Production of Public Service Announcements (PSAs) For Mureke Dusome Project

TERMS
OF REFERENCE

PRODUCTION
OF PUBLIC SERVICE ANNOUNCEMENTS (PSAs) FOR MUREKE DUSOME PROJECT

Background
and Rationale

Mureke
Dusome (which means ‘Let’s Read!’ in Kinyarwanda) is a 4-year USAID-funded
project that aims to foster partnerships between schools and the broader
community in a bid to improve literacy outcomes for children in primary grades
1-3. The project is being implemented by Save the Children and its
partner organization, Umuhuza and Urunana DC, in all 30 districts of the
country from January 2016 to January 2020. It also aims to foster strong
partnerships between schools, parents and communities to cre

ate a supportive
environment for children to read.

Mureke
Dusome project aims at achieving the following program goals:

Strengthen
the capacity of school leadership to promote school-community partnerships
and improve student literacy.
Increase
effective community and parental involvement to improve literacy skills
through community engagement and social and behavior change communication.
Foster
a culture of reading through civil society platforms and strengthening the
supply and demand of the children’s book industry.

The
production of Mureke Dusome project audio public service announcements is part
of its 2017 media campaign whereby more efforts will be invested in partnering
with community radios and building capacity for local media practitioners to
advance literacy and the culture of reading in particular.

Objectives

Mureke
Dusome intends to produce 8 public service announcements that will be used for
various purposes targeting the advancement of literacy and the culture of
reading in general. These will be aired through Radio Rwanda, its affiliated community
radios and other independent community radios that Mureke Dusome will work with
in 2017 as part of its media campaign. PSAs will be mainly used as follow:

Aired
on radio stations that have working agreements with Mureke Dusome
Used
during community outreach activities
Used
as discussion materials in community meetings

Public
Service Announcements will be targeting parents, children, local leaders,
School General Assembly Committees and the general public.

Specifications

Audio
materials should be engaging and creative
Audio
materials should be in Kinyarwanda
Should
send out a clear message
Should
have the highest audio quality
Should
be between 30-45 seconds

Mureke
Dusome role

Send
out messaging guidelines and a creative brief detailing all the technical
information of the PSA 2 weeks before starting the production
Review
the PSA and approve before the final product is released
Own
the full copyright of the PSAs

Producer’s
role

Produce
8 high quality audio public service announcements
Produce
PSAs that are in line with Mureke Dusome messaging and technical
information provided in the above specifications section
Produce
PSAs as per within the agreed timeline with Mureke Dusome staff
Send
the final version of the PSAs to Mureke Dusome focal person

Key
messages that will form the basis of all 8 PSAs in 2017

	Knowledge	Attitude	Practice
Parents	Reading is the foundation of all future learning and academic success. Parents play an important role in supporting children as they learn to read.	Model reading and writing in everyday life. Write a shopping list and read it together at the store as you check off items.	Ensure your child reads for at least a few minutes every day. Make sure boys and girls both have time to read at home.
Parents		Promoting early literacy is the work of many. Visit your child’s teacher to discuss progress and ways you can work together to support your child’s reading. Thank the teacher for his/her hard work.
Illiterate parents	Reading is the foundation of all future learning and academic success. If you aren’t able to read well, encourage your child to talk to you about the pictures as they turn pages singing with them and telling them stories.		Sit and read with your child for at least a few minutes every day. If you aren’t able to read well, encourage your child to talk to you about the pictures as they turn pages.
Children and youth	Reading is the foundation of all future learning and academic success. It is a process that begins from infancy.	Reading is fun! You can experience exciting stories about children like you or learn about far-away places.	Make time to read every day. You can choose a book to read alone, with friends or with family.
	The more you read, the more you will know. Books make you intelligent and help you learn new things.		Find a reading buddy. Make time to read together and help each other improve your reading.
			Participate in reading events in your community. Visit libraries or bookshops to learn about what reading materials are available.
Teachers and SGACs	Reading is the foundation of all future learning and academic success. It is a process that begins from infancy.	Encourage parents to visit to discuss their child’s progress. Talk about how you can work together to support the child’s reading development.	In pre-primary and primary levels, make time for reading every day. In younger classes you should read books aloud to children so they learn to love reading.
Teachers and SGACs	Support children at all ages with reading. The earlier a child starts developing reading habits, the better!		Let students of all ages use books in class and take them home. Ensure boys, girls and children with disabilities are given the support they need.
			Make your classroom print-rich by hanging displays, words and charts on the walls. Children will benefit from seeing print all around them.
Local leaders	Reading is the foundation of all future learning and academic success. It is directly linked to Rwanda achieving development goals.	Be a role model for reading in your community. Read in public places, carry a book with you and talk to others about what you are reading.	Use opportunities such as Umuganda and other meetings to sensitize communities on the importance of reading. Inform them that reading helps us be skilled, informed, and to develop ourselves, communities and country.
			Discuss with your community how to set reading goals. Plan regular open meetings to discuss progress.
			Partner with a local school or library to organize reading events, festivals or competitions.