TOR: Production and broadcasting of a one-minute video

BACKGROUND

Ethiopian Center for Disability and Development (ECDD) is an Ethiopian Development Organization established in 2005 and re-registered with the Agency for Civil Society Organizations as an Ethiopian Development Civil Society Organization with Certificate № 0321 under Proclamation № 1113/2019. ECDD is working with other organizations to promote and facilitate the inclusion of persons with disabilities and disability issues in mainstream service delivery and development programs, envisioning an Inclusive Ethiopia where persons with disabilities exercise the same rights and have access to the same services and opportunities enjoyed by other citizens.

ECDD is currently implementing the AHEAD Project, Accessible, Inclusive, Equitable, and Affordable Sexual and Reproductive Health (SRH) Essential Health Care Services for Adolescents and Youth with Disabilities, funded by UNFPA.

As part of this initiative, ECDD operates the MINCH 6768 multimedia Platform that disseminates Sexual and Reproductive Health (SRH) information and other disability-related content to persons with disabilities, their families, service providers, government institutions, non-governmental organizations, and other stakeholders.

The MINCH Platform enables users to access information free of charge by calling or sending SMS messages to the toll-free number 6768, without requiring internet access or a smartphone. The platform serves as an important tool for bridging information gaps and improving access to SRH knowledge and other essential services for persons with disabilities and the wider community.

To increase awareness and utilization of the platform, ECDD seeks to engage qualified media companies or social media professionals to produce and broadcast a one-minute video advertisement. The advertisement will primarily focus on:

• Production of a clear, engaging, and informative one-minute video.
• Increasing public awareness and encouraging utilization of the MINCH 6768 Platform and its services and Promotion of the platform’s services and benefits.;
• Promoting the dissemination of Sexual and Reproductive Health (SRH) information and other disability related content available on the MINCH platform; and
• Use of popular YouTube and TikTok pages to maximize audience reach.
• Broadcasting the video four times during the assignment period.
• Encouraging collaboration among stakeholders working on disability inclusion and SRH services.

The video advertisement will be aired through well-known and highly viewed YouTube and TikTok pages/platforms.

OBJECTIVES

The video production and advertising campaign aims to:

• Raise awareness among persons with disabilities, youth, families, and stakeholders about the MINCH 6768 Telephone Platform and its services.
• Promote the use of the platform for accessing Sexual and Reproductive Health (SRH) information and other disability-related content.
• Demonstrate how users can easily access information through the MINCH 6768 Platform.
• Increase engagement and utilization of the MINCH platform among target audiences.
• Encourage ongoing collaboration among multiple stakeholders, service providers, and partners on the MINCH Telephone Platform and with ECDD.

TARGET GROUPS

The advertising campaign targets:

• Persons with disabilities;
• Adolescents and youth with disabilities;
• Families, caregivers, and friends of persons with disabilities;
• Government institutions;
• Non-governmental organizations;
• Organizations working on disability inclusion and SRH services.

EXPECTED OUTPUTS

The selected media company or professional is expected to deliver:

• One (1) professionally produced one-minute video advertisement promoting the MINCH 6768 Telephone Platform.
• The video content should clearly explain:
• What the MINCH Platform is and how users can access and use the platform;
• The Sexual and Reproductive Health (SRH) information and other educational content available on the platform;
• The benefits of the MINCH platform for persons with disabilities, adolescents, youth, families, and other stakeholders;
• The importance of stakeholder collaboration in expanding access to inclusive information services.
• The video advertisement shall be broadcast a total of four (4) times through selected popular and high-viewership YouTube and TikTok pages/platforms.

DURATION AND TRANSMISSION SCHEDULE

The one-minute video advertisement will be broadcast:

• Through popular YouTube and TikTok pages/platforms to maximize audience reach and raise awareness of the MINCH 6768 Telephone Platform.
• The video advertisement shall be broadcast two (2) times on the selected YouTube page(s) and two (2) times on the selected TikTok page(s), resulting in a total of four (4) broadcasts across the selected social media platforms.
• The successful bidder shall provide evidence of transmission.

The evidence shall include:

1. Direct links (URLs) to each published video on the respective YouTube and TikTok pages/platforms.
2. Screenshots showing the video publication date, time, and platform/page where it was broadcast.
3. Broadcast schedule records indicating the dates and times of all four transmissions.
4. Platform analytics and performance reports, including:
   • Number of views/reach
     • Impressions
     • Likes, comments, and shares
     • Audience engagement metrics
     • Audience demographics (where available)
5. A completion report summarizing:
   • The platforms/pages used
     • Dates and times of transmission
     • Total audience reached
     • Engagement statistics
     • Any challenges encountered and lessons learned

Method of Submission

The successful bidder shall submit the evidence electronically within five (5) working days of the final broadcast. The submission shall include:

• A brief narrative report;
• Hyperlinks to the published content;
• Screenshots and/or screen recordings of the broadcasts;
• Downloaded analytics reports or dashboard screenshots from YouTube and TikTok demonstrating the reach and engagement achieved.

TERMS OF PAYMENT

First Payment: 50% upon signing of the contract.

Final Payment: 50% upon satisfactory completion of the video production and successful broadcasting of the advertisement as agreed.

IMPLEMENTATION PERIOD

The video production and advertising are expected to be completed within twenty (20) calendar days from the signing of the contract.

Applicants are required to submit a detailed action plan indicating:

• Key activities;
• Timeline;
• Production schedule;
• Broadcasting schedule.

ELIGIBILITY REQUIREMENTS

Eligible applicants include legally registered media companies and experienced individual social media professionals with the following qualifications:

• Demonstrated knowledge and understanding of disability inclusion and SRH issues;
• Proven experience in video production and social media advertising;
• Previous experience producing disability-inclusive communication materials;
• Ability to produce accessible and disability inclusive video content;
• Has a valid and renewed business license, registration certificate, and VAT certificate;
• Commitment to quality delivery within the agreed timeline.

SELECTION CRITERIA

The selection will be based on both technical and financial evaluations using the following weighting:

Criteria	Score
Financial Proposal	30%
Technical proposal:
Relevant experience related to the assignment to the task	30%
Experience in producing disability-related advertisements	15%
Quality and methodology of the technical proposal	25%
Total	100%