Terms of Reference for Development of a Public Service Announcement (PSA) Video

Center for Dalit Women Nepal

Terms of Reference for Development of a Public Service Announcement (PSA) Video

1. Background

Caste-based discrimination, deeply rooted in social norms and harmful traditional practices, continues to marginalize vulnerable groups, particularly in the Madhesh region. Victims of caste-based discrimination face significant barriers, not only legally but also due to societal pressures that reinforce these harmful practices. In this case, a woman courageously challenged the status quo by filing a case against five individuals who discriminated against her. The police investigated the matter, the perpetrators were punished, and justice was served, highlighting that change is possible through legal channels. However, addressing caste-based discrimination also requires shifting harmful social norms that perpetuate exclusion and abuse.

Center for Dalit Women Nepal (CDWN) and Nepal Dalit Sewa Samaj is jointly implementing a project entitled “Pathways from Trauma to Empowerment-Fostering Social Norms Change through Storytelling and Collective Mobilization (Hamro Sahakarya)” in six local Government Units (LGUs) of Bagmati (Banepa Municipality and Mahabharat Rural Municipality) and Madesh Province (Barahathawa, Malangwa, Haripurwa Municipality, and Bhramhapuri Rural Municipality. The project is funded and supported by UN Women and Government of Finland. The overall goal of this project is to enhance collective leadership and socio- economic opportunities for the women and excluded groups to respond to post COVID-19 impact and tackle structural gender inequalities. In this context, CDWN together with consortium partners, is planning to produce a Public Service Announcement (PSA) video on caste-based discrimination with the aim to raising awareness, and providing information to drive social change among target groups and stakeholders. Hence, this is a call for technical and financial proposals from interested consultancy firms to develop 3 PSA videos on harmful social norms and gender discrimination in Nepali communities focusing marginalized communities.

This PSA is designed to create awareness around not only the legal aspects of discrimination but also the underlying social norms that allow such practices to continue. The video will aim to empower victims to come forward, challenge harmful practices, and showcase how legal protections can be a catalyst for change in society.

2. Objective: The main objective of this assignment is to develop a PSA videos are as follows:

• Raise Awareness: Highlight the legal framework available to victims of caste-based discrimination and demonstrate the steps involved in seeking justice.
• Challenge Social Norms: Address the harmful societal norms that perpetuate caste-based discrimination and exclusion, encouraging communities to adopt inclusive and equitable behaviors.
• Promote Legal Redress: Encourage individuals, particularly women and marginalized groups, to seek justice through formal legal channels.
• Support Behavioral Change: Present positive stories of justice being served, showing how social norms can be changed through legal accountability and community action.

One Liner of the PSA: (This is one of the script.)

A woman who was discriminated based on her caste, filed a case against five individuals (community members) at Police Station. The police department investigated the case, identified and punished the perpetrators, and imprisoned them according to Law.

3. Scope of Work

The selected consultancy firm will be responsible for the following tasks: 

1. Concept development: Develop a 2-minute PSA video in focused with Bagmati region, and Madhesh region, incorporating both the provided scenario of legal justice and broader messages addressing harmful social norms such as menstruation, practices related to caste-based discrimination, Gender inequality, etc. 
2. Video Format: The PSA video can either feature real-life scenarios and people or be animated. However, video must should reflect the cultural context of the Malangwa Municipality, Haripurwa, Municipality, Brahmapuri, Barathwa Rural Municipality of Sarlahi, Banepa Municipality and Mahabharat Rural Municipality of Kavre, and resonate with local communities, particularly those vulnerable females, adolescents, children. The video should be in Madhesh local language with Nepali subtitle. Sign language interpreter is preferred for social inclusion. 
3. Community Sensitivity: Consultancy firm should ensure that the content of the video is sensitive to the local culture while clearly communicating the need to change and stop harmful traditional practices.
4. Location Scouting & Filming: Consultancy firm will be to identify a appropriate shooting locations within the Project areas, or use their own studio/sets that visually represent the community. 
5. Draft Submission & Review: Submit a draft of the PSA video to the CDWN (Caste Discrimination Watch Network) team for review and feedback.
6. Final Video Submission: Provide the final PSA video, ensuring it includes Nepali subtitles and sign language interpretation.

4. Deliverables

a. A draft version of the PSA video, shared with the CDWN team for review, focusing on both legal redress and the need to change harmful social norms.

b. A final 2-minute PSA videos with: 

• Nepali subtitles.
• Sign language interpretation.
• Strong messaging on challenging harmful social norms and practices, encouraging victims to seek justice

5. Key Messages to Address

The PSA should cover the following themes:

• Legal Redress: Victims of caste-based discrimination can file cases, and perpetrators will face justice. The legal system can be trusted to protect marginalized individuals.
• Changing Harmful Social Norms: Society must move away from practices that perpetuate discrimination and exclusion, embracing values of equality and respect.
• Empowerment: Women and marginalized groups should feel empowered to speak out against discrimination and seek justice without fear of stigma or retribution.
• Community Responsibility: The video should also call on community leaders, families, and individuals to reject harmful practices and support those who seek justice.

6. Qualifications of the Consultancy Firm

• Proven experience in developing impactful PSA videos on social issues, particularly around caste-based discrimination and harmful practices.
• Familiarity with the cultural context of the Madhesh region and the social norms around caste and gender.
• Expertise in video production, animation, and editing with a focus on behavior change communication (BCC).
• Ability to integrate multiple languages and sign language interpretation into video content.
• Consultancy firms must be registered with the VAT bill.

7. Budget

The consultancy firm should submit a detailed financial proposal, including all costs related to location scouting, filming, post-production, and any other associated costs. For both forms of PSA videos.

8. Evaluation Criteria

Proposals will be evaluated based on the following criteria:

• Relevance and quality of previous work.
• Understanding of the project’s objectives, including legal and social aspects.
• Creativity in concept development.
• Cost-effectiveness of the financial proposal.

9. Application Process

Interested firms are requested to submit the following:

• A detailed technical proposal, including a concept for the video, proposed methodology, and a production timeline.
• A financial proposal outlining the budget.
• Samples of previous work on similar projects, particularly around challenging harmful social norms.

9. Submission Deadline

Qualified and interested consultancy firms are requested to submit technical and financial proposals along with sample work by 27 October 2024. Additionally, legal documents of the company and CV's of the production team members also needed to be submitted. Applicants are requested to send an email to cdwn2021@gmail.com with the subject line "Technical and Financial Proposal for PSA Video Development".

10. Contact Information

For any inquiries or clarifications, please contact:

Name: Arun Roy

Title: IT Department

Phone: 9803236991