ThaiNGO

Save the Children is the world's leading independent organisation for children. We work in 120 countries. We save children's lives; we fight for their rights; we help them fulfil their potential.

We are looking for a consultant at our Thailand Country Office (Bangkok) for the evaluation of the media component of our 7% Project. 

Project background:

In late 2013, with support of the FIA Foundation and the global Make Roads Safe campaign, Save the Children and partner Asian Injury Prevention Foundation (AIP) embarked on an 8-month research and design phase, to address the question: How can we increase children’s helmet wearing in Thailand? As a result of this phase, the organizations developed “The 7% Project,” (http://www.7-percent.org/), aiming to save 2000 children’s lives and prevent 50,000 from head injury by 2017. The project involves four core elements:

1. Increasing enforcement

2. Changing children’s behaviour through peer influence in schools

3. Campaigning and advocacy at both Bangkok and national levels

4. “Making helmets cool” by providing children opportunities to customize their helmets

An official launch of the project took place in November 2014 to mobilise public support – the launch showcased “Crayon Pop,” a popular Korean band that always performs wearing helmets, as well as a number of Thai celebrities. This was followed by a media campaign and public service announcements promoting helmet wearing, as well as an online pledge drive. Save the Children has developed behavioural influence toolkits for corporate partners and schools, which provide facilitation guides to influence children to wear helmets – these have been piloted in May 2015 in six Bangkok schools. Helmet decoration workshops have also been organized in partnership with the Marriott, with participating students promising to wear their new helmets.

This year, Save the Children is introducing the Helmet Heroes campaign, an overarching media campaign that includes messaging, logo and mascot, online advocacy, plus a social media and traditional media activity plan. The Helmet Hero campaign builds on the School Helmet Ambassador concept, which was successfully conducted in six pilot schools and will be extended to 100 schools, in which School Helmets Ambassadors were selected among students and trained to launch helmet safety and awareness-raising activities within their schools. As part of the Helmet Hero media campaign, we are asking people to nominate their friends, classmates, teachers, motorcycle taxi drivers, or anyone who they feel has contributed to influencing others to wear helmets. We will also invite celebrities and people with high reach, e.g. bloggers and vloggers, to nominate their Helmet Heroes. An online competition will be launched to elect the best Helmet Hero, and a series of viral ad videos will be produced and broadcasted online via a YouTube channel and social media, and offline with the airing of ads in the Bangkok underground (MRT) and skytrain (BTS) stations. A field team deployed by Save the Children will visit schools, motorcycle stands, companies and businesses to identify Helmet Heroes, and an award ceremony as well as a press event will be organized to announce winners.

Timeline of the campaign:  16 October – 28 November 2015

Pre-viral Launch

 - Build Up activities – teasers/behind the scenes footage etc...

October 16 - launch (Blessing viral)

 - BTS & MRT

 - Website

 - Social Media

 - Partners and Influencers channels

October 26 (Blessing viral + Everyday Heroes)

            Online marketing news portals

            Blogging Community

November 2 Mainstream Media Launch

            Traditional Media

November 9 Offline Activation on BTS station

November 15 Announce most voted story and build up to Award Ceremony Event

November 28 Award Ceremony Event

Overall objective of the evaluation:

To assess the impact of the media campaign and identify key achievements, good practices and lessons learned.

Consultant’s scope of work:

1. Evaluate the impact of the online campaign (vloggers, bloggers and celebrities’ involvement, participation in the competition)

2. Evaluate the impact and efficiency of the ads aired in the underground and skytrain stations

    a) What did people remember from the ads?

    b) Do they like the ads? (Rating 1-5) Why?

    c) How many times they have seen the ads in the past week?  Where?

    d) What do they think are the key messages conveyed by the ads?

    e) Have they done anything in relation to the key messages? Or Do they intend to do anything about it?

3. Evaluate the impact on people’s awareness and potential of behaviour change of the helmet hero campaign and contest and press event

4. Relevant DAC (Development Assistance Committee of the Organisation for Economic Co-operation and Development) evaluation criteria: Effectiveness, efficiency, relevance, impact and sustainability of the campaign

5. Recommendations from the findings in order to increase the impact of the media campaign to change people’s knowledge, attitude and practice on children’s helmet wearing 

Required skills and experience:

The consultant will need excellent knowledge of monitoring and evaluation in theory and practice, thematic expertise on media/communications is desirable.

 - Demonstrable experience of producing high-quality, credible evaluations (examples required)

 - Familiarity with different evaluation designs and methodologies

 - Demonstrable experience of working with/evaluating development work

 - Experience of working in, or assessing communications/media projects

 - Ability to write concise, readable and analytical reports

 - Excellent writing and verbal communication skills in English (Thai language is a plus)

 - Relevant skills and knowledge on project thematic areas

Contract length:

30 working days during 1 November -15 December 2015, subject to the requirements and agreements with Save the Children.

Reporting Line: The consultant will report to SC MEAL Coordinator

Deliverables

- Evaluation plan and budget proposal

- Draft Report and review

- Preliminary Findings Presentation to SC and implementing partners

- Final Evaluation Report

    - The report should be no more than 30 pages (appendices not included), clearly written in English

    - The evaluation report should consist of the following:

         - Executive summary not more than 3 pages.

         - Main text, to include index, project background, methodology, commentary and analysis addressing evaluation purpose and outputs 

         - Appendices, to include terms of reference, maps of target areas, bibliography, list of acronyms

         - All materials collected in the undertaking of the evaluation process should be lodged with the MEAL Coordinator prior to the termination of the contract.

Consultancy Fee

The consultant is asked to propose the budget including fee and costs for the research.

The financial competitiveness of the fee will be considered in the selection process.

Costs involved in the research, such as materials, travel, translation or any other assistance   required should be built into the proposed budget with a clear breakdown of all costs.

Submissions for the consultancy

The consultant is expected to propose an appropriate evaluation design, timeframe and daily fee.  The submission must address the terms of reference and include:

Name and contact details of the candidate

The resume of the candidate

Experience/ capability of the candidate

A cover letter explaining the candidate’s interest and suitability

A plan for evaluation implementation with detailed of schedule and proposed budget (Consultant fee and all proposed expenses including in country travel, accommodations, etc.)

Ethical issues

Every data gathering exercise involving children and vulnerable communities is theme or context specific therefore you must review all ethical considerations before undertaking a new activity.

Whenever we conduct research on people, the well-being of research participants must be our top priority. The research question is always of secondary importance. This means that if a choice must be made between doing harm to a participant and doing harm to the research, it is the research that is sacrificed.

In some cases you may decide that you cannot proceed with a monitoring and evaluation activity because of ethical issues.  In this case you may need to re-design the activity or cancel it altogether if an ethical solution cannot be found.

Close date for submissions:

Please send your proposal, CV with the quotation by 26 October 2015, to Jaem, HR & Admin Manager at jaem.prachoommark@savethechildren.org

Please indicate in the subject as “Apply for Media Campaign Evaluation (Name of candidate)”

Only shortlisted candidates will be notified.

 “We need to keep children safe so our selection process reflects our commitment to the protection of children from abuse.”