Dear Sir/Madam,
UNFPA hereby solicits a quotation for the following service: Production of educational videos/printing materials for fathers within 4 Hands Happiness project.
UNFPA requires the provision of video/photo production aimed at changing attitude to social norms in the Ukrainian society promoting responsible fatherhood.
This Request for Quotation is open to all legally-constituted companies that can provide the requested services and have legal capacity to perform in Ukraine, or through an authorized representative.
Terms of Reference (ToR)
Background and programme description
Ukrainian society remains far from achieving the standard of gender equality in almost all spheres of life: according to the international gender gap index value, Ukraine is ranked as 69 out of 145 countries. Over 60% of marriages end up with divorce in particular due to unequal distribution of chores in the family, as women spend 4 times more time on household duties. Over than 40% of men in Ukraine believe that a woman should leave her paid work in order to spend more time with her family. Only 4% of those who take paternity leave are men. Though, 80% of older men regret that did not devote sufficient time to their children and lost the emotional connection with them.
UNFPA project “4 Hands Happiness” aims at promoting responsible fatherhood, equal distribution of chores in the family and paternity leaves. It started with an awareness raising campaign conducted jointly with the Ministry of Social Policy of Ukraine in 2015. The videos and visuals developed within the campaign have been broadcasted on Ukrainian national television, outdoor advertisement (billboards, city lights and posters) all over Ukraine. “4 Hands Happiness” Facebook page as well as project’s web-site http://zags.org.ua/ https://www.facebook.com/zags.org.ua/?ref=bookmarks have continued its activity. Based on the results of focus groups with fathers, videos were identifies as the most appropriate and friendly way of communicating with the audience and translating useful information.
Scope of work
The selected provider will be expected to product the series of educational videos for fathers.
To achieve the results set out by this TOR the selected service provider should also review the similar videos produced in other countries. The developed concept of videos should be in line with values of “4 Hands Happiness” project, with a special focus on the role of men in family planning and child upbringing.
The made series of short videos should deliver the right messages in the appropriate trustful way and give practical tips. All videos should be made in the same style. Preferences of the target audience should be taken into account, right insights have to be found.
Target Audience
Fathers and prospective fathers (18 – 40 yrs).
All regions of Ukraine.
Purpose
The purpose is to equip men with practical tips and knowledge on how to be a responsible and supportive father in order to achieve the following objectives:
- increased uptake of paternity leave among men
- men should know how support women during pregnancy, delivery and after birth period;
- fathers should know how to maintain emotional contact with a child and react to certain age crises;
- men share chores more equally.
Deliverables
To produce a series of 6 (six) short and shareable digital videos. Such documents should be developed:
- Concept of the video series;
- Scenarios;
- Production plan;
- Readymade videos (approximately 5 min for each) with source files in three versions (no subtitles/Ukrainian subtitles/English subtitles).
- A series of printed promotional materials (3 ideas) in one visual style from the video (e.g. captured still frame with a slogan).
The topics to be covered in the educational videos should include but not limited to:
- Family planning, partner delivery and afterbirth support
- Tips for dads during paternity leave
- Non-violent communication in the family and psychological aspects of fatherhood
- Sexual education
- Kids first aid
- Career choice talks with kids
It is essential to ensure the expert’s involvement per the respective subject area and stories of real fathers (to be negotiated with UNFPA Program Officer). Any creative ideas falling within the scope of these terms of reference are most welcome. The draft materials must be agreed with the UNFPA prior to final submission. The developed videos will be disseminated through digital means of communication including UNFPA webpage and YouTube, 4HH webpage and FB as well as of our partners.
Read the document attached for more details.