Ethiopia: INVITATION FOR CONSULTANCY SERVICE

Term of Reference

Awareness Raising Campaign and Social Marketing on Return and Reintegration of Returnees in Ethiopia

Background

With around 100 million citizens, Ethiopia is the second most populous nation in Africa. Ethiopia has become a hub for outward and inward migration, as one of the major labour sending countries and the largest refugee hosting country in Africa. A number of pull and push factors are at interplay for outward and inward migration in Ethiopia. The Ethiopian economy as well as its population has shown high growth. However, the economic growth has not been job rich. Furthermore, the unemployment rate of 17.5[1] coupled with poverty, family and peer pressure, and low public awareness on the positive and negative aspects of migration has contributed to a strong culture of migration within local communities. Finally, recurrent drought and environmental shocks, and inducements by smugglers and traffickers have pushed people to migrate to the capital province or abroad in search of better opportunities and to support their family. At the same time, advancement of information and communication technology, social networks, better living standards and demand for labour in major destination countries are some of the major pulling factors.

Although the exact number of Ethiopians who have migrated abroad is unknown due to irregular migration and the absence of centralized registration system, according to the estimates by the Ministry of Foreign Affairs (MoFA), more than two million Ethiopian diaspora live abroad[2]. However, the numbers are estimated to be higher since there is growing evidence that outward migration has increased significantly in recent years. The 2015 Ethiopian Migration Profile prepared by UNICEF depicts an increased international migration stock of Ethiopians living abroad over the years; in 2000, the international Ethiopian migration stock was 662,444[3] people this figure has reached 1,072,949 in 2015[4]. In addition, according to the data from Ministry of Labour and Social Affairs (MoLSA) around 460,000 Ethiopians have legally migrated to the Gulf Cooperation Council (GCC) States mainly Saudi Arabia, Kuwait and Dubai between September 2008 and August 2013[5].

Existing data paints an unclear picture of the demographic of Ethiopian migrant workers. The administrative records from MoLSA show that the large majority of regular migrants (close to 86 percent) are women. The high number of female migrants in official statistics on regular migration is mainly due to the greater opportunities they have for regular labour migration (mainly into domestic work) to the GCC States, Lebanon and Sudan, while male migrants might need to resort to irregular channels due to lack of opportunity for regular migration. The RMMS (2014) study on knowledge, attitude and practice of Ethiopian migrants depicts that only 40 percent migrate with legal documents to GCC States, Lebanon and Sudan, illustrating a relatively high level of irregular migration[6].

Ethiopia has become one of the major sending countries of Migrant Domestic Workers (MDWs) to the GCC States and their numbers have greatly increased in recent years. MDWs in receiving countries are concentrated in less regulated economic occupations where they work excessive hours without over pay, no weekly or monthly rest days, and restrictions on freedom of movement, exposed to psychological, physical and sexual abuse. Most of them even suffer from virtual imprisonment with their travel and identity documents confiscated. Labour migration is increasingly featuring on the global agenda including that of Ethiopia. The events unfolding every day in the Middle Eastern countries, and the repeated tragedies in regards to Ethiopian migrant workers in the Middle East, caused the Government of Ethiopia (GoE) to put a temporary ban on low-skilled migrant workers going to the Middle East and Sudan in 2013. The ban was mainly to work on improving the overall migration governance in the country, enhance protection of Ethiopian migrant workers in destination countries and address irregular migration. Despite the ban, the numbers of Ethiopian migrant workers crossing borders in search of employment continue to rise. The continued increase in irregular migration mainly trafficking combined with a significant number of reported cases of abuse and mistreatment of Ethiopian migrants in destination country call for urgent attention to the social and economic needs of Ethiopian migrants.

The 2013 and 2017 government crackdown on irregular immigrants in Saudi Arabia has only worsened the situation. In 2013 the Government of Saudi Arabia gave irregular migrants seven months to gain status or leave the country, and one of the most severely affected migrant community were the Ethiopians, with around 163,000 Ethiopian migrants being deported. In May 2017the Saudi Government have given yet another amnesty for undocumented migrants to leave the country, to date around 73,000 Ethiopian migrants have returned back and the number continue to rise. The mass-deportation has left thousands of migrant workers in an extremely precarious situation, having lost most of their belongings, access to their regular income and employment abroad. Once back home, these citizens need to be able to provide for themselves and their families, and to become a productive part of society. There is a great need to re-integrate these returnees so that, they become a benefit rather than a burden for their country. The Ethiopian government is trying to put in place a mechanism that will improve labour migration, and to deal with the reintegration of the returnees, and the ILO is working closely with the government to provide the necessary technical and financial support.

The ILO is implementing a three-year technical cooperation project funded by the European Union: “*Support to the reintegration of returnees in Ethiopia*” The overall objective of the project is to contribute to the reduction of exploitation of migrants including victims of trafficking through support to a humane return and reintegration process emphasizing economic and social empowerment. Specific objectives include:

§ To improve the capacities of service providers to return and reintegrate migrants who have experienced exploitation including victims of trafficking and receiving countries through enhanced coordination and referral among focal agencies and key stakeholders.

§ To ensure return migrants in Ethiopia who have experienced exploitation including victims of trafficking from the KSA be assisted, economically and socially empowered to reintegrate into their communities.

As part of this project, the ILO country Office for Djibouti, Ethiopia, Sudan, South Sudan and Somalia is seeking to hire a qualified consulting firm to develop various promotional materials and communication products for raising awareness about vulnerable population of Returnees that require reintegration services. ILO intends to conduct awareness raising programmes to create a welcoming environment within the local communities for the returnees and to avoid stigmatization and discrimination of returned migrants. The services required from the firm include design of awareness raising strategy and implementation which includes production of promotional materials and print advertising (services/products) as well as organizing campaigns through radio and television advertisements, documentary films etc. The firm should gather up-to-date information on migration and reintegration process. The firm will work in partnership with the ILO for technical information required for provision of information on technical issues.

Purpose of the Campaign

The main purpose of the campaign is to raise awareness to the public on migration and reintegration and help them understand the dynamics of migration and return migration, with particular focus on those at risk of exploitation and trafficking. More specifically:

1. To conduct awareness raising programmes to create a welcoming environment within the local communities for the returnees and to avoid stigmatization and discrimination of returned migrants;

2. Promote safe and fair migration and the instruments available for it;

3. Create awareness around the dangers of irregular migration;

4. Create awareness on the current available services to returnees;

5. To enhance the visibility of the reintegration project by highlighting major achievements.

Objective

The main objective of commissioning this consultancy is to develop a various social marketing and communication products on return and reintegration of returnees. Henceforth, the work should take in to account the specific country context as well as provide all relevant information to make migrant returnees feel safe and secure and assist’s them to work successfully, enhance their ability to become self-sufficient and reintegrate into the labor market more smoothly.

Overall, the project targets delivering clear information that enables returnees to successfully reintegrate within the community and establish sustainable livelihoods. The project aims to achieve this by developing key messages and disseminating these via various communications means such as mass media, mini media, print media and social media.

Scope of the Campaign

The awareness raising campaign and the social marketing shall include the use of all communication mediums ranging from broadcasting media to web based outlets. The firm shall design this communication program which is coherent and has sustainable themes and message with the necessary infrastructure. As the general objective of the campaign is sensitizing the target groups of the campaign about reintegration of returnees and enhancing the visibility of the agenda itself as well as to eradicate stigma and discrimination towards returnees. It is obvious that the campaign itself should achieve its own visibility. In order to do so, the campaign facilitators are expected to design the visual representation of it and well aligned use of campaign themes, voices, talent, music, pictures etc. that can reinforce the overall campaign objectives. Therefore, some of the essential components of this primary campaign cover:

Major activities of the campaign should include:

1. Branding works that include the development of visuals and slogans

2. A radio program aimed at creating awareness on the risk of irregular migration and eradicate stigma and discrimination towards returnees through education and entertainment technique. The Radio network used should have a nationwide coverage.

3. Social Media Campaign – create a link with the ILO website for the purpose of this campaign. The purpose of this media would be used to transmit messages concerning irregular migration and reintegration. Social media posts can be used to drive more targeted traffic. The consulting firm should develop content that promote safe and fair migration and reintegration on this website. The consulting firm will be in charge of communicating, engaging in the activity, and monitor the information flow. All contents will be reviewed and endorsed by ILO prior to posting.

4. Media briefing session to better engage media personalities in advancing awareness on the risk of irregular migration and eradicate stigma and discrimination towards returnees.

5. Sponsoring Mini Media in high school wherein a number of high school Mini Medias all over the country (especially in Amhara, Oromia and Tigray) should be identified and the consulting firm should support the mini media amateur journalists in developing their own contextual content that is aligned with the overall campaign themes and objectives. In addition, small circle discussions with the aim of providing space to distinguished group of people with recognizable common features, like the selected high school mini media operators. These circles would meet and engage in dialogue on how to promote the campaign objective. This small circle discussion will be arranged to equip mini media operators with demographically aligned contents with the socio psychological imperatives of adolescence to generate contents well aligned with the overall objectives of the campaign.

6. National story competition – story competition on the topic of reintegration and irregular migration will be arranged. The story could be in the form of short essay, poem or photo. Experienced script writers and camera men are going to be invited through mass media. Best story will be awarded and get media coverage on the radio program.

7. A workshop where research papers will be presented and the media people will be encouraged to cover issues related with migration including reintegration. Selected papers will also be published on the monthly newspaper article that is going to be hosted in the future.

8. Radio infomercials wherein this package will focus on powerful elements that are believed to advance cause marketing by many event marketing scholars across the globe. A 3-5 minutes individual story, testimonials, endorsements by different personalities and group could help the cause considerably.

9. A TV program that aim at creating awareness on the risk of irregular migration and eradicate stigma and discrimination towards returnees

10. Info graphics providing data and relevant information on ILOs’ engagement in supporting returnees social and economic reintegration as well current ongoing initiatives in promoting fair and safe migration, short story telling, headlines, research papers and other relevant awareness raising materials would be published on a reputable newspaper on a monthly basis.

11. Engage an influencer like a goodwill ambassador who can create awareness on the risk of irregular migration and eradicate stigma and discrimination towards returnees

Deliverables

· An Inception report that will include a detailed inception report explaining his/her understanding of the ToR, key resources/materials to be used and detailed work plan within one week following the signing of the agreement.

· Compile and review relevant information related to the subject matter.

· A copy of the full audio visual documentation containing all materials developed for the campaign

· Present concept notes for the implementation of activities and all promotional materials in advance (brochures, storylines, scripts, and agreements made with Radio and Television broadcasters etc) for ILO labour migration program team to discuss and agree;

· A final report including the number of beneficiaries reached through this campaign.

Target Group

The target audience of the social marketing and awareness raising campaign will be returnees, potential migrants, families of potential migrants and returnees and the wider community.

Duration

The duration of the consultancy is for one year, starting as of 1 November, 2017 to 31 October, 2018.

Qualification and competence

· The lead researcher or leader of the team will need to have a post graduate Degree in communication or another relevant field, with 5 years’ experience in the field.

· Expertise and experience in leading branding and campaigning

· Good drafting skills, ability to communicate effectively both orally and in writing, ability to clarify information, good computer application skills, good organizational skills

· Excellent working relationship with the government

· Own a relatively large and variety of media outlets

· Knowledge of the subject matter

· Keen interest in making an impact in the area

· Understanding and reach of target market

[1] ILO (2017). Socio-economic assessment in four regions and Addis Ababa city Administration.

[2] MoFA Diaspora Policy

[3] UNICEF (2015). Ethiopia migration profile.

[4] UNDESA (2016). International migration report 2015. New York; United Nations

[5] MOLSA. Annual Report

[6] RMMS (2014). Blinded by hope: Knowledge, attitudes and practices of Ethiopian migrants.

Interested applicants should submit their letter of application, CV, copy of credentials, a detailed technical and financial proposal and other supporting documents that show previous work experience, technical and financial proposal to Aida Awel at aida@ilo.org and hard copy to the following address:

The Administrative Assistant (Migration),

Country Office for Djibouti, Ethiopia, Sudan, South Sudan & Somalia

International Labour Office

PO Box 2788

ECA - Addis Ababa

Only short-listed candidates will be communicated :0cm;