TERMS OF REFERENCE - NATIONAL CONSULTANT

To Conduct a baseline survey on media consumptionamong potential and returned migrants

1. General Introduction

The development of a baseline survey on social media consumption among potential and returned migrants falls under the framework of the "Migrant Assistance and Protection Programme" (MAPP) which is implemented with funds from the Population, Refugees, and Migration Bureau of the U.S. Department of State (PRM) by the International Organization for Migration (IOM).

The overall objective of the project "Migrant Assistance and Protection Programme" is to contribute to improving the well-being of vulnerable migrants in the Greater Mekong Subregion (GMS) and Malaysia. The project aims to achieve the following objectives:

1.   Government and non-government agencies effectively and efficiently protect vulnerable migrants;

2.   Vulnerable migrants in the GMS demonstrate sufficient confidence to avail themselves of direct assistance; and

3.   Governments and international organizations in countries of origin and destination demonstrate a sustained commitment to dialogue and collaboration though regional mechanisms.

Social media channels, especially Facebook, are very popular means of information for both potential and returned migrants.  Therefore, social media provides an opportunity for IOM to promote safe migration, and other related issues, to broader audiences. A baseline survey on social media consumption by potential and returned migrants will increase understanding on the use of social media amongst these communities and inform future communications campaigns.

The survey, with information gained from questionnaires filled by potential and returned migrants, aims to explore the practice, trend, interest, knowledge and attitude of social media consumption among potential and returned migrants in Viet Nam, with a focus on  top labour-sending provinces such as Nghe An.

2. Background information

Promotion of safe migration through awareness raising campaigns has always been one of the key strategies in IOM’s approach in Viet Nam. In the past, traditional communication methods with personal and direct contact were the most adopted channels. Currently in Vietnam, with a population of 90 million people, awareness raising campaigns must use innovative digital channels in order to inform vulnerable source communities beyond the reach of traditional information activities. Ensuring potential migrant communities can access accurate information about migration options and risks is crucial to addressing the challenges posed by the criminal activities of migrant traffickers and smugglers

Research on media use in Vietnam confirms the need to use digital communication channels to reach communities: According to a joint study conducted in 2013 by Gallub and the Broadcasting Board of Governors, 9 in 10 Vietnamese (89.8%) say they access news at least daily, while 93.9% do so at least once a week. Weekly access to TV news was not effected by gender, education or urban vs. rural residence. In addition, the data indicates that more than three-quarters of adults (77.6%) own a personal mobile phone.

Figures from the Tele-communication Department of Ministry of Information and Communication reveals that by end of 2015, 52% of Vietnamese population have and do access the Internet. Broadband Internet subscription has reached 36.28 million, with the rate of 40.1 subscribers / 100 inhabitants.

While Vietnam’s government-run VTV television network continues to dominate the country’s media landscape, the study sheds light on a strong generational shift: Young people are more likely to rely on online sources for information — most popular are the Vietnamese news and information portals 24 Gio and Dantri.com, and the global social media giant Facebook. With regards to social media use in Vietnam, Google Plus, Facebook and YouTube represent the top tier of services, followed by Zing Me, a social networking service, and the Vietnamese instant messaging app Zalo. Unsurprisingly, victims routinely view social media as the most effective communication tool to raise awareness of human trafficking issues.

Crucially, this shift presents important opportunities to disseminate information on safe migration to a broader audience. The baseline survey will explore how IOM can take advantage of these important opportunities.

3. Objectives of the survey

The survey will explore media consumption among potential and returned migrants, including their:

• knowledge of messaging and information disseminated through social media channels;
• use of different social media channels, to identify trends in social media consumption; and to identify the most effective channels and forms of successful messages on safe migration; and
• attitude, reaction and response to various social media channels and messaging.

The findings will inform recommendations for future communications including:

• effective message design and content, including what information potential migrants mainly look for when seeking information on migration (Eg. experiences of others, broker fees, living and working conditions in destination countries, communities already present in destination countries etc);
• effective targeting techniques, including which audiences categories should be focused on (Eg. specific targeting of vulnerable migrants and/or general targeting of labour migrants); and
• which social media channels will most effectively reach IOM’s key audiences.

4. Methodology

The consultant will develop the methodology in detail.

Key informants include (but are not limited to): potential migrants and returned migrants

The consultant should include (without being limited to) the following methods:

• Questionnaires;
• Desk review of relevant documents;
• Individual interviews and focus group discussions; and
• Presentation/validation of preliminary findings and recommendations with key stakeholders (which may include persons interviewed) to confirm facts and key findings.

Gender analysis should be mainstreamed throughout the evaluation report.

5. Responsibilities of the consultant

The national consultants will take on the following responsibilities:

• Design the survey questionnaires;
• Identify channels to reach potential and returned migrants;
• Undertake sample testing for survey questionnaires;
• Survey a minimum of 100 people offline and 300 people online;
• Conduct Focus Group Discussions and in-depth interviews if appropriate;
• Lead data collection;
• Analyse data and provide input to the identification of key finding in an evaluation reports;
• Develop the draft and final reports; and
• Report to the MAPP Project Officer about the progress of the survey development process.

6. Expected outputs

• A survey questionnaire that explores the practice, trend, interest, knowledge and attitude of media consumption among potential and returned migrants;
• A draft report (in English and Vietnamese) for circulation and identification of factual corrections from stakeholders and IOM;
• A final evaluation report (in English and Vietnamese); and
• A presentation on preliminary evaluation findings for validation at a stakeholder consultation meeting.

7. Requirements for the national consultant

• At least five years’ experience conducting evaluations of communication campaigns and producing communication material;
• Knowledge and understanding of the Vietnamese safe migration context;
• Extensive research experience;
• Excellent written and spoken English, including the ability to present findings and recommendations to audiences;
• Postgraduate (or equivalent) qualifications in a relevant discipline;
• Excellent report writing skills; and
• Demonstrated ability to deliver quality results within strict deadlines.

8. Tentative timing of engagement

From 6th February to 18th February 2017.

9. Application instruction

All interested candidates can send their completed applications, including CV/resume, and copies of diplomas and certificates, via one of these following ways:

• Submitted electronically to [email protected], and CC [email protected]. Email’s subject must follow the pattern: [PRM 2017] Application for National Consultant_Your Full Name.
• Delivered to the IOM Mission Office at 304 Kim Ma Street, Ba Dinh District, Hanoi.

      Deadline: 31st January 2017.

If you have any further questions, please contact Mr. Luong Manh Ha at [email protected].