Consultancy Services for Strategic Communication

Consultancy Services for Strategic Communication & Counter-Narrative Initiative

Job Status :

Terms of Reference (ToRs)

Consultancy Services for Strategic Communication & Counter-Narrative Initiative

Project Title:

Strengthening Strategic Communication to Counter Terrorism, Financing of Terrorism, and Prevent Violent Extremism in Pakistan

Implementing Organization:

Sustainable Social Development Organization (SSDO)

Duration:

[6 months]

1. Background and Context

Pakistan continues to face evolving challenges related to terrorism, violent extremism, and the financing of terrorism. While security responses remain important, there is growing emphasis under the National Action Plan on preventive, non-kinetic approaches, including strategic communication and counter-narratives. Digital platforms are increasingly used by extremist actors to spread propaganda and recruit, with certain groups more exposed due to socio-economic and informational gaps. At the same time, there is a need for more coordinated, evidence-based, and inclusive communication efforts aligned with national priorities to counter terrorism. To support this work, SSDO aims to engage qualified firm with expertise in strategic communication, digital media, behavioural insights, and related areas.

2. Objective of the Consultancy

The overall objective of this consultancy is to design and operationalize an evidence-based, gender-responsive Strategic Communication and Counter-Narrative Framework and support the development of high-impact multimedia campaign products to counter extremist narratives and reduce vulnerability to radicalization in Pakistan.

3. Scope of Work

The selected consultant firm will work under the supervision of SSDO and in coordination with relevant stakeholders to deliver the following:

3.1 Development of Strategic Communication Framework

• Conduct stakeholder mapping and consultations with:
• Parliamentarians
• Relevant government institutions at federal and provincial levels
• Law enforcement agencies (LEAs) and counter-terrorism departments
• Media professionals and digital platforms
• Academia and civil society organizations
• Women’s rights groups and youth representatives

• Undertake narrative analysis, including:
• Mapping dominant extremist narratives and messaging patterns
• Identifying dissemination channels (digital and offline)
• Assessing vulnerabilities of target groups
• Priority target audiences (youth, women, at-risk communities)
• Thematic counter-narrative pillars aligned with national priorities under NAP
• Messaging architecture (tone, language, framing, inclusivity)
• Platform-specific dissemination strategies (social media, community outreach)
• Monitoring, Evaluation, and Learning (MEL) framework with gender-disaggregated indicators

3.2 Content Development & Campaign Design

• Conceptualize and design a multi-platform counter-narrative campaign targeting at least 500,000 individuals
• Short videos
• Podcasts
• Infographics
• Testimonials and storytelling content

3.3 Behavioural Insights Integration

• Apply behavioural science approaches to:
• Understand drivers of radicalization
• Enhance message effectiveness and audience engagement

• Test and refine messaging using audience feedback and analytics

3.4 Campaign Implementation Support

• Provide technical guidance for:
• Digital dissemination strategies (Facebook, X, Instagram, YouTube, LinkedIn, WhatsApp)
• Audience targeting and engagement optimization

• Support coordination with:
• Regulatory and monitoring bodies overseeing digital and media spaces
• Provincial and district-level stakeholders where applicable

3.5 Quality Assurance and Stakeholder Validation

• Stakeholder validation Consultations

• Ensure all outputs align with:
• National CT/CFT and P/CVE priorities
• Human rights, rule of law, and gender equality principles

The consultant firm will be responsible for delivering:

• Inception Report (methodology, work plan, stakeholder engagement plan)
• Narrative Analysis & Stakeholder Mapping Report
• Strategic Communication & Counter-Narrative Framework
• Multimedia Communication Products (agreed quantity and formats)
• Monitoring & Evaluation Framework
• Final Report (including campaign performance insights and recommendations)

5. Reporting and Coordination

The consultant firm will:

• Report directly to SSDO Project Director