Terms of Reference (ToR) for the Recruitment of a Communication Consultant to Reposition “Generation Gender” as a Youth Digital Resource Hub and Design the2026 16 Days of Activism Campaign delivered
Position: Communication Consultant – Youth Digital Strategy & Campaign Design
Resource / Programme: Powered by Women (PBW)
Location: Kigali, Rwanda, with remote work and limited field/travel components, including field-based testing with youth
Contract Type: Short-term consultancy
Tender Method: Open Tender
Duration: 8 weeks (indicative): 16 October – 11 December 2026, concluding in time for the campaign launch
Application Deadline: 9 October 2026
Languages of Work: Kinyarwanda
About RWAMREC
Rwanda Men's Resource Centre (RWAMREC) is a non-governmental organization dedicated to achieving gender equality by promoting positive masculinities and engaging men and boys as allies in preventing gender-based violence (GBV) in Rwanda. Founded in 2006 by nine members and legally established in 2008 under Ministerial Order No. 114/11 of 3/9/2008, RWAMREC emerged as a response to the critical need for men to actively participate in ending violent behaviors and reshaping traditional gender norms. The organization was born out of the recognition that gender equality efforts were often perceived as solely women's issues, leading to resistance from some men who felt threatened by the empowerment of women. RWAMREC sought to address this by demonstrating that men, too, benefit from gender equality and have a vital role to play in fostering inclusive and equitable societies.
Since its inception, RWAMREC has evolved from a small local initiative into a nationally recognized organization, operating across the country. Its programs span four provinces and the City of Kigali, reflecting its growing reach and impact. The organization's core mission remains centered on transforming harmful masculine norms, reducing violence against women and children, and fostering partnerships between men and women to advance gender justice. RWAMREC's work is grounded in the belief that sustainable change requires the active involvement of men as advocates and role models for positive behavior.
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Background
RWAMREC maintains institutional social media accounts (Facebook, Instagram, X/Twitter and YouTube) that speak, in a formal register, to donors, government partners, media and technical audiences about RWAMREC's programmes, evidence and organizational positioning. Alongside this, RWAMREC also stewards "Generation Gender" (GenG), a youth sub-brand that grew out of the Generation G advocacy programme, a five-year initiative promoting meaningful youth engagement for a gender-just, violence-free Rwanda. This ToR is issued under Powered by Women (PBW): the current gap in GenG's use directly affects PBW's ability to deliver youth-friendly content to young people, which is why PBW is both the immediate driver of this repositioning and the first programme GenG will serve.
The core problem: GenG's Instagram, YouTube, X/Twitter and Facebook accounts are under-used and not different enough from RWAMREC's institutional voice. This blurs the line between an institutional channel and a space built for Rwandan youth that speaks their language. It limits RWAMREC's ability to reach and keep the young audiences its programmes are designed to serve. Because PBW is the immediate driver of this repositioning, closing this gap is a direct input to PBW's youth-friendly content delivery, not a separate communications exercise.
Evidence Base
This repositioning draws on two complementary bodies of evidence. The consultant is expected to build on them rather than start from scratch.
1. RWAMREC's formative research on young masculinities (Kigali and Muhanga, youth aged 18–24) found:
Young men feel pressure to be economic providers ("must have a job, money, ifungo, viziyo") and anxiety about a long transition to adulthood ("waithood").
Agasuzuguro (disrespect) is a central, under-examined driver of how young men react when they are questioned or challenged, including by economically empowered young women.
Understandings of consent are weak and inconsistent. Norms that "boys must insist" and "girls must resist" shape dating and sexual encounters.
Young men who express emotion face stigma ("boys don't cry"), which is linked to anger, isolation and poor mental health.
Media use splits clearly along rural–urban and connectivity lines. TikTok, YouTube and Facebook (mainly Messenger and video-sharing) dominate among urban youth in Kinyarwanda, largely through comedians, musicians and lifestyle creators. X/Twitter reaches a smaller, more educated, mostly male, largely urban audience and is used mostly in English. Rural and lower-income youth are much harder to reach through data-dependent platforms and are better reached through radio and in-person activities.
2. The PBW Gender Analysis (CARE Rwanda and partners, including RWAMREC, August 2025) covered 270 participants in Nyagatare, Gatsibo, Ngoma and Kirehe. It used 32 focus group discussions, 16 of them with young women and men using vignettes, plus 10 key informant interviews. It adds a rural, Eastern Province perspective that matches PBW's target locations. It confirms the formative research findings and sharpens them in ways that bear directly on GenG's content:
Peer pressure and consent. Young women said they feel obliged to have sex, sometimes unsafe sex, for fear of losing their boyfriends ("Ntabwo yakwemera ngo ave mu rukundo"). Young men who respect a partner's choice to delay sex are mocked by peers as weak, fake or abnormal (ikigwari, utuzuye). Participants said some parents reinforce these norms and linked them to high rates of teenage pregnancy in the Eastern Province. This is the "boys must insist, girls must resist" dynamic in practice. It points to content that turns respect for consent into a mark of strength rather than weakness.
Unequal voice and who can speak. Boys who speak publicly about SRHR are seen as leaders or "wise." Girls who do the same, or who act as peer educators, are labelled shameless or sex workers (indaya, umushizi w'isoni). Assertive young women are called igishegabo ("behaving like a man"). GenG will need to think carefully about who fronts content, how young women's voices are protected, and how young men can model allyship without taking over the space.
Rigid masculinity and social sanctions on men. Men who share household work are mocked as inganzwa (weak or controlled). Men who reject violence are told they "lack a manly value." Boys are given strength-based tasks and consulted by their fathers on important matters, while girls' domestic workload limits their time and public participation. These sanctions echo the agasuzuguro and provider pressures in the formative research. They show where positive, relatable male role models could shift norms.
Silence and an unmet need for information. Young people said they have no forum where they can get SRHR information or learn how to behave safely. Parents often treat sexuality as taboo. Young people want reliable information close to where they live. GenG can help fill this gap, but only if the content feels trustworthy, peer-led and free of stigma.
Economic aspirations. Young women and men alike aspire to start or grow businesses but lack capital, skills and support. Content that links gender equality to young people's own economic goals is likely to resonate more than rights-based messaging alone.
Recent field consultation. A recent field consultation by the Powered by Women team with 36 VSLA-linked young people has since confirmed the connectivity divide and made it sharper. Only 12 of the 36 had their own smartphones. The rest used social media on a phone borrowed from a parent, sibling or peer. Where youth did have access, TikTok, YouTube and WhatsApp were by far the dominant platforms, and no participant mentioned Instagram unprompted. Preferences leaned strongly toward short, funny, influencer-style videos in conversational, slang-inflected Kinyarwanda rather than formal register.
Taken together, this evidence shows that GenG cannot be built as a social-media-only channel. A meaningful share of the target youth population will only be reached through content that a facilitator can play, screen or narrate offline, not through a feed they scroll themselves. The content must also go beyond awareness-raising. It needs to challenge the specific norms and sanctions young people describe, in their own language and through voices they trust.
Relationship to Powered by Women (PBW) and Future Programming
PBW is implemented through a consortium comprising RWAMREC, Pro Femmes, and AEE Rwanda, delivered by CARE Rwanda and CARE Norway with NORAD funding, across Nyagatare, Gatsibo, Kirehe, and Ngoma districts. RWAMREC's contribution engages youth through the Youth for Change (Y4C) delivery model, alongside VSLA couples and community and religious/traditional leaders.
PBW provides the initial resourcing for this consultancy and offers a natural first use case for a revitalized GenG. Six sessions have already been selected from RWAMREC's broader Y4C training module (an eight-chapter gender-transformative curriculum for youth aged 15–24 covering gender and power, GBV prevention, SRHR and HIV, mental health, healthy relationships, economic empowerment, and youth activism) as the initial content pool for this consultancy. The ToR is deliberately kept broad enough for the consultant to adapt this content into social-media content, facilitator-friendly offline products, and the WhatsApp advice line described under Phase 3, while also drawing on the fuller module where useful.
However, GenG is not being commissioned as a PBW-branded or PBW-limited channel, nor is the GenG name necessarily intended to be retained. GenG is currently used as a working concept/name for the revitalisation of RWAMREC's youth digital presence. Through the consultancy, RWAMREC and CARE will co-create the most appropriate identity and name for a durable, RWAMREC-owned youth digital resource: a kind of ongoing digital media gallery for youth-relevant content and messaging. The resulting channels and content can support PBW's youth engagement in the short term while also serving future RWAMREC youth programming, without requiring the organisation to rebuild its youth digital presence each time a new project starts. The final name and brand architecture will be informed by the consultancy's inception and co-creation process.
This consultancy is itself designed as a co-creation between RWAMREC and CARE under PBW (including CARE's communications and digital focal points), building on and feeding back into GenG's existing learnings, so that resulting products benefit both organisations' current and future youth programming. In practice, this positions GenG as a RWAMREC-owned brand/model for youth-focused work, functioning the way Bandebereho functions for MHCC-related work, subject to confirmation from RWAMREC's leadership on formally adopting GenG as the organisation's umbrella youth brand across current and future projects.
Relationship to the 16 Days of Activism
The 2026 UN 16 Days of Activism campaign (25 November – 10 December) will be treated as a separate flagship digital campaign, rather than as the primary relaunch of the former GenG channels. Under this assignment, the former GenG channels will be rebranded and repositioned as RWAMREC's youth-facing channels, serving PBW youth and other priority youth audiences. The 16 Days campaign may then leverage these rebranded youth-facing channels, alongside other relevant RWAMREC platforms, to engage young people.
The campaign should align with the official 2026 theme once announced and build on RWAMREC's existing work on TFGBV and manosphere content through its TFGBV & Manosphere Allies Task Force. The campaign should be developed as an adaptable package that can be deployed through the rebranded youth-facing channels without requiring a redesign of the broader youth digital strategy.
Objectives
The overarching objective is to strengthen the delivery of youth-friendly content under Powered by Women by repositioning Generation Gender as a distinct, credible, youth-owned digital resource hub for RWAMREC, reachable by both digitally connected and offline youth. As the first flagship output of this repositioned hub, the assignment will design and produce a 16 Days of Activism campaign on TFGBV and the manosphere in Rwanda/Africa, grounded in youth realities.
Specific Objectives
The specific objectives are grouped into three workstreams. Workstream B, PBW youth content production, is the core deliverable; Workstreams A and C support and extend it. Across all three, GenG is a youth-facing brand and content identity delivered through existing social-media platforms and an offline content package. It is not a new integrated digital platform, and the assignment does not include building a website, app or content-management system.
Workstream A – Strategy and Positioning
Develop a youth digital strategy for GenG across Instagram, YouTube, X/Twitter, Facebook, TikTok and WhatsApp. The strategy should reflect the urban–rural and connectivity realities documented in RWAMREC's research and confirmed in the field, and set out each channel's role, target audience and content type, plus how online and offline content connect. It should position GenG as an evergreen resource that delivers Powered by Women's youth content first and can support future RWAMREC youth programming.
Clearly differentiate the youth-facing channels (currently referred to as GenG, name to be changed) from RWAMREC's institutional accounts. The youth channels should be informal, peer-voiced and Kinyarwanda-first; the institutional accounts are primarily donor-, partner- and government-facing and use a more formal register. All GenG accounts and content remain RWAMREC-owned and managed by the Communications team.
Pilot-test priority content and channel choices directly with youth, through RWAMREC staff and/or a small youth group in one sector, before finalizing the full package. The pilot should confirm that language, format and platform choices reflect the realities of the target audience.
Workstream B – PBW Youth Content Production (Core Deliverable)
Digitize the six selected Powered by Women youth module sessions, plus up to [2–3] additional sessions from the broader RWAMREC youth module. The additional sessions will be agreed with the Programmes team during inception, based on their relevance to themes such as TFGBV, consent and healthy relationships. The sessions will become short, facilitator-friendly offline formats (audio narrations, short radio-drama/sketch-style stories and brief videos) that youth facilitators without reliable data or smartphones can use to spark discussion in VSLA youth clubs. The offline package runs alongside the social-media content stream rather than replacing it, and both draw on a single shared content library.
Produce a youth-accessible Kinyarwanda GBV and gender justice vocabulary, adapted from RWAMREC's existing terminology resources, as a standalone reference and content source for GenG.
Workstream C – Campaign and Innovation
Design and produce a bilingual (mainly Kinyarwanda) 16 Days of Activism 2026 campaign on TFGBV and manosphere dynamics as they specifically affect youth in rural and urban Rwanda. The campaign will be delivered through the GenG channels as the hub's first flagship campaign.
Develop a concept note, not a working service, for a confidential WhatsApp advice line for young people (ages 15–24), fronted by fictional host characters in the tradition of radio-drama presenters rather than real people. Users could ask anonymous questions on relationships, consent, SRHR, mental health, violence and abuse, parenting, financial stress and conflict resolution, with answers drawing on the Youth4Change module and RWAMREC's other approved content. The concept should include a clear escalation path from automated/AI responses to trained counselors, and outline the technical, staffing and safeguarding requirements for a possible later build.
Sustainability (Across All Workstreams)
Leave RWAMREC's Communications team equipped with a simple, repeatable content system to sustain the youth-facing channels beyond the consultancy. This means a content calendar template, the shared content library and basic channel guidelines, plus a facilitator feedback channel.
Scope of Work
Phase 1 – Inception and Audit
Hold a kick-off meeting with the Communications Manager and relevant staff (including the Powered by Women/field team) to confirm approach, scope, and expectations. Given this consultancy's co-creation with CARE under PBW, CARE's communications and digital focal points should also be included in this kick-off.
Audit the current state of Generation Gender and RWAMREC's institutional accounts on Instagram, YouTube, X/Twitter and Facebook: content mix, tone, posting cadence, audience overlap and engagement patterns.
Review existing resources, including: RWAMREC's formative research on young masculinities in Kigali and Muhanga; the six selected Powered by Women youth module sessions (and the broader youth module, as needed); RWAMREC's existing GBV terminology glossary; the Communication Strategy 2025–2028; relevant Powered by Women programme documents (proposal, results framework, presentation materials); and the recent PBW field consultation findings on youth device access and platform use. The PBW Gender Analysis and baseline study should also be reviewed as part of this resource set.
Conduct brief consultations with relevant staff (Communications, MEAL, Programs, Powered by Women field team) and, where feasible within the consultancy's scope, a light-touch check-in with a small number of urban and rural youth (e.g., through existing Y4C) to sense-check assumptions before finalizing the strategy.
Deliver a short inception note confirming methodology and detailed workplan, including the proposed approach to testing content with youth.
Phase 2 – Youth Digital Strategy for the Former GenG Channels (Name to Be Changed)
To be transformed into RWAMREC youth-facing channels for PBW and other youth target groups.
Define the editorial and visual distinction between RWAMREC's institutional accounts and Generation Gender, including tone of voice, content types, and rules for cross-posting between the two.
Position Generation Gender explicitly as a standing youth digital resource hub/content gallery, not scoped to a single project, able to support Powered by Women's Y4C work now and other RWAMREC youth programming going forward.
Segment the youth audience by geography and connectivity (urban/higher-connectivity vs rural/lower-connectivity, including the feature-phone-only segment identified in the recent PBW field consultation), and set differentiated channel and format choices accordingly, for example:
Urban, higher-connectivity youth: short-form video and visual storytelling, in Kinyarwanda, drawing on the local creator/influencer landscape identified in RWAMREC's research. TikTok should be treated as the priority platform given confirmed youth usage, with the same short-form assets cross-posted as YouTube Shorts and Instagram Reels (formats are largely interchangeable) to extend reach at low additional cost. This should include a realistic assessment of X/Twitter and Instagram's ongoing value given limited evidence of youth usage in the field consultation, with a recommendation on the level of investment each merits relative to TikTok, YouTube and WhatsApp.
Rural, lower-connectivity and feature-phone-only youth: complementary offline/low-data approaches building on RWAMREC's existing WhatsApp Community infrastructure and prior rural launch experience, including:
(i) a costed concept and feasibility recommendation for a small-scale pilot testing the use of digitized content during VSLA sessions on participants' own devices, with consideration of the types of devices and connectivity required; implementation may sit outside this consultancy's core scope and can be handed to RWAMREC as a ready-to-execute concept;
(ii) a simple channel for facilitators to flag questions or issues back to the Communications Manager/platform administrator while using this content in the field;
(iii) a cross-reference to the confidential WhatsApp advice line concept developed under Phase 3 below, which is designed to reach this WhatsApp-using, lower-connectivity segment.
Propose content pillars for validation with RWAMREC, for example: providership pressure and positive masculinity; consent and healthy relationships; emotional wellbeing ("boys can cry"); disrespect, power and privilege; online safety and TFGBV; youth voices and champions; and bite-sized gender-justice vocabulary.
Set out a plan for repurposing existing RWAMREC assets (the six selected Powered by Women youth module sessions and Bandebereho Facilitators Manual, prior campaign material such as the Safe at Work video, and testimonies) into youth-appropriate GenG formats, rather than producing all content from scratch.
Recommend light governance arrangements: publishing roles and responsibilities (Communications Manager, intern, youth co-creators), a realistic content cadence, a simple metrics framework, and a moderation and safeguarding protocol appropriate to a platform that will engage minors and young people on sensitive GBV-related topics, consistent with RWAMREC's Do No Harm and Ethical Storytelling commitments.
Identify likely risks and backlash scenarios (e.g., conservative pushback, manosphere-aligned harassment of the accounts) and propose mitigation and response approaches.
Present the strategy to RWAMREC for validation (Communications Manager, and as relevant the Executive Director, Director of Programs, and Powered by Women team).
Phase 3 – WhatsApp Advice Line Concept
Design a concept for a confidential WhatsApp advice line for young people (ages 15–24), building directly on the fact that WhatsApp is one of the few platforms the field consultation confirmed nearly all target youth already use, including those without their own smartphone.
Develop fictional host characters who introduce and voice the service, in the tradition of recurring radio-drama presenters, rather than presenting as real individuals. Users should always know they are messaging RWAMREC's advice service, which may be supported by trained counselors and AI for common questions. RWAMREC's preferred working name is "Baza Emmanuel na Flora" (Ask Emmanuel and Flora), but the consultant should validate the name, host concept, and tone with a small number of youth before finalizing, and propose alternatives if testing suggests a better fit.
Draft a menu-based conversation flow (e.g. numbered topic categories such as Love & Relationships, Sexual & Reproductive Health, Mental Wellbeing, Parenting, Violence or Abuse, and an open "something else" option) and a sample library of responses to common questions, drawn from and cross-referenced with the Youth4Change module, Bandebereho, KATAZA and RWAMREC's SRHR resources so that automated answers reflect RWAMREC-approved content only.
Recommend an escalation model: automatic handover from scripted/AI responses to a trained counselor whenever a user asks for a human, or the conversation indicates a safeguarding concern (GBV, suicide or self-harm risk, or child protection issue), plus a simple pathway for referring users to nearby services when needed. This should be consistent with the moderation and safeguarding protocol set out under Phase 2.
Propose how anonymous, aggregated question data from the service could help RWAMREC identify emerging trends among youth (e.g. concerns about relationships, gender norms, contraception, or online influences) to inform future programming and communication, together with a data-protection and anonymity approach appropriate to these sensitive topics.
Recommend how the service could integrate with RWAMREC's Twubakane radio content (for example, episodes ending with a call to action inviting listeners to message the advice line) to create a continuous engagement journey from radio to personalized support.
Provide a short technical feasibility note comparing options for the underlying platform (e.g. the WhatsApp Business Platform accessed via a conversational layer such as Turn.io, Respond.io, Twilio, or Meta's WhatsApp Cloud API), with an indicative build cost and the staffing implications (counselor time, moderation capacity) of running the service. Building and integrating the technical platform itself sits outside this consultancy's core communications scope and should be handed to RWAMREC as a ready-to-execute concept for a follow-on technical partner.
Produce a small scripted prototype (e.g. a demo conversation-flow document, or a basic no-code mock-up) to support validation of the concept with RWAMREC leadership and, ideally, a small number of youth.
Phase 4 – 16 Days of Activism 2026 Campaign Design
Design a campaign (name, visual identity, hashtag, and 16-day content plan) for Generation Gender's channels addressing TFGBV and manosphere dynamics as they affect youth in Rwanda/Africa, distinguishing rural and urban realities of exposure and risk.
Align the campaign framing with the official UN 16 Days of Activism theme for 2026 once confirmed; structure the campaign architecture so the theme can be incorporated without a full redesign if confirmation comes late in the consultancy.
Ground messaging explicitly in RWAMREC's own youth research findings (provider pressure, agasuzuguro/disrespect, weak consent norms, "boys don't cry", control and jealousy, backlash against empowered young women) so the campaign speaks to lived youth realities rather than generic TFGBV messaging.
Include at least one rural/offline activation concept (e.g. a radio partnership concept along the lines of Radio Izuba, Radio Salus, Energy or Country FM, or a mobile/community activation) to extend the campaign's reach beyond digitally-connected urban youth. Implementation of this activation may sit outside this consultancy's core digital scope and should be handed to RWAMREC as a ready-to-execute concept.
Ensure messaging critically frames manosphere content and actors rather than amplifying their language or personalities.
Phase 5 – Content Production, PBW Module Digitization, Testing and Kinyarwanda Vocabulary
Produce the 16 Days content package for Generation Gender (posts, short-video scripts, infographics and at least one explainer video), predominantly in Kinyarwanda with English versions, in a register appropriate for a youth peer channel rather than RWAMREC's institutional tone.
Adapt the six selected Powered by Women youth module sessions into short, facilitator-friendly offline formats (for example, an audio narration of a session, a short radio-drama or sketch, or a brief video in the style of RWAMREC's existing Safe at Work video) designed for a youth facilitator to play or screen during a VSLA youth club session to spark discussion, rather than to be watched passively.
Produce all written and audio/video content in Kinyarwanda as the primary language, given this is the language the target youth actually speak and use. Provide English versions wherever the budget allows, and flag clearly to RWAMREC any items that cannot be translated within budget so that translation decisions are made explicitly rather than deferred indefinitely.
Pilot-test a sample of the priority social-media content and/or digitized facilitator content with RWAMREC staff and/or a small youth group in one sector, and incorporate resulting feedback into the final package, so the material reflects the language and realities of the target youth audience.
Produce a standalone Kinyarwanda GBV and Gender Justice Vocabulary: a youth-accessible glossary with Kinyarwanda terms (including commonly used conversational/slang variants where appropriate), plain-language definitions and English equivalents, adapted from and cross-referenced with RWAMREC's existing GBV terminology resource, for reuse across GenG content and by youth peer educators.
Package all deliverables for handover to the Communications Intern and the Communications Manager for ongoing publishing.
Phase 6 – Handover and Light Capacity-Building
Deliver a short training/briefing session for the Communications people (and any youth champions/Y4C volunteers or youth facilitators involved) on GenG's tone of voice, the content calendar, basic moderation and safeguarding practice, the facilitator feedback channel, and use of the Kinyarwanda vocabulary.
Provide a simple content calendar and posting toolkit template for RWAMREC to sustain Generation Gender after the consultancy ends.
Deliverables
Inception note and detailed work plan, including the proposed approach to testing content with youth.
Generation Gender Youth Digital Strategy document (institutional-vs-youth account differentiation, urban/rural/feature-phone audience segmentation, channel and format plan, content pillars, governance and safeguarding recommendations, light metrics framework), in digital format and validation-meeting presentation.
Refreshed visual/brand concept for Generation Gender, distinct from RWAMREC's institutional branding, adapted for Instagram, YouTube, X/Twitter, Facebook and TikTok.
16 Days of Activism 2026 Campaign Package: concept note (name, hashtag, key messages linking the confirmed UN theme to the youth/TFGBV/manosphere angle), a day-by-day content calendar, and no fewer than 30 pieces of content (social posts, short-video scripts, infographics, one explainer video), predominantly in Kinyarwanda with English versions.
Digitized Powered by Women youth-facilitator content package: audio narrations, short radio-drama/sketch-style stories and/or brief videos adapting the six selected PBW youth module sessions, in Kinyarwanda (with English versions where budget allows), ready for facilitators to use in VSLA youth club sessions.
Short testing/pilot report documenting the feedback gathered from the youth group and/or staff testing session, and the resulting adjustments made to the content.
Concept note for a small-scale youth-facilitator device-use pilot (feasibility, indicative device needs and costs, and a facilitator feedback/support channel), with testing conducted using participants' own devices rather than distributing devices. Implementation may sit outside this consultancy and can be handed to RWAMREC as a ready-to-execute concept.
Training of RWAMREC staff and Y4C club representatives on the functioning and facilitation of youth digital resources/App.
GenG WhatsApp Advice Line concept package: fictional host/persona concept and working name (e.g. "Baza Emmanuel na Flora", pending youth validation), menu-based conversation-flow design and sample response library drawn from the Youth4Change module and other RWAMREC resources, escalation and safeguarding protocol (AI/scripted response → trained counselor → referral), an approach to anonymous data use for trend-spotting, a Twubakane radio integration recommendation, and a technical feasibility/build note. Implementation of the technical platform is to sit outside this consultancy and be handed to RWAMREC as a ready-to-execute concept for a follow-on technical partner.
Kinyarwanda GBV and Gender Justice Vocabulary (bilingual, youth-accessible glossary).
One rural/offline activation concept note.
Handover session and a content calendar/posting toolkit template for the Communications team.
Qualifications and Experience
Bachelor's degree in Communication, Marketing, Journalism, Digital Media or a related field (Master's an asset).
At least 5 years of experience in communication for development, social/behaviour change communication, or youth-focused digital campaigns.
This role calls for a communication/content-creation consultant with hands-on creative experience producing youth-facing content (video, audio, drama/sketch or animation formats), not solely a graphic designer. The ability to work with a designer on the visual identity component is an asset but not a substitute for content-creation experience.
Demonstrated experience designing content for youth audiences on Instagram, YouTube, X/Twitter, Facebook and/or TikTok, including short-form video, as well as offline/low-data formats such as audio or radio-drama style content for facilitator use.
Working knowledge of gender-transformative approaches, GBV prevention and, ideally, TFGBV or online safety issues.
Fluency in Kinyarwanda and English (written and spoken) is required, given the campaign's Kinyarwanda-first content requirement. The ability to write directly in natural, conversational Kinyarwanda (rather than only translating from English) is strongly preferred.
Experience handling sensitive content involving minors or young people responsibly, in line with do-no-harm and ethical storytelling principles.
Familiarity with Rwanda's youth digital and creator landscape, and ideally with rural outreach modalities (radio, community activations, low-data/offline engagement).
Experience or willingness to design and run a light content-testing/piloting process with a youth group or staff.
Familiarity with WhatsApp Business Platform / conversational tools (e.g. Turn.io, Respond.io, Twilio, Meta's WhatsApp Cloud API) is an asset for the advice-line concept and feasibility note, though building the technical platform itself is not required of this consultant.
Evaluation Criteria
Qualifications and experience: 15 points
Portfolio/samples of past youth-focused, GBV-related, or facilitator/curriculum-digitization work (incl. audio, video, or drama-format content): 20 points
Methodology and workplan, including the proposed approach to testing content with youth: 35 points
Financial proposal: 30 points
Total: 100 points
Timeframe
The consultancy is expected to take approximately 10 weeks, starting in early October 2026, with all content and campaign materials finalized in time to launch on 25 November 2026, the opening date of the 16 Days of Activism.
Indicative duration by phase:
Phase 1 – Inception and audit: Weeks 1–2
Phase 2 – Generation Gender youth digital strategy: Weeks 2–4
Phase 3 – GenG WhatsApp advice line concept: Weeks 3–5
Phase 4 – 16 Days of Activism campaign design: Weeks 4–6
Phase 5 – Content production, PBW module digitization, testing, and Kinyarwanda vocabulary: Weeks 5–7
Phase 6 – Handover: Week 8
Reporting
The consultant will work under the direct supervision of RWAMREC's Communications Manager, in coordination with:
the Director of Programs and the Powered by Women field team on alignment with youth engagement work, the Youth4Change module content and field-testing logistics;
relevant programme and safeguarding staff on the WhatsApp advice line's escalation and referral protocol;
the MEAL Manager on data and metrics inputs;
the Communications Intern on day-to-day handover of Generation Gender's content operations; and
CARE's communications and digital focal points on co-creation and alignment with PBW's wider communication approach.
Application Process and Required Proposal Documents
Submission deadline: Interested individual consultants or firms should submit their applications no later than 9 October 2026 at 11:59 PM (23:59 Kigali time, CAT). Late applications will not be considered.
How to submit: Applications should be sent by email to info@rwamrec.org, with the subject line:"Application – Communication Consultant, Youth Digital Strategy & 16 Days Campaign (PBW)"
Format: All documents should be in PDF. The technical and financial proposals should be separate files, clearly named (e.g. ConsultantName_Technical.pdf, ConsultantName_Financial.pdf).
Required Documents (Checklist)
Cover letter (max. 1 page) stating interest, availability for the full consultancy period, and confirmation of fluency in Kinyarwanda and English.
Technical proposal (max. [10] pages), including:
understanding of the assignment and of the evidence base described in this ToR;
proposed methodology for each phase, including the approach to testing content with youth;
a detailed workplan and timeline that ends in time for the 25 November 2026 launch;
the proposed team composition and roles, if applicable (e.g. scriptwriter, videographer, designer, voice talent).
Financial proposal in Rwandan Francs (RWF), inclusive of all applicable taxes, with a breakdown of professional fees (daily rate × number of days), production costs (audio, video, design), field/testing costs and any other expenses.
Up-to-date CV(s) of the consultant and each proposed team member.
Copies of degrees and relevant certificates of completion.
Portfolio / samples of work: at least [3] examples of youth-focused, GBV-related or curriculum-digitization work, including at least one audio, video or drama-format piece and, ideally, one Kinyarwanda-language piece.
At least three professional references, ideally from organisations that commissioned similar work, with contact details.
For firms: a copy of the company registration certificate (RDB) and a valid tax clearance certificate (RRA).
For individuals: a copy of national ID or passport and a TIN number.
Done at Kigali, 25/09/2026
Fidèle RUTAYISIRE
Executive Director, RWAMREC
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