TERMS OF REFERENCES FOR DEVELOPING COMMUNICATIONS, ADVOCACY
AND BRANDING STRATEGY
Background
The Sub-Saharan Africa Regional Capacity Building for Civil Society project is a regional
project with large financial support from the Global Environment Facility (GEF), which is
aimed at strengthening the institutional capacity of Civil Society Organizations (CSOs)
working in the area of sustainable land management (SLM). Through support to these CSOs,
a stronger and more effective civil society will enhance the effectiveness of government
efforts to implement the United Nations Convention to Combat Desertification’s (UNCCD)
program of work, facilitate the work of communities to prevent and/or control land
degradation and promote the use of more effective and SLM practices. This will be achieved
through stronger participation of civil society and grassroots communities in key SLM
policy processes such as the TerrAfrica program, which also includes the Comprehensive
African Agriculture Development Program (CAADP) land management compacts
championed by the New Partnership for Africa’s Development (NEPAD). By increasing the
involvement of local stakeholders in the international debate on environment and human
development, Africa-based CSOs will be well placed to articulate regional views and help
negotiate better deals for the region while ensuring that resources mobilized are utilized in a
transparent and accountable manner.
This project will therefore remove the barriers to CSO effectiveness to facilitate community
participation in SLM within the context of the UNCCD Ten Year Strategy, whose goal is to
improve the socio-economic development and livelihoods of rural communities in SubSaharan Africa through SLM. Its objective is to empower local grassroots organizations in
Sub-Saharan Africa to participate and influence the implementation of the UNCCD,
TerrAfrica and other SLM processes, programmes and policies. This objective will be
achieved through two related interventions with three outcomes:
1: Capacity building of CSO to facilitate community participation in national, regional and
international SLM policy and programs. Under this intervention, the project will strengthen
the policy, practice and science/knowledge cycle to increase systemic and individual
capacity of civil society to facilitate communities to tackle land degradation, adapt to climate
change, and participate in land use and land investment decision-making processes. The
intervention is expected to yield two key outcomes:
a) Increasing technical capacity of CSO to support on-the ground-SLM initiatives and
knowledge based advocacy; and,
b) Establishment of partnerships for effective coordination and knowledge transfer.
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2: Enhancement of community voices and innovation in SLM: This will be achieved through
one key outcome (outcome 3) - International SLM dialogue and policy processes effectively
informed by community opinion and knowledge.
Purpose of the Consultancy
The communication, advocacy and branding strategy will be an important tool for
coordination and improvement of the visibility of the project. Since the project covers subSaharan Africa, and is implemented by different entities, having such a strategy remains an
effective way of achieving a harmonized approach in the implementation of certain aspects
of the project. The strategy will define the principles and standards of communications, and
enhance the communication flow within the project. The strategy is to be designed for the
next one and a half years, upon which the project is expected to be phase out in December,
2015. The role of the Consultant will be to develop the best possible strategy for enhancing
communication, advocacy and branding of the project to achieve its objectives more
effectively.
Scope of the Consultancy
The scope of the consultancy covers an array of issues itemized below:
a) Defining communications needs of the project;
b) Analysis of relevant distribution channels and media (both traditional and social) for
the project;
c)
Analysis and presentation on best ways to engage with media for the winners of the
Equator Prize for SLM in SSA, in consultation with the Equator Initiative team; and
d) Proposal of educational and information materials to fulfil component 1 (capacity
development) of the project.
N.B: Geographically, the scope of the work covers Sub Saharan Africa
Objectives of the Consultancy
The overall goal of this consultancy is to develop a communication, advocacy and branding
strategy for the project.
Specific objectives:
Specifically the consultancy will:
a) Develop a communication, advocacy and branding strategy for "Improving Sustainable
Land Management (SLM) & United Nations Convention to Combat Desertification (UNCCD)
Policy & Practice Interaction in Sub-Sahara Africa through Civil Society Capacity Building
(CSO Project)" so as to promote more effective policy dialogue by CSOs on sustainable land
management in Sub Saharan Africa.
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b) Develop a communication and branding strategy that will help to enhance coordination
of sub-Saharan civil society organizations working on sustainable land management
Deliverables
1. Draft communication, advocacy and branding strategy
2. A final strategy inclusive of Action Plans, subject to approval by OSISA, setting out:

Detailed dissemination strategy developed, with recommended outlets and
media for reaching the public and audiences identified;

Proposals proffered on the types of educational and informational materials for
use as part of the strategy;

An implementation plan, including a detailed resource list and estimated budget
submitted and approved by OSISA;

A Gantt chart timetabling the roll-out of the communication, advocacy and
branding strategy submitted and agreed with OSISA; and

A draft evaluation instrument for measuring the achievement of the goals and
targets of the strategy submitted and approved by OSISA.
Expected Outputs:
The expected outputs from the Consultancy are:
1. A methodology and work plan outlining the programme of work of the consultancy;
2. An presentation to OSISA on the draft strategy;
3. Templates for communication, advocacy and branding strategy to be used by
various implementing partners; and
4. A final project strategy on communication, advocacy and branding strategy.
Timeframe
It is envisaged that the assignment will commence on 5th September, 2014. The engagement
for the consultancy is a total of 10 working days, to be finalized within a maximum of 3
weeks after signing the contract.
Required Competencies
Interested consultants should possess high-level experience in developing communications,
advocacy and branding strategies, preferably for international organizations with a focus on
natural resources management, sustainable land management or related fields. The
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experience must include proven ability to present completed work with a high degree of
accuracy and technical quality in a relatively short time.
The minimum key expertise of the service provider shall cover the following:


Full command of and fluency in English, both spoken and written;
The Consultant must have a minimum of 3-5 years of work experience in the
preferred area; and

The Consultant must have experience in conducting communications needs analysis
and strategic design as well as in managing communications and advocacy
campaigns.
It is anticipated that the Consultant will flexibly operate from the OSISA office in
Johannesburg for the duration of the assignment. This is to facilitate access to
documentation for analysis and to the project management unit staff, as well as to utilise
OSISA telephone and conferencing facilities for key informant interviews.
Proposal Submission
Interested Consultants are required to submit an electronic proposal. Proposals should
include:
i)
ii)
iii)
iv)
proposed methodology and implementation timeframe;
Detailed and updated CV;
Statement of availability; and
Budget
Submissions should be sent to: The Project Coordinator, SLM Project, at
csocommunications@osisa.org, with the title “CSO Project Communication Strategy”, not
later than August 22nd 2014 at 16:00 hours.
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