Development, Production, and Dissemination of Multi-Lingual and Multi-Platform Public Service Announcements (PSAs) on Women’s Political Participation and Prevention of Violence Against Women in Elections (VAWiE)

Organizational Background

The Network of Ethiopian Women’s Associations (NEWA), established in 2003, is a coalition of 50 member organizations committed to advancing gender equality and women’s empowerment across Ethiopia. NEWA’s work spans advocacy, capacity-building, and policy influence in economic, political, and legal spheres. Through its current initiative, ‘Empowerment and Representation: Advancing Political Inclusion for Women and Persons with Disabilities in Ethiopia,’ supported by UN Women, NEWA aims to dismantle systemic barriers to women’s political participation, including those faced by women with disabilities.

Problem Statement

Despite constitutional guarantees and Ethiopia’s commitments under CEDAW, the Beijing Platform for Action, the Maputo Protocol, and the SDGs, women continue to face systemic barriers to political participation. These include discriminatory norms, underrepresentation in decision-making, weak enforcement of gender equality laws, and violence against women in politics and elections (VAWiE). With Ethiopia’s 7th national election approaching, there is a critical need for agile, inclusive, and contemporary public messaging that promotes women’s participation and collective responsibility of key electoral stakeholders to prevent VAWiE.

3. Project Context

This initiative is anchored in Ethiopia’s national and international commitments to gender equality and inclusive governance, drawing on key frameworks such as CEDAW, the Beijing Platform for Action, and the Maputo Protocol. It seeks to advance legislative reforms, gender quotas, and capacity-building initiatives that enhance women’s representation and leadership, particularly for women with disabilities and those from developing regions. By integrating these efforts with Ethiopia’s own priorities, including NEBE’s Gender and Social Inclusion Framework and Ethiopia’s Ten-Year Development Plan foreseeing parity in all decision-making positions by 2030, the initiative reinforces the country’s pathway toward democratic inclusiveness and equality.

As part of its advocacy strategy, NEWA will produce and disseminate culturally resonant TV, radio, and digital content to raise awareness about women’s political participation, gender equality in electoral processes, and violence against women in politics and elections (VAWiE). This media intervention aims to strengthen public understanding of women’s political rights, challenge discriminatory norms, promote collective responsibility in preventing VAWiE, and amplify the voices of women. Beyond awareness-raising, it serves as a strategic tool for systemic reform, complementing NEWA and UN Women’s ongoing work in legislative advocacy, capacity-building, and coalition engagement to advance gender-responsive and democratic governance in Ethiopia where women hold their rightful place in decision making spaces.

4. Objective of the Assignment

The main objective is to engage a qualified media and creative production consultancy firm to develop, produce, and disseminate impactful, culturally sensitive, and multi-lingual and multi-platform PSAs that:

• Promote women’s rights to participate in politics and elections including as voters, candidates, leaders in political parties, and election officials.
• Highlight the negative impact of violence against women in politics and elections (VAWiE). Encourage inclusive and equal participation of women including young women, women with disability and rural women.
• Foster collective responsibility among political parties, election management bodies, security sector, media, civil society, and citizens to prevent and respond to VAWiE.
• Use both traditional and digital media to reach diverse audiences nationwide, including offline and online populations.

5. Scope of Work

The selected consultancy will undertake the following tasks:

• Develop a creative scripts and visuals informed by current data on women’s political participation and VAWiE in Ethiopia.
• Produce two (2) 60 second PSAs (TV and Radio) in Amharic and three other main languages including sign language interpretation.
• Produce three (3) short digital video clips (20–30 seconds each) optimized for social media platforms (TikTok, Instagram, YouTube, Facebook, and Telegram).
• Pre-test all content with both online and offline audiences to ensure clarity, cultural appropriateness, and engagement.
• Translate and adapt all content for diverse audiences in Amharic, and English captions.
• Develop Strategy for dissemination for traditional and social media.
• Broadcast and disseminate through TV, community and national radio, and digital platforms for three consecutive months (minimum 24 broadcasts per channel).
• Coordinate influencer partnerships and online engagement campaigns for a hush tag messaging related to women’s political and electoral participation and prevention and response to VAWiE/P in English and Amharic for example: #WomenLeadEthiopia, #HerVoiceHerVote #SheDecidesEthiopia #InclusiveElectionsET #ProtectHerVoice #ForwardWithHER #CountMeIn.
• Provide NEWA and UN Women with all raw files, scripts, and rights for future reuse of any kind.

6. Deliverables

• Two (2) 60-second PSAs for TV and Radio in Amharic and additional 3 main languages including with sign language.
• Three (3) 20–30 second short digital videos for social media.
• Social media engagement toolkit (banners, posters, hashtags, captions).
• Pre-testing summary and audience feedback report.
• Broadcasting and digital analytics report (including audience reach, impressions, and engagement metrics).
• High-resolution copies and full rights documentation for NEWA and UN Women archives.

7. Timeline

The assignment shall be completed within 21 working days from contract signing, including script development, pre-testing, production, and approval. Final delivery is expected by 30, November 2025.

8. Eligibility and Selection Criteria

• Minimum of 8-10 years of experience in broadcast and digital media production, with at least 3 years in gender equality or civic engagement campaigns.
• Demonstrated capacity for cross-platform (TV, radio, and social media) content development.
• Operational presence or partnerships in various regions beyond Addis Ababa is an advantage.
• Diverse and gender-balanced production team, including persons with disabilities is an advantage.
• Evidence of previous collaboration with women’s rights or advocacy organizations.
• Valid legal registration and broadcasting license in Ethiopia.

9. Proposal Submission Requirements

• Technical Proposal: Understanding assignment, creative approach, timeline, and methodology.
• Financial Proposal: Detailed cost breakdown for production and multi-platform dissemination.
• Team Profiles: CVs of key personnel highlighting gender and disability inclusion.
• Work Samples: Minimum of two relevant past productions with links or references.
• Legal Documentation: Renewed license and registration certificates.
• Proposed Workplan and Dissemination Strategy covering TV, radio, and social media rollout.