inABLE Campaign

Terms of Reference

Introduction

inABLE is a not-for-profit organization based in Nairobi, Kenya. We envision a world where disability is not inability a community where individuals with disabilities have equal access to educational, technological and employment opportunities that non-disabled people have, plus changing negative perceptions of people with disabilities throughout Africa. We accomplish this vision by establishing assistive technology labs in schools for the blind and hosting the Inclusive Africa Conference.

In order to change negative perceptions about persons with disabilities, inABLE is planning a digital campaign consisting of five short documentary films. The campaign aims to showcase the real lives of Africans with disabilities from five different African countries encouraging empathy, understanding, and inclusion. Through this campaign, inABLE seeks to agitate for inclusion and ensure that people with disabilities are not only included, but also celebrated, empowered, and thriving in their communities.

The Need

Africa has a population of 1.4 billion and 15% have disabilities *UN. The true African disability story has not been told. The challenges are: 

• Their stories are told in a different voice – not by those with disabilities 
• Their stories are told in a negative light and from a sympathetic point of view
• Disability in Africa and globally is misunderstood
• Disability is considered a curse in some African communities

Objectives

The objectives of this campaign are to:

• Having People with disabilities sharing their stories from their own point of view.
• Mainstream disability conversations – Most people walk on eggshells when it comes to disability conversations. We hope to open up the discussion and make people comfortable to discuss, ask questions and reduce the fear of learning about disability
• Change the perception of people with disabilities across Africa, particularly among young people.
• Promote diversity and inclusion by showcasing the lives of people with disabilities from a point of power in Africa.
• Encourage empathy and understanding towards people with disabilities.
• Increase the visibility of people with disabilities in mainstream media.

The Scope

The campaign will consist of five documentary films showcasing the lives of people with disabilities from five African countries: Kenya, Nigeria, Ethiopia, South Africa, and Egypt. The films will be produced in English, Swahili, French, Amharic, Portuguese, and Arabic, with subtitles in other African languages. The films will be accompanied by a digital campaign that includes the following elements:

• Social media: The selected advertising agency will be responsible for creating and executing a social media marketing strategy that will increase the campaign’s visibility and engage with the target audience.
• Influencer partnerships: The agency will identify and partner with relevant influencers to amplify the campaign’s message and reach a wider audience.
• Website landing page: The agency will create and manage a dedicated campaign website landing page within the inABLE domain, with a call-to-action asking people to get involved, donate, share the videos, attend debates, or engage with activations.

Deliverables

The selected advertising agency will be responsible for delivering the following:

• Concept development and creative direction for the campaign: The agency will develop a concept and creative direction for the campaign that aligns with inABLE’s objectives and resonates with the target audience. The concept should be original, creative, and thought-provoking.
• Production of five documentary films: The agency will produce five documentary films showcasing the lives of people with disabilities from different parts of Africa. The films should be of a high standard, cinematically appealing, and include accessibility features such as embedded captions, audio description, sign language interpretation, and transcripts. They should also be engaging, informative, and inspiring.
• Cutdowns and versions: The agency will edit and deliver shorter versions of the films for various platforms, including vertical format 9:16 and horizontal format 16:9.
• Development and execution of a digital campaign: The agency will be responsible for the development and execution of the campaign, which will include social media, influencer partnerships, events and activations, PR outreach, and website landing pages.
• Creation of campaign materials such as digital posters, flyers, and other marketing collateral: The agency will create campaign materials such as digital posters, flyers, and other collateral that align with the campaign concept and creative direction.
• inABLE will provide various profiles to be featured in the documentary films.
• Photography: The agency will capture captivating images of the subjects, which will be used across the digital campaign.

Timeline

The first phase of the campaign is expected to run for a period of 5 months, starting from the date of agency selection until December 2023. There is a possibility of a next phase starting in 2024.

The timeline for the campaign is as follows:

• Concept development and campaign planning: 1 month
• Pre-production and documentary filming: 1 month
• Post-production: The videos must be submitted by October 31, 2023.
• Campaign execution begins in December 2023, after the videos have been internally approved by the inABLE Team.

Selection Criteria

The following criteria will be used to evaluate proposals from advertising agencies:

• Experience in producing high-quality videos, especially TVCs, and executing campaigns: The agency should have a proven track record of producing high-quality films and executing digital campaigns.
• Creativity and originality of proposed concepts: The agency should demonstrate a high level of creativity and originality in their proposed concept and creative direction for the campaign.
• Understanding of the target audience: The agency should demonstrate a deep understanding of the target audience, aged between 18 and 50 years old, and how to effectively engage with them.
• Ability to deliver within the proposed timeline and budget: The agency should demonstrate that they have the capacity to deliver the campaign within the proposed timeline and budget
• Disability Training: The agency needs to be willing to undergo disability mainstreaming and disability etiquette training provided by inABLE. This will be a physical 3-day training session in Nairobi, Kenya.

Submission of Proposals

Proposals should be submitted in PDF format via email to the inABLE team at vendors@inable.org no later than 5 PM EAT on Wednesday, July 19th, 2023. Proposals should include the following:

• Brief background of the agency: The agency should provide a brief profile of the company.
• Relevant experience and case studies: The agency should provide examples of similar projects it has undertaken, including case studies that demonstrate its ability to deliver high-quality work.
• Proposed concept and creative direction for the campaign: The agency should provide a detailed concept and creative direction for the campaign that aligns with the objectives of inABLE and resonates with the target audience.
• Proposed budget and timeline: The agency should provide a detailed breakdown of costs, including attendance at the disability training in Nairobi, Kenya for one key member of the team, and a timeline for the campaign.
• Team composition and roles: The agency should provide details of the key team that will be working on the project.

We look forward to receiving your proposals and working with you to create a campaign that will change the perception of people with disabilities across Africa.

To learn more about us, visit our website – https://inable.org/