| Task: | |
| Project title: | Promotion of Inclusive Equitable Quality Education for All in Armenia |
| Location: | Republic of Armenia |
| The deadline to submit proposals | October 15, 2021 |
| E-mail submission of technical proposals | s.minasyan@caritas.am |
| Contact person | Siranush Minasyan (Project Manager)
Phone: +374 93 00-17-78 |
1. Project Summary: Promotion of Inclusive Equitable Quality Education for all in Armenia
Although IE has been important for RA since 2005 there are still a range of barriers and challenges in achieving overall inclusion. According to experts of education the main challenge is the false perception of inclusive education; there is the narrow understanding of Inclusion according which inclusion refers only children with disabilities and Inclusive education consists in transferring CWD from special schools to mainstem schools and making adaptation for them. In reality IE is a range of systemic reforms that include improving of physical conditions, adaptation of methods of teaching, change of perception of the aim of education, individual approach in order to create an inclusive school culture. Researches conducted by Armenian Caritas show the problem of physical accessibility; many schools don’t have adequate building conditions, accessible toilettes, ramps, adaptable furniture. The other problems consist in teaching methods and incapacity to demonstrate individual approach to each child, barriers which are in our heads/especially from other parents and members of society. This kind of thinking hinders inclusive actions.
The creation of inclusive learning environment that promotes socialization and inclusion of all children is an important factor that is still neglected by executors of inclusive education, this omission hinders to the implementation of inclusive practices and formation of the inclusive culture.
Therefore, Armenian Caritas has initiated the project “Promotion of Inclusive and Equitable Quality Education for All in Armenia” aimed at contributing to the establishment of inclusive and equitable quality education for all in Armenia.
The project is financed by German Federal Ministry for Economic Cooperation and Development through Caritas Germany. Project’s aim is to contribute to the establishment of inclusive and equitable quality education for all in Armenia.
Project’s important components are trainings of staffs of 7 partner schools and kindergartens involved in the project to deliver with tools for application of inclusive practices at school as well as the equipment of one model classroom in each school and kindergarten for implementation of inclusive education, encouragement of the participation of pupils and parents in creation of inclusive environment in schools, contribution of inclusion of CWD in target schools and kindergartens, empowerment of day care centers for the inclusion of children with disabilities, development of positive attitude toward inclusion in the society and education, sensibilization of public on the barriers of inclusion of persons with disabilities, public events, flash mobs aimed at overcoming stereotypes and prejudices about disabilities, encouragement of persons with disabilities to benefit from their rights, opportunities and available services.
2.Objective of the Media Campaign
The objective is to design and implement a media campaign in order to raise awareness about barriers of inclusion of PWD and importance of creation of inclusive culture at schools and day care centers for children highlighting the importance of structures providing services for social participation of CWD and change the attitude of the society towards PWD to overcome prejudices and stereotypes that are still widespread about disabilities.
The campaign will target: the general public, pupils, persons with disabilities, parents of children with disabilities, teachers, local organizations, policy makers, among others.
3.Scope of the Media Campaign
The consultant/firm will be contracted to:
- Develop a social media campaign plan in close collaboration with the Armenian Caritas (AC) project staff. AC staff will provide all information needed to accomplish the scope of work.
- Define key messages for different target groups such as 1) Persons with disabilities themselves to demand their rights, opportunities in Armenia as well as services; 2) general public to promote non-discrimination, tolerance and diversity.
- Provide and disseminate information to the general public through media about International Legal Framework about inclusive education and Armenia’s commitments.
- Interview persons with disabilities in order to capture human stories, for dissemination through the media as necessary to show opportunities and challenges on the way of inclusion.
- Create design collateral, info graphics, video, motion graphics, animation, short social video clips, flyer or leaflet and other mediums to sensibilize public for inclusion, to raise awareness on the rights of persons with disabilities, assistance provided in Armenia as well as tell their success stories. The clips will be broadcasted via Armenian TV channels and/or Social media and radio stations.
- Organize the installation of stands, billboards to sensibilize pubic for inclusion.
- Organize a photo exhibition and create a photo album to share success stories of persons with disabilities in Armenia.
- Organize a job fair to show employment opportunities for persons with disabilities.
- Organize a conference with participation of Disabled Persons Organizations and persons with disabilities to introduce international calls for studies, business grants for persons with disabilities and other opportunities.
- Organize Ted talks to highlight inspire and success stories of PWD.
- Organize flash mobs to sensibilize public on the importance of inclusive education and for the inclusion of persons with disabilities.
Further details and a work plan will be established together with the selected candidate.
3.1Time Plan
The following is an indicative time plan:
| Invitation for proposal: | September 2021 |
| Submission of proposal: | October 2021 |
| Selection of candidates: | October 2021 |
| Preparation of the content and design: | November – mid-December 2021 |
| Implementation of the campaign: | December 2021- October 2022 |
3.2 Duration and Location
The media campaign will be implemented within the period of December 2021 to October 2022. Part of the work can be conducted remotely in contact with the project team via electronic communication. However, face-to-face meetings will be required to discuss the requirements, implementation process and other pertinent details for the executions of the scope of work.
No equipment or material will be purchased or provided by Armenian Caritas to conduct the scope of work. Any travels, equipment or materials needed to accomplish this TOR will be covered by the consultant/ firm. Any expenses, unless explicitly articulated by Armenian Caritas will be at the expense of the consultant/firm.
The geographic focus of the media campaign is Armenia.
4. Costs and Financing
The agreed budget for provision of services under this TOR will be discussed and this will cover the following:
- Social Media Campaign Plan,
- Production and Printing of Materials i.e. brochures, posters, billboard, banners, etc.,
- Videos and/or audio-visual presentations based on the modules provided by AC,
- Infographics for social media posting,
- Creative services, from concept, design, and production of AC materials and content for social media,
- Production of inception report and post- campaign report.
- Expenses for the photo exhibition,
- Expenses of the job fair.
The contract will be on a fixed price basis. The payment will be made as follows:
- 1st instalment – 70% (after signing the agreement)
- Final instalment – 30% (after submission of final deliverables)
5.Expected Deliverables
The company is expected to deliver
- Media campaign plan that increases awareness of the goals and achievements of the project, that need to be well targeted, structured and effective taking into account Armenian Caritas communication and branding requirements. The campaign plan should also include a concept and implementation schedule
- Designing, developing and disseminating all outreach materials and activities to create awareness of successful stories of persons with disabilities to target audience and media, including online and social media, photo essays, video and audio components for broadcast, print media etc.
- Final version of the TV spot.
- Post-campaign report which includes all strategies implemented during the entire campaign period including an evaluation of the effectiveness of the entire campaign, lessons identified and recommendations on how to address those lessons.
6.Required Profile of the Candidate
- Demonstrated experience developing successful social media strategies and campaigns, ideally in a non-profit context,
- In-depth knowledge and understanding of different social media platforms,
- Creative and innovative approach,
- Native level Armenian,
- Availability during the above-stated period,
- Experience working with the action’s target groups is an added advantage,
- In-depth knowledge on the issues of rights of persons with disabilities, the challenges they and the current situation of inclusive education in Armenia,
- Ability to provide free broadcast of the TV spot at one of the most influential national TV stations is a significant advantage.
7.Application Procedure
Armenian Caritas invites interested and qualified media companies to participate in a call for proposal in September 2021.
Media companies wishing to participate are kindly invited to submit their applications to email addresses: s.minasyan@caritas.am and info@caritas.am.
The application must be composed of the following:
- Technical proposal detailing: methodology, activities to be implemented, work plan with timelines,
- Budget,
- Curriculum Vitae of consultant and for each member of the team (if a team approach is utilized),
- Media company’s portfolio,
- Company’s registration certificate.
Armenian Caritas is grateful to all interested applicants; however, only shortlisted candidates will be contacted for the interview.