• Organization: MenEngage Alliance
• Campaign Focus: Engaging Men and Boys for Gender Justice and Countering Anti-Feminist Backlash
• Project timing: July-December 2025
• Budget: $25,000-30,000 USD
• Application deadline: 23th June 2025, 17:00 BST
• Appointment Target Date: 4 July 2025

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1. Introduction to MenEngage Alliance

MenEngage Alliance is a global network of over 1000 organizations and individuals, spanning across every region of the world. For over two decades, we have been working to engage men and boys in achieving gender equality, challenging masculinities, and ending gender-based violence. Our work is guided by a commitment to feminist principles and an intersectional approach, recognizing that gender justice requires transforming patriarchal systems and supporting the leadership of women, girls, and LGBTQIA+ individuals.

Our unique position as a network directly engaging at the nexus of patriarchy, masculinities, and working with men and boys has given us a frontline view of the backlash against gender equality. This anti-feminist sentiment manifests from community levels to international politics, leading to a rollback of progress and further entrenching harmful norms. It is within this urgent context that we are launching a proactive, collective, and global campaign.

2. Campaign Background and Objectives

The growing concern around backlash against gender equality has been a long-running thread across all levels of MenEngage Alliance. This has spurred us to develop a concerted response, including comprehensive consultations with our regional networks on how backlash is showing up, and a push to develop clear advocacy positions for policymakers and programs.

Working collectively to shift the public narrative, including through public-facing communications campaigns, has also emerged as a strategic priority for members of MenEngage Alliance. To that end, the global Communications Working Group and Youth Reference Group envision a collective, annual, international campaign designed to proactively involve men and boys in challenging and ending sexism, misogyny, gender-based discrimination, and violence against women, girls, and LGBTQIA+ individuals. Crucially, this campaign will also foster pathways to support men and boys in breaking free from harmful gender stereotypes and resisting anti-feminist narratives.

The core objectives of this campaign are to:

• Counter Anti-Feminist Backlash: Directly address and challenge harmful narratives and anti-feminist messaging targeting men and boys.
• Amplify Gender-Transformative Messages: Promote positive, equitable gender norms and actively engage men and boys as allies for gender justice.
• Mobilize and Equip: Empower MenEngage networks and members with collective tools and resources to effectively engage men and boys in this effort.
• Build critical mass through collective action: Maximize co-ownership and co-leadership across diverse partners for greater global impact.
• Ensure Grassroots Relevance: Be informed and shaped by the direct experiences and insights of those working with men and boys on the ground.
• Drive Long-Term Impact: Build a sustained, growing effort that complements existing initiatives and drives lasting change.

For more detail about the campaign background, aims, and suggested plan, see the full Concept Note.

3. Scope of Work and Services Required

MenEngage Alliance is seeking a communications agency or professional to serve as a project partner in supporting the development and launch of this vital 2025 campaign. The selected agency will be instrumental in translating our vision into tangible, impactful communications products and strategies. This will involve supporting MenEngage Alliance in all the steps outlined in our internal campaign development document, which include, but are not limited to, the following key areas:

• Strategic Communications Planning: Collaborate with MenEngage Alliance to refine and finalize the overall communications strategy for the 2025 campaign, ensuring alignment with campaign objectives and target audiences.
• Messaging Framework Development and testing: Lead the development of a clear, compelling, and consistent messaging framework that resonates with diverse audiences of men and boys globally, while upholding intersectional feminist principles. This will include incorporating feedback from diverse feminist voices..
• Branding and Visual Identity: Develop a distinct and engaging visual identity and branding guidelines for the campaign that is accessible, inclusive, and impactful across various platforms.
• Content Creation & Production: Support the conceptualization, development, and production of a range of communications materials and content, which may include:
  • Key message framework
  • Digital assets (social media graphics, videos, animations)
  • Campaign toolkits and resource guides for MenEngage members
  • Website/landing page content support
  • Press releases and media outreach materials

• Digital Engagement Strategy: Advise on and support the implementation of digital outreach and engagement strategies to reach target audiences effectively, particularly men and boys exposed to anti-feminist messaging.
• Campaign Launch Support: Provide technical and creative support for the official launch of the 2025 campaign.
• Monitoring & Evaluation Support: Advise on basic communications metrics and support the initial tracking of campaign reach and engagement where applicable within the project scope. Provide an evaluation.
• Internal Communications: Support the development of materials that effectively communicate the campaign to MenEngage Alliance’s diverse network of members and partners, fostering buy-in and participation.

4. Deliverables

The specific deliverables will be refined during the onboarding process but are expected to include:

• A comprehensive 2025 Campaign Communications Plan.
• Approved Campaign Messaging Framework.
• Developed Campaign Brand Identity and Guidelines.
• A suite of core campaign digital assets and content templates that can easily be adapted by people of varying technical/design ability, and into different languages.
• Draft press materials such as a press release.
• Recommendations for initial campaign launch activities.
• Time allocated to support launch and dissemination of the campaign, e.g. media relations – to be agreed in coordination with MenEngage Alliance

5. Project Timeline and Budget

The selected agency will be appointed by the end of June 2025 to commence work immediately on the 2025 campaign. The project is expected to be delivered in phases, with key milestones aligned with the campaign launch planned for 2025.

The total budget allocated for this project is up to $30,000 USD. This budget must cover all professional fees, expenses, and deliverables associated with the scope of work.

6. Eligibility and Selection Criteria

MenEngage Alliance is seeking agencies that demonstrate:

• Proven Experience: A strong track record in developing and executing impactful communications campaigns, particularly with a focus on collectivity and movement-building, social justice, human rights, and gender equality.
• Feminist Alignment: A clear understanding of and commitment to feminist principles and an intersectional approach to gender justice. Experience working on masculinities and engaging men and boys is a significant asset.
• Strategic Acumen: Demonstrated ability to translate complex issues into clear, compelling, and actionable communications strategies and messages for diverse audiences.
• Creative Excellence: Strong portfolio showcasing innovative and high-quality content creation across various media.
• Global Awareness: Experience working with international networks/movements or understanding of diverse cultural contexts.
• Collaborative Approach: A willingness to work closely with the MenEngage Alliance team, including key stakeholders on the Communications Working Group, Youth Reference Group, and Global Secretariat team, balancing, resounding to, and incorporating their diverse inputs.
• Budget Management: Capacity to deliver high-quality work within the specified budget and timeline.

We warmly welcome organizations with a genuine passion for gender justice and the critical work of engaging men and boys. We understand that this vital mission often requires creative solutions, and we’re eager to partner with agencies excited to work alongside our diverse network of inspiring people. If your organization is in a position to supplement this budget with pro-bono work or offer a non-profit discount, please include details about this in your submission.

7. Submission Requirements and process

Interested agencies are invited to submit their Expressions of Interest (EOI) by 23th June 2025, 17:00 BST via this form. For any queries about this project, please email admin@menengage.org.

Submissions should include:

1. About you/your organisation: A brief overview of your agency, its mission, core services, and key team members
2. Relevant Experience: A summary of up to three (3) case studies of similar campaigns or projects your agency has executed, highlighting your role, objectives, outcomes, and target audiences.
3. Proposed Approach (Brief): A concise outline of your initial understanding of the campaign’s needs and how your agency would approach the scope of work described.
4. Team Resumes: Short summary of the key personnel who would be assigned to this project.
5. Budget Estimate (High-Level): A preliminary breakdown of how the $20,000-30,000 USD budget would be allocated across key activities/phases.
6. References: Contact details for two (2) professional references from previous clients.

Those who submit shortlisted proposals will be invited to discuss in more detail during the week of 30 June 2025.

Please note: This Call for Expressions of Interest does not constitute a commitment to contract. MenEngage Alliance reserves the right to accept or reject any or all submissions, to enter into negotiations with one or more agencies, and to modify or cancel this process at any time.