TERMS OF REFERENCE
MEDIA CAMPAIGN
CONTRACT NO: 2022/441-344
Advancing the Legal and Social Matrix to prevent Femicide
and Gender-based Violence in Bosnia and Herzegovina
CONTRACTING AUTHORITY
EUROPEAN COMMISSION
BACKGROUND
Violence against women in Bosnia and Herzegovina (BiH) is widespread, but often goes unnoticed until the final iteration – murder.
Although there are legal measures to deter and punish violence against women, experts warn that these are not adequate, a fact to which recent murders attest. In addition, femicide still lacks a universally agreed-upon definition, as well as recognition as a distinct criminal offence under BiH law.
Support services for victims of violence are largely gender-insensitive and thus fail to meet the specific needs of women who are physically and/or sexually abused. Furthermore, courtroom statistics show that male perpetrators of violence against women are often given conditional or inordinately low prison sentences and that enforcing female victims’ right to compensation for damages and costs incurred as a result of violence is still the exception rather than the rule.
The cultural matrix of violence and sexist attitudes are still deeply rooted in Bosnian society. It is easy to see that the causes of femicide should be sought in the position of women and gender roles, where two-thirds of people believe that violence against women by partners, acquaintances, or strangers is common and where the general opinion is that women should be subordinate to men. In addition to the general presence of stereotypes and prejudices, and attitudes about violence against women, the causes of femicide are often riddled with misconceptions. The most common misconception is that killing a woman happens suddenly in an extreme situation. It is also a misconception that women are killed only by dysfunctional m BiH Agency for Gender Equality, collected data from judicial institutions and non-governmental organisations that stated a total of 56 women were killed in BiH in a relatively short period from 2015 to 2019, but these killings were not treated as femicide. Even 48% of women in BiH have experienced some form of violence: sexual harassment, stalking, violence by an intimate partner or non-partner from the age of 15
Bearing in mind the overall atmosphere in BiH, political, social and economic instability, inadequate media coverage as well as public misperception of femicide and overall, of gender-based violence, it is realistic to expect that these numbers may significantly increasing, as well as that women somehow provoked the perpetrator, and that they “deserved” that murder.
OVERALL OBJECTIVE OF THE PROJECT
The overall objective is to protect human rights and fundamental freedoms of women and girls and to challenge the cultural and social matrix of gender-based violence in BiH primarily by promoting elimination, prevention, and protection from femicide in support to Council of Europe Convention on preventing and combating violence against women and domestic violence (Istanbul Convention).
SPECIFIC OBJECTIVES
Specific objectives of this project are to advocate for improved legislation, referral mechanisms, and changing legal norms and practices in the treatment of femicide.
EXPECTED DELIVERABLES/RESULTS:
Ja bih u EU would like to invite companies for placement of media materials that will be produced as part of the project’s campaign. The campaign will consist of the following:
• TV campaign – placement of two [2] up to 30-second spots on 8 stations with highest both AMR and SHR. TV media strategy planned includes three flights with 15 days on air. Total of 600 airings of 30 seconds TVCs or 12 000 seconds in the air. As a part of the TV, the campaign will be organised of 3 TV appearances on PBS.
• Placement of documentaries – Placement of 2 documentaries, up to 5 minutes, on 3 PBS
• Radio/ web campaign – Organising of three (3) up to 1-hour radio podcasts on top stations
• Campaign on web portals – Campaign on 5 most visited web portals, in two flights, minimum of 2 million impressions
• Social Media campaign – Campaign on social media, including boosting (Facebook, YouTube, Twitter), with planned reach of 2 million
• Media monitoring report
• Post buy analysis
The duration of campaign is throughout the project time (until 31 December 2025): The campaign flights will be agreed with Ja bih u EU. The campaign material will be approved by EUD.
Qualifications and skills:
General professional experience:
• At least 5 years of experience in conduct of media campaigns.
Specific requirements:
• The company is registered in the field of marketing and/or media placement.
• The company has a portfolio in implementing mainstream media campaigns with minimum 3 successfully accomplished media campaigns.
OPEN POSITIONS: 1
WORKPLACE
Bosnia and Herzegovina
Note: All the documents produced must satisfy European Union visibility requirements including European Union logo, information on funding as well as disclaimer.
DEADLINE
The Applicants shall deliver their applications to email info@jabiheu.ba, or address Ćumurija 2, Sarajevo, until 28 June 2023. The evaluation will be based on 60% technical bid (20% references, 40% media plan) and 40% financial bid.
