Terms of Reference (TOR) Call for the Recruitment of a Media House or Company To Implement Online-and Radio-Based Awareness Campaigns

1. Background and Introduction

Rwanda Men’s Resource Centre (RWAMREC) is a national non-governmental organization legally established in 2008 and committed to promoting gender equality through positive masculinities and male engagement approaches, particularly in the prevention of Gender-Based Violence (GBV). RWAMREC’s mission is to transform harmful masculinities and femininities by raising awareness, building capacities, advocating for gender-responsive policies, and engaging communities in inclusive and equitable service delivery.

In partnership with The Fred Hollows Foundation (FHF)—an international public health organization dedicated to preventing avoidable blindness—RWAMREC is implementing the project titled “Health Systems Strengthening for Eye Health in Rwanda.” The project seeks to promote equitable access to quality eye health services by integrating gender equality and disability inclusion, increasing community awareness, engaging men and boys, and strengthening local health systems to ensure sustainability.

While community-based interventions and engagement with health managers are essential, mass awareness remains critical to influencing behavior change, improving health-seeking behavior, and ensuring that no one is left behind—particularly women and persons with disabilities. In Rwanda, radio remains one of the most accessible and trusted sources of information, reaching both rural and urban populations.

To expand outreach and maximize impact, RWAMREC intends to conduct online- and radio-based awareness campaigns using radio talk shows, radio dramas, and digital platforms to disseminate accurate information on eye health services while promoting gender equality and disability-inclusive health care.

2. Rationale

Radio remains the primary and most accessible source of information for many Rwandans, particularly in rural areas. However, awareness of eye health conditions and available treatment options remains limited, with persistent myths and misconceptions influencing health-seeking behaviors. Women and persons with disabilities also face structural, cultural, and informational barriers to accessing health services.

In this context, radio talk shows and dramas offer interactive, cost-effective, and proven platforms for shaping social norms and promoting positive behavior change. In addition, online streaming and social media amplification extend the reach of these programs, enabling meaningful engagement with youth, urban populations, and digitally connected audiences.

Against this backdrop, RWAMREC seeks to contract a media house or company to support the identification and engagement of experienced local radio stations. The selected entity will coordinate with community radio stations to negotiate lower broadcasting costs, facilitate engagement, provide follow-up support, and implement online and broadcast eye health awareness campaigns.

3. Purpose of the Terms of Reference

The purpose of these Terms of Reference (ToR) is to engage a qualified media house or company to identify and support suitable radio stations for the implementation of online- and radio-based awareness campaigns on eye health services, with a strong emphasis on gender equality and disability inclusion.

4. Objectives

4.1 General Objective

To raise community-wide awareness on eye health services, prevention, and treatment while integrating gender equality and disability inclusion through online- and radio-based campaigns.

4.2 Specific Objectives

The selected company will act as a liaison between RWAMREC and radio stations to sensitize communities on the importance of early detection, prevention, and treatment of eye health conditions. Leveraging its influence and networks, the company will identify and engage experienced radio stations to mobilize and educate communities through platforms such as radio dramas, radio talk shows, and other mass media channels.

The engagement will promote positive attitudes and behaviors that support gender equality in access to eye health services, while also raising awareness of the rights of persons with disabilities and advancing their inclusion in eye health care. Additionally, the initiative will provide platforms for health experts, policymakers, and community members to share information, experiences, and best practices. These efforts will complement community mobilization activities with mass awareness campaigns, ensuring broader national and local outreach.

5. Expected Outcomes

The campaign is expected to:

• Increase community knowledge of eye health services, prevention measures, and available treatment options;

• Improve attitudes and practices that promote gender equality in access to health services;

• Enhance awareness of disability rights and inclusive eye health care;

• Increase demand for and utilization of eye health services at local health facilities; and

• Strengthen linkages between community awareness efforts and local health systems.

6. Scope of the Campaign

The awareness campaign will address key thematic areas, including:

• Eye health prevention, early detection, and available treatment options;

• Promotion of gender equality and shared decision-making in health-seeking behaviors;

• Advancement of disability rights, accessibility, and inclusion in eye health services;

• Availability of eye health services at community and district levels; and

• Male engagement and supportive roles in family and community health care.

The campaign will primarily target communities in Musanze and Karongi districts, with broader outreach achieved through online and digital platforms.

7. Methodology and Approach

The campaign will adopt a mixed-media and participatory approach, including:

7.1 Radio Talk Shows

• Interactive radio talk shows featuring eye health professionals, RWAMREC staff, gender experts, representatives of organizations of persons with disabilities, and local leaders;

• Live call-in and SMS segments enabling community members to ask questions, share experiences, and provide feedback.

7.2 Radio Drama

• Broadcasting short radio dramas depicting real-life scenarios related to eye health, gender norms, disability inclusion, and access to services.

7.3 Online Streaming and Social Media

• Recording and sharing radio programs and dramas on platforms such as YouTube, Facebook, and community WhatsApp groups;

• Use of social media to amplify key messages, engage youth, and extend outreach beyond radio audiences.

7.4 Media Collaboration

• Collaboration with local FM and community radio stations in Musanze and Karongi to ensure broad coverage, audience engagement, and sustainability.

8. Deliverables

• Radio dramas (15–20 minutes each) produced and broadcast;

• One-hour radio talk shows organized;

• Radio talk shows and dramas recorded and shared on platforms such as YouTube, Facebook, and community WhatsApp groups;

• Key youth-focused messages disseminated through social media to amplify youth voices beyond radio audiences.

9. Duration

The contract duration will be one (1) year.

During this period:

• 16 radio talk shows and 40 radio drama episodes will be produced and aired;

• Radio dramas will be broadcast at a rate of one episode per week;

• Programs will be aired on local community radio stations in Musanze and Karongi districts;

• Social media platforms (YouTube, Facebook, WhatsApp, etc.) will be used to disseminate eye health education messages to wider audiences.

Please note that while the contract is for one year, services (radio talk shows, radio drama broadcasts, social media use, etc.) will be provided only upon the client’s request or through a purchase order.

10. Consultant’s Qualifications

The consultant or media company should demonstrate:

• Proven experience in health communication, behavior change communication, or social and behavior change initiatives;

• Experience producing culturally sensitive radio and digital content, preferably in Rwanda or similar African contexts;

• Strong understanding of gender equality, social norms, and inclusion in health-related programming;

• Familiarity with eye health issues or capacity to work closely with public health experts;

• Ability to deliver high-quality content within agreed timelines;

• Employment of at least five (5) journalists, each with a minimum of ten (10) years of professional experience.

11. Evaluation Criteria

Proposals will be evaluated based on the following criteria:

Criteria	Score
Technical qualifications	60
Financial proposal	40
Total	100

The media house or company is expected to submit a detailed and itemized budget proposal, in Rwandan Francs (RWF), taxes inclusive.

12. Application Requirements

Interested applicants should submit:

• A detailed technical proposal;

• A financial proposal;

• At least two certificates of satisfactory completion for similar assignments carried out within the past five (5) years;

• Evidence of staffing as outlined above.

Applications should be addressed to the RWAMREC Executive Director and submitted by email to:📧 info@rwamrec.org

🕔 Deadline: 18 February 2026 at 17:00Late applications will not be considered.

Done on: 4 February 2026

Fidèle RutayisireExecutive Director – RWAMREC

TOR_Recruitment of a media House.pdf

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