Oxfam: ToR for Edutainment Expert

Open Call

Terms of Reference (ToR) for consultancy services: Edutainment Expert

Deadline: February 13th , 2017.

Oxfam is seeking to recruit an Edutainment Expert (Expert is a term used herein to describe the type of consultancy services we seek, applicable to a company, I/NGO or individuals). The Expert is to mentor, support and contribute to the implementation of an Edutainment series for youth. The series aims to contribute to promoting and strengthening the identity of Palestinian youth in East Jerusalem.

1. Summary

Oxfam’s vision is a just world without poverty, in which people can influence the decisions that affect their lives, enjoy their rights, and assume their responsibilities as full citizens of a world where all human beings are valued and treated equally.

Wujood is an Arabic term meaning existence and presence. The term is a depiction of the resilience of Palestinian communities in East Jerusalem who are struggling to claim their right to live in their city and preserve their identity. Wujood is phase II of the East Jerusalem program funded by the EU and co-financed by Oxfam. The program started in May 2016 and will be running for 3 years, ending in April 2019. It is a multi-sectoral program and is implemented by 4 Palestinian partner organizations who are working with members of the community to strengthen: women’s rights, emergency preparedness and response, economic empowerment for women, and youth identity. Program activities are taking place in some of East Jerusalem’s most vulnerable communities including Silwan, the Old City, Sur Baher, Esawiyyeh, and Al- Tur. Implementing partners include: the Women’s Centre for Legal Aid and Counselling (WCLAC), the Palestinian Medical Relief Society (PMRS), and the Palestinian Counselling Centre (PCC), and the Palestinian Agriculture Development Association (PARC).

Palestinian youth living in East Jerusalem; like other youth around the world; have the right to freedom and to live in dignity. Youth living in an occupied and fragmented city such as East Jerusalem brings particular challenges to their lives that limit hope and chances for development. The poor economy, minimal social services and educational facilities, scarce job opportunities, controlled access to the rest of the OPT, in addition to constant subjection to occupying military forces, settler violence, child arrests, home demolitions and forced displacement, amongst a myriad of discriminatory policies creates psychological and mental disorders that lead to unhealthy and self-destructive behaviour. Additional social constraints due to a patriarchal society lead to Palestinians being susceptible to extreme levels of anxiety, stress, and depression, and often result in mood disorders, panic, compulsion, somatisation and behaviour disorders directly affecting productivity levels and sound 

identity formation of youth. Likewise the lack of a strong and unified leadership contributes to identity crisis and creates a gap in society.

Edutainment Education or learning through entertainment is an old practice used throughout civilizations through legends, folklore, music, fables, fairy tales, and social arts. Edutainment is a strategic and calculated approach that harnesses communication technology to combine education and entertainment. It taps into mass media (television, radio, the Internet, etc.) and the dramatic role it plays in improving access to information,
influencing societies’ behavior, and forming youth identity. Internet penetration in the OPT is 57.7%1 , whereas 41% of young people believe that social media has provided them with good space for expressing their opinions2.

Oxfam’s approach combines mass communication of positive and locally-specific content with community mobilization. Through the implementation of various Edutainment programs in 11 countries, and conducting a study evaluating the impact of edutainment on attitudes and behaviors on gender related issues, especially GBV and VAWG, in the MENA region including the OPT, Oxfam found edutainment to be a proven successful strategy as a means to communicate with youth, to challenge their way of thinking, offer alternative solutions, and influence cultural norms.

Oxfam is building on its experience in implementing a one-year Edutainment program in the West Bank and Gaza which focused on challenging societal attitudes supporting and condoning violence against women and girls (VAWG). Likewise we are taking inspiration from other successful edutainment programs implemented by Oxfam in Egypt, Tunisia, Nicaragua, and Bangladesh.

Edutainment series

A series targeting young men and women of ages 15 to 25 in East Jerusalem is to be produced by Oxfam and a Production Service Provider, yet to be selected, with support from partner organizations including the Palestinian Counselling Centre (PCC). The PCC and their psychosocial specialists have vast experience with youth at this critical age. Alongside the Edutainment component, the PCC will be working with youth groups to empower them in building their resilience and develop healthy identity concepts.

The consultant, referred to here as the Edutainment Expert, is to work closely with Oxfam to support the process of creating the series throughout all stages as described below. The series of 30 episodes of 12 minutes each aims to encourage youth to express themselves in a positive manner, to develop healthy identity concepts, and improve their attitudes towards addressing the issues and problems they face. The series is to use drama and humor, depicting the true reality of the lives of youth in East Jerusalem.

Oxfam is managing all phases of the series throughout the next 2.5 years including research, planning, creation of key messages and storyline, production, promotion, broadcast,
monitoring, evaluation, and learning (MEAL), as described below:


Internet Live Stats. (2015).  Online document available at:Internetlivestats.com.
Karzoun, Saed, Communication & Social Media & Advocacy, presentation 

Formative Research & planning phase
Oxfam and our 4 Palestinian partners conducted preliminary formative research and focus group consultations with youth to identify themes including key issues and challenges faced by youth which can be feasibly and strategically addressed throughout the series. Three key themes were identified:

1. Gender based violence and discrimination
2. Social norms, relations, and behavior
3. Education and the economy

Based on the results of the formative research additional consultations with other key stakeholders will take place to further explore how these themes will be addressed and how positive solutions are to be presented. Oxfam will provide the Production Service Provider and Edutainment Expert with content that elaborates on the 3 main themes, which will be the basis for the main messages, the series’ fictional characters, storyline and scripts.

The Edutainment Expert will provide guidance to Oxfam to ensure that the content is interpreted and incorporated in a pragmatic manner and that key messages are clear and effective. The Edutainment Expert will also provide recommendations on how to address the themes as a preliminary stage, before the workshop described below takes place.

Edutainment 101 Workshop

A 4 day workshop is to be planned with the Edutainment Expert in March 2017 with the participation of the selected Production Service Provider, Oxfam, and partner organizations. Oxfam proposes the workshop to include a presentation by the Edutainment Expert, followed by 4 sessions which include brainstorming and group exercises. The workshop agenda will be refined with Oxfam and the Expert once the contract has been signed.

Introduction: The Expert provides Edutainment guidelines and illustrates the depth of influence of Edutainment through providing an overview on the basics of Edutainment, concrete examples of edutainment projects implemented elsewhere, lessons-learnt and best practices.

Session One: Participants to review the Conceptual Framework produced by Oxfam, and other previously established theories of change, to develop the Theory of Change which can best address the 3 selected themes of the series, and identify how positive attitudes will be addressed and later evaluated. The Theory of Change will guide the drafting of the storyline and scripts.

Session Two: Conduct a Risk Analysis and Mitigation session, to be facilitated by Oxfam with support of the Edutainment Expert, where workshop participants will collectively identify risks, threats and preventative solutions. This is in line with Oxfam’s mandate of Do No Harm, which aims to ensure that steps are taken during the planning and implementation process to avoid any potential harm to audiences, target groups, and all those involved in the production of the series. 

Sessions three and four: The Edutainment Expert will then facilitate the creation of Key Messages, and inception of the Story Line and the Fictional Characters. Each episode is to contain one or two messages maximum, ensuring episodes are focused. At this stage the information collected by Oxfam and partners during the formative research will be shared and interpreted during the workshop to inspire the creation of the aforementioned.

Following the workshop Oxfam, with input from the Edutainment Expert, will finalize the two consensus documents including Key Messages document, and the Risk Analysis and Mitigation plan, which will be shared with the Production Service Provider and all those involved. The Expert is required to submit a workshop report including recommendations, especially addressing any issues and challenges which may be brought up during the workshop.

Pre-production and production phase

Once the theory of change is selected, the role of the Production Service Provider will come into play in drafting and submitting a description of the fictional characters, and the storyline for the series in March 2017. Oxfam and the Edutainment Expert will review these submissions and will provide feedback to the Production Service Provider for revision. Support from the Expert is critical at this stage to ensure that the storyline and characters are realistic, relatable and evoke emotion, while able to reflect key messages clearly. Once fictional characters and storyline are finalized and approved by Oxfam in April 2017, the drafting of the scripts may commence as well as scouting for talents and actors.

The storyline is to include women characters as well as men, ensuring gender equality and fairness, and challenging gender roles and stereotypes. Likewise the fictional characters in the storyline are to embody youth characters that are close to reality as much as possible, to be relatable and reflect the needs of target audiences, while avoiding over dramatization. A balance of education and entertainment is to be maintained in the storyline, avoiding overuse of dry information and over-lecturing. Creativity, humor, drama and fun are as important as the main messages and themes being addressed.

The scripts A total of 30 scripts are to be drafted and submitted to Oxfam (in English) for review, with support and feedback from the Edutainment Expert. The scripts are to be submitted throughout the span of 6 months, 5 scripts at the beginning of each month, starting in May 2017 and ending in October 2017. Oxfam is to request feedback from the Edutainment Expert on the scripts and to then request revisions from the Production Service Provider for resubmission of final scripts.

Testing the scripts Once the first scripts are finalized, Oxfam and partners will hold a focus group to test these scripts in May  2017. The role of the Edutainment Expert here is to contribute to the design of the questionnaire/tool used by Oxfam and partners. The Edutainment Expert is to provide input to Oxfam and partners once the methodology is formulated including the questionnaire for the focus group. The aim is to test the effectiveness and clarity of messaging and language, to examine if fictional characters are relatable, and to acquire other feedback necessary to guide the modification of the scripts. The results of the focus group will be shared with the Production Service Provider for potential modifications on the tested scripts and untested scripts as well. 

Filming is planned to commence in June 2017 after the first scripts are tested and finalized. The Production Service Provider is responsible for the filming including time management and quality control, while keeping Oxfam informed on a regular basis. Oxfam and relevant partners request to be present during filming; especially when critical and sensitive scenes are being shot.

Testing the first episodes This is to ensure that youth will be attracted to watch and enjoy the series, likewise to ensure that messaging and content are clear and comprehendible. The first 2 episodes will be tested amongst a group of youth. Oxfam and partners, with input from the Edutainment Expert, will formalize a questionnaire/tool to conduct the focus group in July  2017. The results of the focus group will be shared with the Production Service Provider and the Edutainment Expert for potential modification on the tested episodes, and potentially on other scripts yet to be filmed. This tool will then be improved and adopted to test effectiveness of the series of viewer groups, mentioned below.

Post-production phase

Post-production including editing, color correcting, the inclusion of English subtitles, sound production and editing is to be initiated by the Production Service Provider throughout the filming process, as to maintain time efficiency. The Production Service Provider is to finalize episodes for submission of the 30 episodes to Oxfam no later than April 2018, allowing time for feedback from Oxfam and the Edutainment Expert. Following revisions the final
submission of the series to Oxfam is expected in May 2018.

Broadcast & promotion

Broadcasting of the series will be managed by Oxfam and is planned to take place between December  2018 and January  2019, following the completion of the viewer groups as mentioned below. The series will be published online to be made accessible and available for sharing. A promotion strategy will be developed by Oxfam, which the Edutainment Expert and the Production Service Provider will be requested to contribute ideas to.


Monitoring Evaluation and Learning (MEAL)
Testing series and measuring impact and attitude change

MEAL methodologies are utilized throughout the design and implementation of this edutainment component. As mentioned above youth were involved during the inception of the series through conducting 6 focus groups where youth expressed their concerns, emotions, goals, and needs, and suggested solutions; to be addressed throughout the series. As per previous description, youth will be engaged and consulted to test the first scripts and episodes, to ensure that the content of the series is resonating well with youth and to guide us in improving the series.

After the production of the series is complete Oxfam and partners are to collaborate with civil society organizations, youth clubs, schools, universities and other organizations to host viewer groups and discussions. Discussions will be facilitated with viewer groups, promoting 

discourse and self expression of youth on the 3 themes addressed by the series, and enabling us to evaluate the impact of the series on the attitudes of youth and their willingness to adopt positive changes and solutions addressed throughout the series.

In addition to the discussions Oxfam and partners are adopting a Randomized Control Trial methodology that collects information from youth who have watched the series, as well as youth who did not watch it. This will provide a clear correlation of attitude change as a direct result of watching the series. This methodology includes a baseline and endline survey, which will engage around 960 youth participants. The total amount of participants will be divided equally into 2 groups: A. control groups of 480 young women and men who do not watch the series before the survey is completed and B. viewer groups of 480 young women and men who watch the series and engage in discussions.

The survey tool will be designed in February 2018 in cooperation with Oxfam MEAL Experts and partners who have participated in survey development trainings. The Edutainment Expert will be asked to review the draft survey tool including questionnaire, to provide input and suggestions, ensuring that questions are sufficient in identifying the needed information to reflect participant’s views and attitudes.

A total of 8 field workers will then receive training with Oxfam in March 2018. The training will enable them to facilitate and document discussions as well as conduct the surveys. The baseline survey is to be conducted in April 2018 and the endline survey is scheduled for September 2018. This shall take place before the series is broadcast to the public, to avoid contamination of the control groups who do not take part in watching the series.

Additionally, a number of Stories of Change will be collected from viewer group participants to illustrate their experience and attitude change after watching the series, as well as any potential impact on indirect beneficiaries who may have engaged in discussion with those who watched the series. Collection of stories will take place before and after the endline survey is conducted, from August till  December  2018. The collected data will be consolidated, analyzed, and the results will be documented in a report to assess the effectives of the series on the desired results. After the collected stories are analyzed via software by Oxfam MEAL Experts, the Expert is to review the analysis report and to provide further analysis and to draw any new conclusions from the presented data and trends.

Mobilizing viewer groups To ensure commitment and motivation to attend and participate in viewer groups, a methodology to mobilize participants will be put into place. Oxfam will consult with partners, Community Based Organizations, and schools in developing a plan which they can follow while hosting and attracting participation of viewer groups. This could possibly include hosting side events such as competitions with incentives. Input from the Edutainment Expert is needed here in sharing proven successful methods which can be adopted in the plan. This is a crucial plan of action as participants of viewer groups are asked to join in watching the series and engaging in discussions after each viewing. Each of the 480 participants will be asked to watch the entire series of 30 episodes. We propose to conduct the viewer groups for the span of 3 months, starting in June and ending in August 2018. The 30 episodes can be divided into 6 viewings, at 5 episodes per viewing, totaling 60 minutes/1 hour of viewing in each session. To be followed by discussions of no less than 1 hour for each viewing. An alternative time plan may be identified after consultation with the Edutainment  Expert  to  ensure  maximum  effectiveness  of  the  viewer  groups. 
2. Key tasks and deliverables of the Edutainment Expert

Deliverable    Timing & Hours
of Work    Summary

Review summary of 3 themes, and relevant Edutainment Manuals provided by Oxfam.    February 2017

2 days    Review, and provide recommendations on the summary of the 3 themes- how issues can be feasibly addressed through edutainment. Other relevant project and Edutainment related documents will be
shared with the Expert for review.
Plan for Edutainment 101 workshop    February 2017

2 days    Coordinate with Oxfam in planning for the workshop, finalizing the agenda and preparing workshop exercises. Prepare workshop materials including
guidelines, manuals, presentations, etc to be circulated
during workshop.
Co-facilitate Edutainment
101 workshop    2nd week or 3rd
week February

4 days    Note: This is the only deliverable where the Expert is needed to be present in East Jerusalem. Other deliverables can take place remotely.
-Oxfam to present summary of 3 themes, and the
Edutainment Action Plan.
- Expert to present previous Edutainment projects
- Session 1- Development of theory of change
- Session 2 -Risk Analysis and mitigation
-Session 3- Key messages
-Session 4- Inception of storyline and fictional characters
Note: Applicants may add suggestions to workshop
Workshop report    Late February or early March

1 day    Following completion of workshop, Expert submits a workshop report summarizing outcomes and agreements of workshop, and any new recommendations to move forward with pre and post
Review the draft Risk and Mitigation plan and the Key Messages document.    March 2017

1 day    Oxfam will draft the risk and mitigation plan and request the expert to provide inputs prior to finalization and distribution of the plan. Likewise Oxfam will draft key messages initiated during the workshop. Expert will review the draft and provide
Feedback on storyline    April 2017

2 days    Once the storyline is submitted by the Production Service Provider, the Expert is to review and provide feedback to Oxfam. The edited storyline will then be
shared again for a final review.
Feedback on 30 scripts/scenarios    Monthly basis from May 2017 till Oct 2017


6 days total    Five scripts per month will be submitted to Oxfam while filming commences. Expert to review and provide feedback on a monthly basis on scripts to be filmed the following month. Feedback is needed on
scenario, language, messaging, character relationships, emotions, and to ensure overall quality of each
Input on testing first scripts
and on testing first    May 2017, July
2017 and August    Expert to provide input on the questionnaire/tool used
to test the written scripts with a focus group of youth,

produced episodes    2017


1 day    to be facilitated by Oxfam and partners. Once results are analyzed, the Expert is to review results and provide any recommendations and needed modifications on the scripts and overall storyline. Likewise expert to provide input on the questionnaire/tool used to test the fist 2 produced episodes via focus groups, facilitated by Oxfam and
Input on mobilization plan for viewer groups    September 2017

½ day    Expert to provide input and concrete methods to be adopted in the plan, to mobilize and ensure
commitment of viewer group participants.
Input on survey tool for viewer groups and control groups    February 2018

½ day    The survey tool will be developed with partners and Oxfam. It includes pre and post survey/questionnaires. The Expert is to provide feedback and recommendations on the survey tool including
questionnaire as it is being developed.
Feedback on filmed series    July 2017 till
May 2018

10 days    Production Service Provider is requested to submit episodes as soon as they are produced, allowing time for Oxfam and Expert to respond with feedback and any edits. The latest deadline for submission of all 30 episodes is April 2018, and the edited final submission is in May 2018. The Expert is needed to review and
provide feedback on the produced episodes as they are
being submitted throughout several months, providing concrete recommendations for editing and
Input on survey results analysis report and the stories of change report    October and
December 2018

1 day    Oxfam MEAL Experts to use software to analyze and present survey results. Results to be shared with
Expert to review analysis and draw any further analysis
and conclusions.
Deliver final consultancy report    March 2019

2 days    The Edutainment Expert will submit a final report summarizing the entire process throughout all phases,
including key lessons learnt and recommendations.

3. Timing
Oxfam will select the Edutainment Expert in February 2017 and will sign the contract, with a running duration between February 2017 until March 2019 (26 months) for a total of 33 working days, upon completion of the Edutainment Component and finalization of the final report.

4. Payment
A payment plan will be developed upon consultation and agreement with the selected Edutainment Expert prior to signing the service contract. Payment installments will be issued upon receipt of deliverables as agreed between Oxfam and the selected candidate and after submitting an official invoice (VAT or zero VAT invoice) and /or financial request.

5. Budget 

The maximum budgeted amount for the consultancy services on Edutainment is 18,155
EURO. The contract will be awarded to the administratively and technically compliant applicant that is the most economically advantageous, taking into account the quality of the services offered and the price of the financial application. Oxfam reserves the right to negotiate, accept or reject any or all proposals and quotations at its sole discretion and to pursue or act further on any responses it considers advantageous.

6. Service requirements

Individual consultants, private companies, and I/NGOs are eligible to apply, subject to the availability of official documents of registration in the country/state where located, as follows:

A. I/NGO’s are required to submit a certificate of their legal entity registration;
B. Companies registered under the Palestinian Authority (PA) are required to submit a zero VAT invoice;
C. Companies registered under the Israeli authorities are required to submit an official tax invoice;
D. International and local consultants must abide by the Israeli Tax Law in considering the Israeli income tax in their price offer, as 25% will be deducted from their payments for Internationals, and 30% for locals, to be paid directly to the Ministry of Finance (MoF) on their behalf.

•  At least 5 years of experience in the field of Edutainment and Communications for

•  Proven track record in managing Edutainment projects for youth and women;

•    Experience in developing and providing trainings, and facilitating groups for the development of theories of change for Edutainment;

•    Experience and demonstrated ability in developing realistic; relatable and emotional storylines and scripts for target audiences;

•    Ability to illustrate strong knowledge of edutainment programs produced locally and/or internationally;

•  Ability to illustrate strong knowledge of the context in OPT , particularly East

•  Ability to illustrate strong knowledge on the role of Digital Media on Youth Identity;

•  Strong English language skills, written and spoken;

•  Academic Degree in Social Development or Sociology, Anrothopology, and/or Social
Sciences is an asset. 

7. Applications
Interested parties must submit applications in a sealed envelope addressed to
Fadi Awad, delivered by latest 04:00 PM on February 13th, 2017 to the Oxfam office, at either address below:

- Jerusalem Office: Open Monday to Friday
Address: 10 Shajaret Al Dor, Beit Hanina. P.O Box 49739, Jerusalem 91491

- Ramallah Office: Open Sunday to Thursday
Address: Business Centre Building, 1st floor. Al Irsal Street, above Oud Café

- Mail courier: P.O Box 49739- 91491 Jerusalem

For further directions please contact Oxfam office at +972 2541 8700.

Applicants are to include the below list. Missing information may disqualify applicants.

•    A letter of interest summarizing why you and/or your company/NGO is the right fit for this consultancy and how you are capable of meeting the abovementioned service requirements;

•  CV and portfolio comprising samples of work;

•    A proposed work and time plan demonstrating skills in delivering the above- mentioned service requirements. The selected Edutainment Expert may be requested to adjust the work plan for resubmission after the contract is signed;

•    A detailed budget for the consultancy, including taxes if applicable. Budget to include all costs such as travel expenses, accommodation, needed materials. Oxfam will not cover any additional costs.

•  Registration  information  as  described  in  point  6.  Service  Requirements;

•  Contact information for 3 references.



Deadline for submission: Latest by 04:00 PM Palestinian time on February 13th , 2017.

For inquires and clarifications please contact Fadi Awad, Finance Officer at fadi.awad@oxfamnovib.nl.