Terms of Reference (ToR) Selection of Media Channel (television and radio) for the Promotion of SOS Children’s Villages in Ethiopia Initiatives

Introduction

SOS Children’s Villages in Ethiopia (SOS CVE) ensures that children without parental care or at risk of losing it grow up in a safe, supportive environment where they can thrive. Our work focuses on preventing family breakdowns, providing quality alternative care, and empowering young people with the skills and opportunities they need for an independent future.

With over 50 years of experience in Ethiopia, SOS CVE is a trusted leader in childcare and family support, working in collaboration with government institutions, donors, corporate partners, and communities. Through holistic programs, including education, vocational training, psychosocial support, and family strengthening, we create lasting change for children, families, and society. By partnering with SOS CVE, individuals can contribute to a sustainable impact, ensuring that every child has a loving home, a strong foundation, and a hopeful future.

As part of our efforts to strengthen brand visibility, credibility, and community engagement, SOS CVE seeks to appoint a local media channel (television and radio) to maximize its visibility. Working with a dedicated media channel will help expand our reach to national and regional audiences, increase public awareness of our mission and impact, promote campaigns and fundraising efforts, and amplify the voices of children, caregivers, and communities we serve. This partnership will also support advocacy for children’s rights and foster greater public involvement in building a better future for children across Ethiopia.

Overall Objective

The primary objective is to establish a strategic media partnership that enhances the visibility, credibility, and public engagement of SOS CVE through consistent, impactful storytelling and targeted media content across national television and radio platforms.

The Specific Objectives include:

• Brand Awareness: Increase public awareness of SOS CVE’s mission, values, and programs across Ethiopia through regular, branded content on television and radio.
• Campaign Promotion: Support national and regional fundraising and advocacy campaigns by broadcasting compelling stories, interviews, and sponsored segments.
• Content Dissemination: Air SOS CVE-produced video content including PSAs, testimonials, mini-documentaries, and event coverage at discounted rates.
• Audience Engagement: Foster public engagement by facilitating interactive or story-driven programming that connects emotionally with diverse audiences.
• Advocacy & Impact: Support the organization’s child rights advocacy work by amplifying key messages through talk shows, panel discussions, or special segments.
• Reputation Building: Strengthen the organization’s credibility and trustworthiness by aligning with a respected media house known for quality and ethics.
• Long-Term Visibility: Secure a cost-effective, long-term media presence through negotiated sponsorship, airtime packages, and value-added services.

Scope of work

The selected media partner will be expected to:

• Broadcast SOS CVE-prepared public service announcements, documentary clips, or campaign videos
• Produce and air co-developed editorial segments (e.g. interview, panel discussions, brand talk)
• Offer visibility support during major SOS CVE events and campaigns
• Support content adaptation or translation into relevant local languages (if needed)

Expected Outcomes

• Enhanced National Visibility: SOS CVE’s programs, campaigns, and advocacy work are regularly featured on mainstream media reaching wider and more diverse audiences.
• Increased Public Engagement: The Ethiopian public—including individuals, families, and youth—develop a stronger emotional connection with SOS CVE’s mission and activities.
• Strengthened Brand Credibility: SOS CVE is positioned as a trusted and leading voice in childcare, family strengthening, and youth empowerment in Ethiopia.
• Boost in Local Fundraising Support: Targeted media exposure leads to increased interest and contributions from individuals, businesses, and partners within Ethiopia.
• Effective Storytelling Platform: Impact stories, case studies, and testimonials are broadcast in visually compelling formats, helping humanize the work and show tangible results.
• Greater Advocacy Impact: National conversations around child protection, family care, education, and youth development are influenced by SOS CVE’s consistent presence on television and radio.

SOS CVE’s Core Audiences

Selecting the right media partner for SOS CVE requires a clear understanding of our core audiences. The media channel should have the reach, credibility, and influence to effectively engage with these groups, helping to strengthen our visibility, fundraising efforts, and advocacy impact.

Below are the key audiences SOS CVE aims to engage with, which will also help refine the selection criteria for the media partner:

1. Individual Sponsors – Supporters who contribute financially to sustain SOS CVE’s programs and services.
2. Corporate Partners – Businesses and organizations that collaborate with SOS CVE through sponsorships, CSR initiatives, and joint projects.
3. Volunteers and Advocates – Individuals who actively promote SOS CVE’s mission, participate in fundraising activities, and amplify our impact.
4. Grant-Making Organizations – International and local organizations that fund child-focused and community-driven initiatives.
5. Government – National and regional government bodies that regulate, support, and collaborate with SOS CVE on policy and program implementation.
6. General Public – The wider community, whose awareness and support contribute to the overall success of SOS CVE’s work.

By understanding and segmenting these core audiences SOS CVE in collaboration with the selected media partner will tailor its messaging for maximum resonance and impact. The selected media partner should be able to engage these groups with strategic storytelling, localized relevance, emotional appeal, and selection of the right program ensuring that SOS CVE’s work is not only seen but deeply felt and supported across sectors.

Key Benefits to the selected media partner

• Opportunity to make a meaningful impact on the lives of vulnerable children.
• Enhanced public image and association with a reputable humanitarian organization.
• Networking opportunities with other stakeholders in the development sector.
• Personal satisfaction from contributing to a noble cause.

Key Responsibilities

Selected media partner

• Broadcasting and Airing: Ensure timely and consistent airing of SOS CVE-provided content, such as awareness campaigns, interviews, brand spots, and sponsored segments.
• Content Production (when applicable): Collaborate with SOS CVE to script, film, and edit TV segments (e.g. interviews, brand talks) when production is assigned to the channel.
• Message Integrity: Present SOS CVE messaging accurately, respectfully, and in alignment with brand guidelines and ethical standards for child representation.
• Audience Engagement: Use creative formats to connect with the public, drive engagement, and amplify awareness across demographics—especially caregivers, youth, and decision-makers.
• Analytics and Reporting: Provide media monitoring report for every broadcasted element related to SOS CVE indicating planned spots vs actual aired spots, insights on estimated reach, viewer engagement, and the effectiveness of placements or campaigns.
• Value-Added Services: Offer free reruns, digital exposure (cross posting on the media partner’s social media platforms), etc. as part of the extended value of the partnership.
• Confidentiality & Brand Protection: Uphold confidentiality agreements and protect the reputation and integrity of SOS CVE in all shared content and materials.

SOS CVE

• Content Provision: Provide the media partner with timely and professionally developed content, including videos, scripts, event coverage, and brand visuals.
• Brand and Editorial Guidance: Share clear branding, terminology, and editorial guidelines to ensure consistent representation across platforms.
• Media Coordination: Designate focal points for efficient coordination, approvals, and feedback loops during content planning and broadcasting phases.
• Partnership Recognition: Highlight the media partner across SOS CVE’s public channels (e.g. social media, publications, event credits) as an official media partner.
• Monitoring & Evaluation: Track the reach and effectiveness of content aired in collaboration with the media partner and adjust approaches accordingly.

Contract Duration

The partnership is expected to run for 5 months starting June 2025 (with potential renewal based on performance and mutual agreement). If the media channel cannot fulfill commitments, SOS CVE reserves the right to terminate the agreement and explore alternative engagements in the event of, but not limited to, the following instances:

• Breach of Contractual Obligations: Failure to meet the agreed terms, deliverables, timelines, or standards outlined in the agreement.
• Misrepresentation or Misuse of Brand: Any unauthorized use, distortion, or misrepresentation of SOS CVE’s brand, logo, messaging, or content.
• Violation of Ethical Standards: Broadcasting content that violates SOS CVE’s safeguarding policies, child protection principles, or promotes hate speech, discrimination, or harmful stereotypes.
• Lack of Performance: Persistent underperformance, such as failure to air agreed content, poor-quality production, or inability to reach target audiences effectively.
• Loss of Public Trust or Credibility: Engagement in scandals, unethical practices, or legal issues that may negatively affect the reputation of SOS CVE by association.
• Unwillingness to Collaborate or Communicate: Repeated failure to maintain open, timely, and constructive communication with SOS CVE’s designated focal points.
• Non-Compliance with Legal or Regulatory Frameworks: Breach of national media laws, broadcasting regulations, or contractual requirements that compromise the integrity of the partnership.
• Force Majeure or Operational Constraints: Situations such as political unrest, organizational restructuring, or funding changes that render the continuation of the partnership infeasible.

Safeguarding

SOS CVE maintains a zero-tolerance policy toward any form of child or youth safeguarding violation. As such, the selected media partner must demonstrate full commitment to upholding the organization’s safeguarding policies and procedures throughout the duration of the assignment.

Key safeguarding expectations include:

• Adherence to Safeguarding Policies: The media partner must comply with SOS CVE’s safeguarding standards and ethical guidelines at all times. Breach of these policies will result in immediate termination of the engagement.
• Respect for Privacy and Dignity: The media partner is expected to respect the privacy, dignity, and rights of all program participants—particularly children and young people—when planning, filming, editing, or publishing content.
• Pre-approval and Clearance: No direct contact with program participants, especially children and young people, shall take place without prior safeguarding clearance from SOS CVE. All meetings and filming activities must be coordinated by the designated focal person.
• Informed Consent: The media partner must obtain written, signed consent from a caregiver or legal guardian before filming, photographing, or recording any child or young person affiliated with SOS CVE programs.

To be eligible for consideration, the media partner must meet the following minimum qualifications:

• Must possess a valid and up-to-date broadcasting license issued by the Ethiopian Media Authority (formerly Ethiopian Broadcasting Authority), allowing the organization to legally operate as a media and content production entity within Ethiopia.
• A minimum of five (5) years of relevant experience in the production and broadcasting of high-quality audio-visual content. Preference will be given to firms with a demonstrated history of delivering content for development, humanitarian, or educational sectors.
• Documented experience in producing documentaries or communication materials focused on children, young people, and community development. Prior work with child-focused organizations or NGOs will be considered a strong advantage.
• Access to a qualified production team with expertise in cinematography, scripting, voiceover, editing, and sound design. And availability of professional-grade production and post-production equipment to ensure content is produced to broadcast and digital quality standards.
• Demonstrated knowledge and adherence to child safeguarding and ethical storytelling principles, including obtaining consent and respecting the dignity and rights of featured individuals, particularly children.