Request for Proposal (RFP) COVID-19 Influencing Gender Norms Campaign

Opportunity with Investing in Women

Request for Proposals: COVID-19 Influencing Gender Norms Campaigns

Investing in Women, an Initiative of the Australian Government managed by Abt Associates Pty Ltd, is calling for proposals from organizations in Vietnam to implement creative social media campaigns in Vietnam to positively influence specific gender norms among targeted urban millennials in direct response to the COVID-19 pandemic.

The campaigns will use social media to promote positive models of behaviour in areas where men and women often have stereotyped roles. For example, men and women sharing housework and caring responsibilities; women and men in careers not usually associated with their sex. The campaigns will be informed by market or audience research that explores the latest situation regarding specific roles and expectations of women and men, particularly identifying areas of ‘positive deviance’ that have resulted from the restrictions imposed by the pandemic (eg men sharing more caring responsibilities). Campaigns will run from 12 to 22 months.

Investing in Women is already working with partner organizations in Indonesia, the Philippines and Vietnam. This new partnerships sought through this Request for Proposals will complement the diverse network of local voices and influencers undertaking impactful campaigns to positively break down some of the stereotypes constraining urban millennials in the workplace.

The Request for Proposals can be found on this link at the IW website. Proposals must be received by Monday 21 December 2020 at 4:00 PM, Vietnam local time.