FGM Social Media Campaign Toolkit Terms of Reference

Sonke Gender Justice (Sonke) is looking for a consultant to develop a Social Media Campaign Toolkit on the role of engaging men and boys to end FGM. The purpose of the Social Media Campaign is to provide strategic guidance on approaches and messaging to promote male engagement in addressing Female Genital Mutilation (FGM), as well as how to make the social campaign on ending FGM more visible on the ground and in alignment with feminist principles. 


Sonke Gender Justice, established in 2006, is an organisation that strives to prevent domestic and sexual violence, reduce the spread and impact of HIV and AIDS, and promote gender equality and human rights. Sonke ’s work is in all of South Africa’s nine provinces and also in 22 countries across Southern, Eastern, Central and Western Africa, and globally in partnership with United Nations agencies, members of the MenEngage Alliance and other international networks and affiliates.

Sonke is a founding member of MenEngage, a global alliance made up of dozens of country networks across the world, hundreds of non-governmental organisations as well as UN partners. MenEngage works collectively and individually towards advancing gender justice, human rights, and social justice to achieve a world in which all can enjoy healthy, fulfilling, and equitable relationships and their full potential. The global Alliance consists of representatives from each continent who in turn coordinate the country networks in their respective continents. Sonke is also the secretariat and co-chair of MenEngage Africa (MEA) Alliance, which consists of 22 countries. Sonke provides capacity building and technical support to partners within the MEA Alliance. 

MEA, the regional network of the MenEngage Global Alliance, is a network of civil society organisations and activists formed in 2006 with the goal of working in partnership to promote the engagement of men and boys in achieving gender equality, preventing HIV, promoting human rights and reducing violence at all levels across the continent, including questioning the structural barriers that drive gender inequalities. The membership of MEA consists of a range of civil society organisations representing women’s rights, HIV/Aids, LGBTQIA+ rights, youth and child rights, refugees and migrants, and social justice constituencies. All 22 MEA country networks have existing and strive to build stronger, working relations with feminist women’s rights, child rights and youth movements, LGBTIQA+ rights movement and other social justice movements, as well as local and national governments and UN agencies, which are seen as strategic partners. The country networks aim to undertake joint programming, research, and policy and advocacy activities to contribute to the achievement of gender equality.

Among other things, as part of its 5-year Strategic Plan, MEA seeks to contribute to the elimination of all forms of discrimination, violence and harmful practices against all women and girls including Female Genital Mutilation (FGM). FGM is internationally recognised as a violation of womxn’s rights. In common with other forms of gender-based violence (GBV), it is considered a breach of a woman’s fundamental right to life, liberty, security, dignity, and equality. The practice is perpetuated by an entrenched sense of social obligation and is endorsed for perceived cultural, social, economic, religious, or hygienic reasons, including marriage suitability, controlling womxn’s sexuality and rites of passage. Rigid gender norms and harmful practices that determine individuals’ behaviour, causing GBV and gender injustice, are upheld and reinforced by the community, civil society, and state institutions alike. National governments, although often “progressive” at the international level, for a number of reasons, fail to formulate and/or implement laws, policies and programmes that address the root causes of GBV and gender injustice, and are rarely held accountable when womxn’s rights are violated. 

Thus, as part of its initiatives to address FGM under UNFPA-UNICEF Spotlight Initiative, MEA is running a social media campaign on ending FGM which promotes engaging men and boys. MEA seeks to develop content for the social media campaign which aligns with and amplifies feminist work in addressing FGM.

Consultancy Objectives, Purpose and Expected Results

Overall Objective

The overall goal of the consultancy is to develop a Social Media Campaign Toolkit on the role of engaging men and boys to end FGM. The purpose of the Social Media Campaigns is to provide strategic guidance on approaches and messaging to promote male engagement in addressing Female Genital Mutilation (FGM). The Toolkit will also include steps on how the campaign can be implemented and branded to make it more visible. The key targets for the campaign include community members, national and regional policymakers, decision-makers, and civil society. 


The consultant will be expected to deliver the following outputs:

  1. A Social Media Campaign Toolkit on the role of men and boys in ending FGM

Location and Timing  

The consultant will work from where they are based.


The project should be completed within 10-15days. 

Required Expertise 

  • Strong conceptual and research/analytical skills with the ability to quickly analyse data and information from different sources and produce coherent reports.
  • Exceptional written and oral communication skills, with strong demonstrated ability to convey complex ideas in a clear, direct, and lively style.
  • Strong understanding of gender transformative language. 
  • Expertise social media communication, branding and media marketing
  • Extensive work experience and proven record in campaigns.

How to apply

Should you wish to apply, please send a detailed proposal, quote, and CV no later than 28  November 2021 to:

Mpiwa Mangwiro
Regional Campaigns and Advocacy Specialist
Email: mpiwa@genderjustice.org.za


Mabel Sengendo
Regional Programmes Unit Manager
Email: mabel@genderjustice.org.za


Given Sigauqwe
CSI Unit Manager
Email: given@genderjustice.org.za 

Closing Date

28 November 2021