready social media files without publishing them directly to ECDD’s accounts.
• Complete the MINCH upload, subject to the required access and technical arrangements.
• Maintain accurate records and provide evidence of transmission.
• Submit the final report and hand over all approved files.

8. Eligibility and Required Qualifications

Interested firms must:

1. Be legally registered in Ethiopia with valid business and tax documents.
2. Have at least three years of media production experience.
3. Demonstrate experience in SRH, gender, youth, public health, or disability inclusion communication.
4. Have qualified personnel, equipment, and capacity to produce accessible content.
5. Have experience coordinating broadcasting and airtime.
6. Complete production within 20 calendar days.
7. Adhere to safeguarding, confidentiality, and non-discrimination standards.
8. Valid registration, tax documentation, and other relevant business documents

9. Proposal Submission Requirements

Interested firms shall submit a complete proposal containing the following:

9.1. Technical proposal

The technical proposal shall include:

• Company profile and relevant experience, including samples of similar work.
• Understanding of the assignment, creative approach, and production methodology.
• Proposed TV and radio spot concepts and accessibility measures.
• Proposed production materials, equipment, and resources.
• Proposed broadcasting stations, airtime, and associated costs.
• Work plan demonstrating completion within 20 calendar days.
• Proposed team composition, roles, and qualifications.
• List of technical materials and resources required for the assignment.

9.2. Financial proposal

The financial proposal shall include an itemized cost breakdown covering:

• Pre-production and script development.
• Television and radio spot production, including accessibility features.
• Television and radio broadcasting airtime.
• Social media video adaptations.
• MINCH file preparation and upload.
• Other relevant assignment costs.

For broadcasting airtime, the firm shall indicate the cost per prime-time session and the total proposed cost to allow ECDD to negotiate and adjust the number of broadcasts based on its available budget ceiling.

10. Payment Terms

Payments shall be made in three instalments, subject to submission and acceptance of the relevant deliverables.