Terms of Reference (TOR)
Title: Social Marketing Campaign Consultancy (Nationals only)
Work Package: Design and Implementation of the TAWASOL Social Marketing Campaign (Output 1222)
Location of Assignment: Iraq – Remote
Reports To: TAWASOL Country Director
Expected Start Date: 30 March 2026
Expected End Date: 30 September 2026
Application Deadline: 27 February 2026
Organization and Project Background
The TAWASOL project, led by the World University Service of Canada (WUSC) and Canadian Leaders in International Consulting Inc. (CLIC), is a five-year economic empowerment initiative funded by Global Affairs Canada (GAC). The project aims to strengthen gender-responsive and inclusive youth employment in Iraq by improving linkages between training institutes, private sector employers, and key labor market actors. TAWASOL operates in four target governorates: Baghdad, Basra, Najaf, and Nineveh working with MoHESR, technical universities, and vocational training centers in these governorates.
A central component of TAWASOL is addressing restrictive social norms that limit the participation of women and youth in private sector employment and non-traditional fields. Many young people and families remain unaware of the benefits, career pathways, and rights associated with private sector work and self-employment. Under Output 1222 of the Project Implementation Plan, TAWASOL seeks to implement a national-level social marketing campaign to increase awareness, shift perceptions, and strengthen public support for women’s economic participation and youth engagement in growth sectors.
Through coordinated messaging, storytelling, and community engagement, the campaign will contribute to creating an enabling environment where young women and men have the confidence, information, and community support needed to pursue meaningful economic opportunities.
Objective of the Consultancy
The objective of this consultancy is to design and implement a comprehensive, evidence-based social marketing campaign that supports TAWASOL’s efforts to promote youth engagement in private sector opportunities and increase awareness among young females of the economic opportunities available to them, particularly in non-traditional and emerging sectors, while promoting accurate information on workplace rights, protections, and pathways into private sector training, internships, and employment. . The campaign aims to shift perceptions, increase awareness, and strengthen supportive attitudes among youth, families, and community influencers across Baghdad, Basra, Najaf, and Nineveh.
As TAWASOL works to improve workplace conditions and expand access to relevant skills for employment and self-employment, there is a recognized need to encourage broader community dialogue around the social norms that influence young women’s and men’s decisions to pursue training or employment in various sectors. These norms play a significant role in shaping professional aspirations, career pathways, and family support—particularly for young women considering opportunities in growth or non-traditional fields.
To address this, the consultant will support TAWASOL in delivering a coordinated social marketing campaign under Output 1222 of the Project Implementation Plan (PIP). The campaign must address prevailing social perceptions and family concerns by highlighting existing workplace safeguards—including provisions within Iraqi labor law—and showcasing relatable female role models and professionals to encourage informed career decision-making.and the benefits of private sector and self-employment pathways. By integrating these components into a single, cohesive campaign, TAWASOL aims to amplify impact, ensure consistent messaging, and build a more supportive environment for both women and youth to pursue meaningful economic engagement.
Through this consultancy, the campaign will leverage community insights, storytelling, digital platforms, and experiential activities to foster positive narratives, highlight real role models, and encourage open conversations among families, youth, and private-sector actors. Ultimately, the consultant will contribute to shaping a more inclusive, informed, and enabling environment where young women and men feel confident exploring new opportunities in Iraq’s evolving labor market.
Scope of Work
The consultant will be responsible for leading the end-to-end design and implementation of TAWASOL’s Social Marketing Campaign across Baghdad, Basra, Najaf, and Nineveh. The scope of work includes conducting foundational research, developing an evidence-based campaign strategy, producing culturally relevant content, implementing multi-channel outreach activities, and ensuring effective monitoring and reporting. All activities must be gender-responsive, youth-centered, and grounded in local social norms and community dynamics.
1. Community Channels Assessment and Campaign Strategy Co-development
The consultant will conduct a community channels assessment to map and analyze the most effective and trusted communication pathways for reaching youth, women, families, and community influencers in the targeted governorates and examine the concerns, motivations, and information gaps related to female participation in training, internships, and private sector employment. These insights will inform campaign messaging around rights, protections, and opportunities.
The assessment will focus on identifying trusted platforms, commonly used media channels, influential voices, and existing community communication mechanisms that shape perceptions around private sector employment and women’s participation in non-traditional sectors.
Based on the findings, the consultant will co-develop a comprehensive social marketing campaign strategy with TAWASOL. The strategy will define priority audiences, key messages, audience segmentation, content themes, engagement approaches, and a phased implementation timeline. It will ensure alignment with campaign objectives related to shifting social norms, increasing youth engagement with private sector opportunities, and promoting women’s participation in non-traditional roles, while leveraging the most relevant and impactful channels at both national and local levels.
2. Design and Development of Campaign Content
Using findings from the needs assessment, the consultant will design high-quality, inclusive, and sensitive to local social norms campaign materials. These materials will include digital assets (e.g., social media posts, stories, reels), narrative content, and storytelling elements that reflect real experiences of youth and women in the private sector. The consultant will integrate key messages about a) opportunities for females in non-traditional and emerging sectors; b) workplace protections, rights, and Iraqi labor law provisions relevant to safe participation; c) family and community encouragement messages; d) relatable success stories and role models, slogans, and thematic elements identified by TAWASOL, ensuring that all content promotes positive perceptions, accessibility, and equitable opportunities. The consultant will also plan collaborations with influencers, HR professionals, and role models who can authentically reinforce campaign messages and extend audience reach. Influencers and role models should include females currently working in private sector fields—especially in non-traditional sectors—who can credibly speak to workplace realities, rights, protections, and career pathways.
3. Implementation of a Multi-Channel Social Marketing Campaign
The consultant will implement the campaign across multiple channels, combining both online and offline engagement approaches. Digital dissemination will involve coordinated posting schedules across platforms such as Facebook, Instagram, and WhatsApp, alongside influencer partnerships and interactive storytelling formats. Offline engagement will include community-based activities, roundtables with HR professionals and private sector leaders, and creative experiential events designed to foster meaningful interaction, spark curiosity, and challenge existing social norms. All campaign activities should effectively reach youth, families, and community influencers, ensuring consistent messaging across governorates. Community or on-ground activities should incorporate awareness of workplace rights and protections, legal frameworks, and HR mechanisms that support safe participation for females.
4. Stakeholder Engagement and Local Collaboration
The consultant will collaborate closely with youth hubs, business hubs, private-sector partners, community leaders, and content creators across the four governorates. These collaborations should reinforce campaign messages, support local ownership, and ensure relevance to each governorate’s context. The consultant should focus on community-based stakeholders who influence perceptions and support youth engagement in economic opportunities.
5. Monitoring, Learning, and Reporting
The consultant will establish mechanisms for tracking campaign reach, engagement, and audience feedback across all channels. This includes collecting gender-disaggregated data, monitoring social media analytics, documenting community engagement outcomes, and identifying shifts in perception were observable with special emphasis on perception shifts related to opportunities, workplace protections, and family acceptance. The consultant will provide regular progress updates, highlight lessons learned, and recommend improvements to ensure the campaign remains adaptive and impactful. A final report will summarize activities, audience reach, key achievements, challenges, and recommendations for future programming.
Deliverables
The consultant will be responsible for delivering the following outputs over the course of the assignment:
1. Inception Report
A detailed report outlining the consultant’s proposed methodology, implementation plan, team structure, tools for data collection, and a refined timeline. The inception report should also include an initial mapping of target audiences and communication channels.
2. Campaign Channels Assessment Report
A comprehensive assessment that captures insights on which channels are suited for best implementation of the campaign.
3. Monitoring and Evaluation Framework
A set of tools and guidelines for measuring campaign reach, engagement, perception shifts, and audience feedback. This includes indicator definitions, data collection methods, and templates for ongoing reporting.
Each deliverable should be specified in detail with relevant indicators.
4. Social Marketing Campaign Strategy and Action Plan
A complete strategy document that includes audience segmentation, messaging frameworks, content themes, proposed activities, influencer and partner engagement plans, communications calendar, and an implementation roadmap. The strategy should incorporate both digital and on-ground engagement activities. The strategy must articulate how the campaign will: (i) reach young females and families, (ii) address information gaps related to workplace rights and protections, and (iii) leverage role models and credible influencers to shift perceptions.
5. Digital Content Package
A full suite of campaign materials ready for deployment, including (but not limited to):
All content must include materials tailored to females and families, promoting awareness of non-traditional opportunities, workplace protections, and rights, culturally relevant, and available in Arabic and English where appropriate.
6. Influencer and Role Model Engagements
Delivery of collaborations with influencers, HR professionals, and inspirational role models who align with campaign messages. This includes documented agreements, schedules, and content produced in collaboration with these figures.
7. On-Ground Community Engagement Activities
Design and implement selected experiential activities such as roundtables, interactive dialogues, and creative youth engagements. The consultant will provide documentation of each event, including reach, participant feedback, and lessons learned.
8. Campaign Implementation Report (Interim)
A mid-point report summarizing campaign activities conducted to date, digital reach and engagement analytics, influencer performance, on-ground activation results, and any emerging insights requiring strategic adjustments. The report should demonstrated understanding of social and behavioral barriers affecting female participation in non-traditional sectors, and ability to communicate workplace protections, rights, and pathways through trusted channels.
9. Final Campaign Report
A comprehensive final report summarizing the full implementation of the campaign, key achievements, gender-disaggregated engagement data, challenges encountered, lessons learned, and recommendations for sustaining social marketing efforts beyond the consultancy.
Duration and Location
The consultancy will be implemented over a period of six months, beginning on the agreed start date and concluding on the agreed end date as specified in the contract. The consultant is expected to maintain a presence in Iraq and conduct campaign activities across the four target governorates: Baghdad, Basra, Najaf, and Nineveh.
Financial Proposal and Reimbursable Expenses
Applicants are required to submit both a technical proposal and a financial proposal as part of their application package.
The financial proposal should include a detailed breakdown of consultancy fees for the duration of the assignment. The financial proposal must clearly identify costs associated with delivering the campaign activities, including content development, coordination of influencer engagements, digital campaign management, and any other professional services required to fulfill the consultancy.
All reimbursable expenses including but not limited to travel, accommodation, transportation, and other logistical costs will be covered directly by the project if needed. Therefore, the financial proposal should exclude any travel or logistical expenses and focus solely on consultancy fees and costs directly linked to the execution of this consultancy.
Required Qualifications and Experience
The ideal consultant should have the following qualifications and experience:
Application Process
Interested consultants are invited to submit a complete application package consisting of the following components:
1. Technical Proposal
A detailed proposal outlining:
2. Financial Proposal
A detailed financial proposal that includes:
3. Company Profile
A comprehensive profile that includes:
4. Work Samples / Portfolio
Relevant samples of past work, such as:
Applications should be submitted to [email protected] with the subject line: “Social Marketing Campaign Consultancy”
Only shortlisted applicants will be contacted for the next steps in the evaluation process.
Who can apply
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