Terms of Reference

FOR DCES Branding and Marketing

Advert published date: 20 February 2021
Application deadline: 26 February 2021
Second advert published date: 
Application deadline date: 5th March 2021

The Joint Consortium of The Leprosy Mission Nepal (TLMN), National Federation of Disabled Nepal (NFDN), and the Federation of Nepalese Chambers of Commerce and Industries (FNCCI) is jointly implementing a project “Fuelling Opportunities to End Unemployment for Nepalese with Disabilities” in short FOUND, dedicated to increasing the access of persons with disabilities to employment and decent work in Nepal. As a crucial part of the project, the FOUND project wants to market Disability Confident Employer Schemes (DCES) brand through various mediums including print and online media, TV, Radio, FM, Mascot, etc. dedicated to private sectors who have hired or would hire people with disabilities in their businesses. In this course, the FOUND project is seeking consultancy service from renowned and qualified Marketing, Branding, Content and Digital Media Consultants of Nepal. We request the eligible company to submit their proposal including a financial proposal and detailed action plan with timelines under the conditions and scope of the following Terms of Reference (TOR).

Background
Digital engagement plays an important role in FOUND Project’s contribution toward progress towards the Global Goal 8 target 8.5: Full and productive employment and decent work for all women and men, including for young people and persons with disabilities, and equal pay for work of equal value. The use of digital media platforms helps position the FOUND project (the consortium partners) in five districts – Kathmandu, Lalitpur, Morang, Kapilvastu, and Rupandehi as a knowledge leader, expands outreach and broaden the attention of relevant stakeholders around the people with disability who are competent and willing to grasp employment opportunity to break the misconception that they cannot do productive employment.
Effective use of digital channels for communication of DCES key messages, through relevant content, experience and dialogue, allow individuals and businesses to connect directly with people with disability or groups, as well as brands and organizations, thus creating valuable relationships with both online and offline supporters.

Introduction of DCES
Originally introduced by UK government, DCES is adapted in FOUND project to initiate a movement of change, encouraging employers to think differently about disability and take action to improve how they recruit, retain, and develop people with disability. The concept was originally developed by employers and disabled people’s representatives to make it rigorous but easily accessible, particularly for smaller businesses.
In Nepal, the concept of DCES has been crucial in recent days as a large no. of employers are now familiar with the global evolving attention toward the inclusive workplace. Many large businesses and corporate sectors have started to hire people with disabilities at their workplaces. Despite some efforts, fostering an inclusive workplace culture among a large group of employers is yet a challenge. It is a bitter fact that instead of acknowledging qualified people with disability in all viable positions, few inclusive employers too have envisioned just a few selective positions appropriate for people with disability.
Although large scale private and corporate sector has understood the concept of inclusion in the workplace, the practice has been minimal. The medium and small level businesses are reluctant with the concept due to the lack of awareness. The deep-rooted stereotype of employers toward people with disability clearly explains that they are not aware of the skill set possessed by people with disability who can equally compete and create deserving space at offices in various positions if provided with reasonable accommodation and a welcoming attitude at the workplace.

Why does this matter?
One billion people, or 15% of the world’s population, experience some form of disability. In the context of Nepal, the National Census 2011 conducted by GoN reported that 1.94% of the total population of Nepal is living with some kind of disabilities, whereas the National living standard survey report (NLSS) 2011 has claimed it to be 3.6%. However, both figures are quite low as compared to the 15% disability prevalence rate claimed by the WHO and World Bank in the World Report on Disability (2011). While there is a large no. of people experiencing disability, the factors such as discrimination, employment opportunities, infrastructural accessibility issues have forced people with disability to remain deprived of opportunities to grow into independent individuals.
The project aims to ensure that through the DCES concept, the employer’s movement is ignited so that employers could understand the skills possessed by people with disability, include this pool of talent into the work culture so that they can serve diverse clients and communities. Being Disability Confident will provide employers with a unique opportunity to lead the concept of recruiting diversity at the workplace and might just discover someone your business can’t do without.
The inclusion at the workplace is the responsibility of all businesses and private sector firms. Even a small contribution toward inclusion will inspire people with disability to increase their confidence to apply for formal jobs and feel empowered within, among family members, friends, and the community at large.
The common attitude of disability confident employers is that they have an inspiring mindset, they are problem solvers and optimistic thinkers. They are open to all the possibilities and tend to consciously observe and feel that one group of people are incessantly negated by another group of people for ages. The disability confident employers take initiative to transform the self-absorbed and inconsiderate attitude of society by giving access to people with disability into their workplace with full dignity and respect. Hence, the scheme immensely matters to the FOUND project as it has identified that numerous business owners and employers are willing to transform the age-long stereotypical belief about people with disability that they acquire no skills and are no good for economic contribution.

What does it look like to be a disability confident organization?
A disability confident organization are classified into three levels

Level 1: Disability Confident Committed
1. Sensitized on an inclusive workplace
2. Know employment law related to persons with disabilities
3. Understands what reasonable accommodation is

Level 2: Disability Confident Employer
1. Offering an interview to people with disability
2. Short term work trials, traineeship, On-the-job, internship, student placements Task and time-based job opportunity
3. Reasonable accommodation at the workplace or work from home opportunity to ease accessibility issues

Level 3: Disability Confident Leader
1. Provide testimony, best practices, success stories in the appropriate forum about people with disability at the workplace
2. Encouraging workers with disabilities and other employees to identify barriers
3. Encourage suppliers and partner firms to be Disability Confident

 DCES committee

FOUND project has formed the DCES committees at the national and provincial level which will regulate DCES and provide independent, expert scientific advice to employers and consortia members by responding to specific questions in terms of methodology, interpretation of risks and opportunities, value for money, and promotion of the scheme. While the national committee is focused on the efficient implementation of the DCES scheme at the province level, the provincial committees comprised of technical experts will focus on increasing the visibility of the DCES and engage a wide range of employers in the scheme.

Purpose and objectives of DCES consultancy:
Under the guidance and supervision of the Project Director, the consultant will assist FOUND Project’s DCES Scheme in (1) Designing and production of DCES Brand (2) Development and production of multimedia content in order to increase media reach & visibility effectiveness of success cases (3) Audio/Video content materials for DCES Brand Ambassador.

 Tasks and deliverables:

Task

Deliverables

Produce concise DCES Marketing and Branding (communication) strategy

Logo and Road map for DCES branding and marketing

Preparation of audio, video, online print calendar  and Plans of content themes and all upcoming coverage schedules according to the calendar.

Monthly media calendar created and adhered to.

 

Design ideas to brand DCES via YouTube, local TV, and radio jingles

Compelling ideas for short clips using brand ambassadors and inclusive employers

(includes creative stories concept,  videos making concept, infographics and photos concept etc.)

Production of multimedia products

Produce video, audio and printed products to aim the target audiences.

Provide support to reach target audiences into multimedia sites for different districts.

Identify and suggest prime time of target audiences at multimedia and social media networks

You may use your expertise to reorganize the task and deliverables

Supervision, work relations & oversight

The consultant will report to the Knowledge Management Manager of FOUND project. They will work in close cooperation with Project Director, as well as Consortium Advisors for FOUND project.

Travel: Travel will be required.

Each applicant should attach the following administrative documents with the proposal and action plan.

1. Cover letter for the proposal with authentic signature and stamp
2. Copy of Company Registration Certificate
3. Copy of VAT registration certificate
4. Copy of Tax Clarence letter of the fiscal year 2075/076

 The proposal Should be Structured as mentioned below

1. Understanding of the Scope of Work with proposal methodology/approach and proposed
    technology (with justification)
2. Detail timeline with deliverables
3. Team strengths (who will work on this project and their relevant experience)
4. Detail cost break-down (including for the design, programming, hosting, maintenance (with
    recurring charges)
5. Sample(s) of similar work
6. Company profile

TLM Nepal is an equal opportunity employer. We encourage candidates of diverse backgrounds, women, and persons with disability to apply. TLM Nepal is committed to safeguarding; protecting children and vulnerable adults and as such candidates will be subject to pre-employment checks.