Empowering Women Through Professionalization of The Nursing Sector in Bangladesh (Pronurse)

Terms of Reference (ToR) to Contract Out a Media Agency

Background:

Cowater International: Cowater International Inc. (Cowater) is Canada’s global leader in management consulting services specializing in international development. The organization has managed the implementation of 2500 projects and assignments in more than 95 countries worldwide for various clients including FCDO, DFAT Australia, the World Bank, and Global Affairs Canada (GAC). Cowater works with governments, partner organizations, communities, and civil society to design and implement sustainable solutions that generate positive and lasting social, economic, and environmental impact.

Naripokkho: Naripokkho is a well-known woman-led Organization based in Bangladesh. It is a membership-based, women's activist organization working to advance women’s rights and entitlements and build resistance against violence, discrimination, and injustice. Since its founding in 1983, Naripokkho has conducted numerous activities within MOHFW related to Violence against Women (VAW), Women Friendly Hospital Initiative including Women’s Health and Reproductive Rights (SRHR) at the community level in Bangladesh, which include campaigns, cultural events, training, research, lobbying, and advocacy.

Project Profile:

Cowater is implementing a GAC-funded project titled “Empowering Women Through Professionalization of the Nursing Sector in Bangladesh” (ProNurse).  This five-year project starting from April 2021, aims to enhance the voice and influence of nurses in Bangladesh.  The Directorate General of Nursing and Midwifery (DGNM) is the key Government of Bangladesh (GOB) counterpart. As lead, Cowater is implementing the project with two Canadian organizations –the International Health Unit of the University of Montreal (UdeM) and the Canadian Association of Schools of Nursing (CASN). UdeM will provide technical assistance in improving the capacity of nurse teachers and CASN will assist in strengthening the regulatory function of the Bangladesh Nursing and Midwifery Council for high-quality education.
The Ultimate Outcome of the ProNurse Project is Enhanced voice, influence, and empowerment of women in the health sector in Bangladesh, which will be supported by three mutually reinforcing Intermediate Outcomes:

  1. Improved quality of gender-responsive education for female nurses in both public and private sectors in Bangladesh
  2. Improved performance and professional status of female nurses in Bangladesh
  3. Improved enabling environment for female nurses’ increased participation in the health sector in Bangladesh

The Project is designed to enhance the performance and professional status of nurses in Bangladesh through investment in management and leadership training, and implementation of a comprehensive and attractive nursing career path. It will also improve training facilities by establishing a Nurse Teachers Training Center (NTTC) through providing support for the expansion/repair/renovation of the College of Nursing (CoN), Mohakhali, Dhaka complex; and creating an enabling environment for nurses in Bangladesh in reducing gender-related barriers to professional development and push the nursing agenda forward. 
Key project stakeholders include the Ministry of Health and Family Welfare (MOHFW), DGNM, Bangladesh Nursing and Midwifery Council (BNMC), College of Nursing (CoN) Mohakhali, and targeted public / private Nursing Institutes.  The project will also support Bangladesh Nurses Association (BNA), a women-led professional body, and work closely with Naripokkho, a reputed Bangladeshi Women Rights Organization as National partner in this project.

Objective of the work:

The objective of the assignment is to develop a gender-sensitive communication plan (development of image-building materials, a documentary/short film (two documentary/short films not longer than twelve (12) minutes each), a yearlong campaign plan) and developing other communication materials using different types of strategies e.g. press releases, stories, articles for building an improved image of the nursing profession in Bangladesh. These will increase public awareness on nursing profession as a result the nursing profession will be positively valued in Bangladesh and it will remain visible.

Scope of work:

The media agency is expected to provide the following key services. All the activities should be consulted with the ProNurse Project and Naripokkho before finalizing:

  • The media agency can use the platform of national and local level print, electronic and online media to increase the awareness of the general public, the recipients of nursing care to develop an improved image for the nursing profession in Bangladesh through gender-sensitive messages. 
  • The media agency can develop various communication materials using different types of strategies e.g. press releases, stories, articles, posters, stickers, brochures, flyers, yearlong campaign plan.
  • The media agency has the opportunity to create gender responsive social media contents (audio, visual, text, animation) that represents the noble and vital role nurses are playing in our society.
  • The media agency can arrange radio talk-show, TV talk-show among the recipients of nursing care and giver.
  • Making a documentary/short film focusing the positive gender responsive role of nurses and the agency can develop a yearlong campaign plan also.
  • The media agency can create a short film/documentary that will depict nurse’s daily life and work. The production will aim to advance the nursing profession with dignity and respect.
  • Content/message/script/photo/video should be approved by Cowater International and Naripokkho.
  • Before shooting the media, agency will take the needful consent from respective stakeholders align with Cowater International & Naripokkho. 
  • All the messages and contents along with the theme of the media campaign will be designed and developed with a participatory process. Selected agency will facilitate the whole process with the support of Pro-Nurse project.

Deliverables: 

  1. Detailed Gender responsive campaign yearlong plan with time line
  2. Provide multiple initial ideas on the storyline or prepare a theme and draft of a script of the story with support from ProNurse team
  3. Produce one (01) documentary/short films not longer than ten (10) minutes
  4. Design, develop, and finalize the contents of the documentary/short film and other communication materials in close coordination with the ProNurse team.
  5. Conduct at least Eighteen (18) radio talk show and Ten (10) TV talk show among the respective stakeholders.
  6. Create at least eight (20) contents for social media (audio, visual, text, animation etc.) focusing the positive image of the nursing profession.
  7. Day observation (International Nurses Day, International Women's Day, 16 days of Activism) news coverage (division level/district/Upazilla level) from national and sub-national level.
  8. Develop various communication materials using different types of strategies e.g. press releases, stories, articles, posters, stickers, brochures, flyers, yearlong campaign plan.

Target Audience: Bangladesh Nursing Association, nurses, general public, students, policy makers, Ministry of Health and Family Planning, MoWCA, DGNM, Bangladesh Midwifery society, Dhaka Nursing College, Directorate of Nursing Services, Districts public health of Nurses, Electronic and print media etc., Women Rights Organizations/ Networks. 

Expected background and experience

  • Proven professional experience of at least 7 or more years in photography, videography and video editing;
  • Demonstrated experience in conception, interviews, narration, production and editing of videos and impact stories;
  • Experience in working with the health sectors specially in the nursing sector will be preferred
  • Experience in developing, broadcasting, and distributing awareness-raising materials in mass media campaign.
  • Excellent Gender responsive communication skills.
  • Excellent team for media production, design, and dissemination.
  • At least two references of prior partners/clients in similar projects
  • Excellent organizational skills, attention to detail, and ability to contribute to a teamwork process;

Required Documents:

  • Copy of Trade License
  • Copy of Tax/VAT registration certificate
  • Firm/Company Profile (Including experiences of working on similar assignments with other international organizations)
  • Curriculum Vitae of technical professionals who will be directly working under this engagement through the firm/company
  • Portfolio of engagement with other organizations by means of photos, videos, and audio.

Contact person:

The finalized media agency will report to the Project Manager of the project.

Apply Procedure:

Interested agencies are requested to send their profile including a technical and financial proposal to info@cowater-pronurse.com by November 5, 2023