Communications and Visibility Consultancy

Danish Refugee Council

The consultant will be required to develop and disseminate a suite of integrated communication products. The methodology for each output must be strategically grounded, evidence-based, centered on human dignity, and participatory. All outputs must strategically highlight the age, gender, and inclusion empowering elements of CCY's activities, the nexus between the CCY program pillars and adhere to the specified donor guidelines.

1 Media Engagement: High-Impact Press Releases

• Task: Produce and secure publication of at least two high-impact press releases via major international and regional media outlets.
• Strategic Element: The press releases must transcend simple activity announcements to function as data-driven pieces. The methodology will involve synthesizing quantitative data from CCY's monitoring systems with interviews from the field. This will position CCY and the EU as effective and accountable leaders in humanitarian response and resilience-building. The press releases will be built around compelling quotes and case studies from the field.
• DG ECHO Guideline Reference: All press releases must be developed in coordination with the DG ECHO communications team for review and approval prior to dissemination. They must use the correct funding statement - Funded by the European Union - and include the official disclaimer where appropriate, ensuring full compliance with media outreach protocols.

2 Audiovisual Storytelling: Emotionally Resonant Videos

• Task: Produce and disseminate six videos: five short, emotionally resonant human-interest videos (maximum 120 seconds each) optimized for social media, and one longer-form documentary (5 - 7 minutes) for donor events, high-level meetings, and advocacy purposes. The videos will be in Arabic with subtitles translated into English .
• Strategic Element: The videos will employ powerful, character-driven storytelling to build an emotional connection between European audiences and the human impact of EU funding. The methodology will prioritize authentic, dignified portrayals that inspire empathy and support, consciously avoiding narratives of victimhood. The short videos will spotlight diverse individuals showcasing their agency and empowerment. The documentary will trace the complete journey of one or two families, vividly illustrating their transition from receiving emergency MPCA to achieving sustainable livelihoods through the AMAL project, thereby demonstrating the nexus in action.
• DG ECHO Guideline Reference: Videos must display the EU emblem with the accompanying text "Funded by the European Union" at the end. The consultant must secure written, informed consent from all subjects, with special protocols for minors, and ensure that no AI-generated imagery is used to create a "fake reality." The consultant must produce a draft video script for review before filming the final video. In addition to the final video, the consultant will produce versions for Facebook, X, and Instagram, and short flash video excerpts. Music used in the video should be royalty free. The EU retains a royalty-free, non-exclusive, and irrevocable license to use all produced material.

3 Human Interest Stories: Resilience in Action

• Task: Develop and publish at least 10 high-quality, long-form human-interest stories , accompanied by professional captioned photographs.
• Strategic Element: These stories will serve as in-depth, qualitative evidence of program impact, moving beyond statistics to explore the nuances of resilience, dignity, and hope. They will form a foundational content repository, providing rich material for press releases, social media, and donor reporting. Stories will feature a diverse range of voices beneficiaries, CCY staff, community leaders, local authorities and will be structured to highlight the age, gender and inclusion empowering aspects of program design.
• DG ECHO Guideline Reference: Stories must clearly acknowledge the EU's role in the narrative. They must be accompanied by high-quality photographs with proper credit and consent documentation. Published formats must include the official EU disclaimer where applicable.

4 Multi-Platform Social Media Campaigns: Targeted Digital Engagement

• Task: Design and launch a targeted, multi-platform social media campaign using paid promotion and organic content on platforms such as Facebook, Instagram, X, TikTok, and YouTube. The multi-platform social media campaign will be bilingual , with versions in Arabic and English for different audiences.
• Strategic Element: The campaign will be strategically designed to reach specific, segmented audiences within Yemen, the Middle East the EU, including the general public and policy-focused communities. The methodology will be data-driven, employing visuals and tailored messaging to optimize engagement, reach, and message retention, ensuring the narrative of EU-funded impact is effectively communicated and understood. Content will be custom-tailored for each platform, utilizing infographics, short video clips, and quote cards derived from the human-interest stories to tell the MPCA-to-AMAL story in a visually compelling and easily shareable format. Additionally, the campaign will produce news articles for publication in The New Humanitarian and Devex. These articles will draw on CCY's research to illustrate its direct relevance to humanitarian responses on the ground.
• DG ECHO Guideline Reference: All posts must tag the relevant EU and DG ECHO social media accounts and use official hashtags (e.g., #EUHumanitarianAid, #EUCivilProtection). The EU funding statement must be clearly visible in visual assets or included in the post text.