Who we are
The Rwanda Men Resource Centre (RWAMREC) is a Rwandan non-governmental organization, working to promote gender equality and positive masculinities and engaging men to eliminate all forms of men’s violence against women and children. The vision of RWAMREC is a peaceful Rwandan society where women and men share roles and responsibilities of raising families and governing society in equality and respect of human rights. RWAMREC’s distinctive and innovative mission is to promote gender equality through the reconstruction of a non-violent identity of men, the adoption of healthy masculine behaviors, and men’s empowerment to be positive and supportive partners, role models for other men and change agents in promoting healthy families and women’s socio-economic development, eradication of sexual and gender-based violence, positive fatherhood and men’s health in Rwanda.
The Generation Gender Program
RWAMREC has been implementing Generation G (GenG) Rwanda, a 5-year long advocacy program, which intends to promote meaningful youth engagement for a gender-just and violence-free society that gives impetus to the gender and GBV policies in Rwanda. GenG is a coalition that brings together three NGOs, including RWAMREC as the lead, the Health Development Initiative (HDI), and the African Youth and Adolescent Network (AfriYAN Rwanda).
Rational
In Rwanda, the journey towards gender equality and equity is recognized as a collective effort involving both women and men. The Government of Rwanda and its partners acknowledge the imperative of engaging men and boys in this endeavor, understanding that it necessitates more than just legislative measures. There are evident gaps in operationalizing men's engagement in gender promotion. Cultural norms, limited education on gender principles, and approaches predominantly focused on women and girls have contributed to resistance among men. Recognizing this challenge, the Government and its stakeholders have invested in men and boys-centered approaches, aiming to bridge these gaps. This is reflected in the integration of engaging men and boys in GBV prevention in the Revised National Gender Policy (2021) and the new National Transformative Strategy Engaging Men and Boys for Gender Equality Promotion.
Negative social norms can contribute to toxic masculinity, which refers to traditional male gender roles that limit the kind of emotions boys and men can exhibit (save anger) and may foster dominance, control, and aggression.
With that said, Generation G Rwanda is conducting a masculinity campaign to amplify the importance of male engagement and positive masculinity & boyhood in GBV prevention by raising awareness and challenging negative social and gender norms, both online and offline. The campaign leverages social media platforms (IG, Twitter, and YouTube), podcast sessions, Twitter (X) spaces, intergenerational dialogues, and community outreach. Prior to the actual campaign, Generation G is conducting research to validate and prioritize the prevailing gender and social norms shaping masculinities, as well as the attitudes and beliefs related to the desired behaviors.
Generation G Rwanda works with young people across all activities and aims to keep the tone and nuance of the content relatable to the audience:
Informed: After conducting research and drawing on the extensive experience in gender equality and male engagement approaches from the Rwanda coalition member organizations, we will approach the campaign with evidence-based findings, clear advice, and recommendations to boys, men, and the community in general, to promote positive masculinities.
Brave: Generation G does not shy away from difficult issues or sensitive subjects. We will focus on challenging negative gender norms and stereotypes, increasing men's understanding of how gender inequality negatively impacts their lives and those around them.
Optimistic: While reflecting on the challenges posed by negative masculinities and the consequences of a patriarchal system in our communities, the campaign will highlight positive masculinities and their benefits to boys, men, and those around them.
Scope of Work
RWAMREC is seeking an individual consultant or a company to develop a campaign communication strategy and facilitate a co-creation workshop with the Gen G coalition organizations for the realization of the campaign roadmap.
The strategy will serve as a comprehensive roadmap for the campaign, providing a clear framework for how the Gen G coalition can effectively implement its initiatives. It will identify key barriers highlighted in the research, outline the core messages, and specify target audiences while aligning them with the most appropriate communication channels.
The consultant is expected to collaborate closely with the Project Coordinator of Gen G Rwanda to finalize the approach for developing the strategy and to plan the co-creation workshop.
Responsibilities
The consultant is expected to undertake the following tasks:
Provide input to the research tool that will be used to gather data on masculinity in Rwanda, ensuring the study yields valuable insights to guide the communication strategy.
Meet with RWAMREC to discuss the approach, campaign objectives, and other key requirements.
Review existing research to understand the dynamics of both negative and positive masculinities, as well as key barriers to change.
Map out the primary barriers identified through the research that the campaign needs to address.
Design a comprehensive communication strategy that includes objectives, key messages, target audiences, and recommended communication channels and tactics to effectively reach the intended audience.
Collaborate closely with the Project Coordinator and M&E team of Gen G Rwanda to plan and conduct a co-creation workshop.
Lead the co-creation workshop and support the Gen G coalition staff in generating first-hand ideas for the campaign's communication strategy.
Engage stakeholders (Gen G coalition organizations) in the co-creation process to refine the strategy and compile all elements into a comprehensive communication strategy document.
Incorporate feedback from stakeholders and finalize the strategy document.
Present the finalized strategy to the Gen G coalition and relevant stakeholders.
Deliverables and expected output
The Consultant will produce the following deliverables:
Final Communication Strategy Document; A comprehensive strategy document that includes clear campaign objectives and goals.
Co-creation workshop Materials; Agenda, presentations, and facilitation guides for the co-creation workshop and Summary report of workshop outcomes.
Presentation of the Strategy; A final presentation of the communication strategy to the Gen G coalition and key stakeholders, summarizing the approach, key components, and recommendations for future campaigns/communications.
Requirements for the consultant
A minimum of a Bachelor’s degree in Communications, Public Relations, Marketing, Social Sciences, or a related field. A Master’s degree is preferred.
At least 5-7 years of proven experience in developing communication strategies, particularly for social change and gender equality campaigns.
Demonstrated experience working with NGOs, international organizations, or in the development sector, especially in gender equality, SBCC, SRHR, violence prevention, or similar fields.
Strong understanding of communication theories, behavior change communication, and audience segmentation.
Proficiency in designing and implementing communication strategies, including message development, media planning, and digital communication.
Proven ability to plan and facilitate co-creation workshops or stakeholder engagement sessions.
Ability to synthesize research findings and translate them into actionable strategies.
Duration of the consultancy
The assignment shall be completed in 1 month and a half from the date of the contract signing. This consultancy work is expected to start in the last week of September 2024.
Procedure for submission of proposals
The candidates are encouraged to submit the following documents, no later than 16 September 2024 at 5.00 pm Kigali time:
A technical proposal outlining an indicative methodology, timeline, and delivery dates;
Financial proposal;
Detailed CVs of all personnel involved, including 2 references;
Example of similar work done for a previous assignment (a communication strategy).
Applications should be addressed to the RWAMREC Executive Director at the following address: YYUSSA PLAZA Kimironko Tel-Cellular: +250 788315140; E-mail: info@rwamrec.org.
Late applications will not be accepted.
Done at Kigali, September 2nd, 2024
Fidele RUTAYISIRE
Executive Director
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