Terms of Reference
RNW Media
| Duration of the research task: | 6–8 weeks (May–June 2025) |
| Type of contract/partnership: | Short-term consultancy (external) |
| Programme name: | Digital Sexuality Education (DSE) – Cambodia |
| Donor: | RFSU (Swedish Association for Sexuality Education) |
| Implementing partner name: | Reproductive Health Association of Cambodia (RHAC) |
| Consultant Focal Point: | Sinuon Leam, Project Manager at RHAC |
| RNW Media Focal Point: | Brenda Morales, M&E Expert |
1. INTRODUCTION
RNW Media is an international media development organisation based in Haarlem, the Netherlands, dedicated to harness the power of independent digital media to uphold human rights and advance the public good. Working in more than 40 countries across Europe, North Africa, the Middle East, West and East Africa, East Asia, Central and South America, we defend media and internet freedom, the right of every human being to access to information and freedom of expression.
With over 75 years of experience, RNW Media has evolved from an international radio broadcaster into a champion of independent digital media. Our work with our partners has demonstrated how a diverse, resilient, and trustworthy digital media ecosystem can inform people, shift narratives, influence social norms, and drive policy change, reinforcing the essential role of independent media in open and democratic societies.
RNTC, the internationally renowned training centre of RNW Media, provides journalism and media training to journalists, media makers and communication professionals. Through The Vine, RNW Media’s global community, with more than 25 independent and public interest digital media, 80 media trainers, and 10,000 RNTC alumni, we facilitate media coalition, partnership and movement building.
2. PROGRAMME BACKGROUND
Reproductive Health Association of Cambodia (RHAC) is a leading non-governmental organization committed to improving sexual and reproductive health and rights (SRHR) across Cambodia. One of RHAC’s core areas of focus is supporting and promoting Comprehensive Sexuality Education (CSE), recognizing that access to accurate, age-appropriate, and culturally sensitive information empowers young people to make informed decisions about their health and relationships.
Recognizing the rapid growth of digital technology and the barriers that traditional in-person education can present (such as stigma, geographical isolation, or lack of trained educators), RHAC is actively promoting digital, in 2025, RHAC is deeply committed to ensuring that every young person in Cambodia can access life-saving, empowering CSE, both through traditional education systems and by harnessing the power of digital innovation.
The Digital Sexuality Education (DSE) project in Cambodia, implemented with RHAC, aims to improve sexual and reproductive health and rights (SRHR) knowledge and access for young people through engaging and inclusive digital strategies. RHAC, a provider of youth-focused SRHR services and education in Cambodia, has significant experience with research-based programming and looks forward to amplifying its digital presence to have a better reach and retainment of young audiences.
This consultancy will build on RHAC’s digital work and data from their Digital Maturity Assessment (DMA) to co-create strategies for increased digital engagement of young people, who for this research will be understood as people under 25 years old. Special attention will be paid to young people from urban areas, mainly in Phnom Penh, Kampot, Siem Reap and Steung Treng cities.
The Digital Media Context Analysis (DMCA) will focus on understanding urban young people’s digital behaviors, motivations, and content preferences, particularly on TikTok, Facebook, Telegram, Youtube, and any preferred platforms among young people. The approach will be guided by RNW Media’s values of co-creation, inclusivity, ethical technology, and audience-first design.
3. PURPOSE & SCOPE OF THE DMCA
3.A.) Purpose
The purpose of a digital media context analysis (DMCA) is to gain a thorough understanding of the Cambodian digital landscape, its challenges and opportunities, as well as the interests, needs and behaviors young people have in relation to access and consumption of SRHR information. The goal is to create a tailored digital strategy to engage urban youth with the SRHR information the organization produces. As part of the DMCA, in February 2025 a Digital Maturity Assessment (DMA) was conducted. The results of this assessment are informing the core themes and deliverables to establish a well-informed digital media context analysis.
Key digital themes, for example, include (but are not limited to): online media, internet & mobile penetration, digital youth needs, CSO and youth use of AI tools and youth digital platform presence regarding the topic of concern (e.g., SRHR context, freedom of speech/expression, social inclusivity). These key thematic areas will inform the digital media context analysis, based on contextualized research questions and a set of participatory data collection methods. The complete overview of key thematic areas can be found in the DMCA Research Questions Template.
3.B.) Scope
1. RHAC and RNW Media, seek to get insights on urban youth’s online presence in YouTube, TikTok, Facebook, Telegram or any other suggested platforms by young people and how they engage with SRHR related content depending on their age, gender and geographic location to inform on best digital strategies for sustained youth engagement. We would also like to include a case study that illustrates how young people engage differently depending on the platform, highlighting how content formats, interaction styles, and platform cultures influence youth engagement with SRHR content.
2. We want to understand the priorities and needs of CSOs in terms of capacity strengthening for digital engagement of young people. This includes identifying the skills, tools, and strategies CSOs require to effectively reach and interact with youth in online spaces. A case study should be included that exemplifies how a CSO has successfully built or enhanced its digital engagement capacities, highlighting both challenges and effective practices.
3. We would like to explore how the relevant social norms and practices that influence young people’s understanding of SRHR may differ depending on the online platforms they use. While there is existing research on the social norms and practices shaping SRHR knowledge and attitudes, there is still a need to connect these insights to the specific dynamics of various digital platforms. Understanding how these norms are expressed, reinforced, or challenged in different online media environments will help us tailor our digital strategy.
4. As part of the assignment, we would like the consultant to provide a brief overview of relevant digital media policies, practices, and key actors at the country level that influence the regulation of the digital media space. This overview should highlight how these elements may support or constrain young people’s access to SRHR-related information. These insights are intended to provide contextual understanding that may inform recommendations for digital engagement strategies.
Therefore, the selected consultant should oversee and ensure delivery of draft and final version of a digital country analysis, focused on young people, movements and civil society actors (e.g., CSOs), which consists of:
- A per country digital media country context analysis report and;
- A country analysis report (including an abstract) with an overview of key themes, issues and potential challenges in the country.
The key digital background themes below will be operationalized by the consultant, with support from RNW Media.
Operationalization of key digital background themes are as follows (but not limited to):
Online Media & Actors:
- Identify the role of internet and social media use; look at the influence of actors such as bloggers/influencers have on young’s people sexual and reproductive health.
- Examine SRHR campaigns conducted online by RHAC or other CSOs, identify which campaigns were most and least successful and the learnings that are translatable to RHAC digital work.
- Identify digital factors (e.g., use of engaging formats, platform choice, content targeting, consistency, etc.). that enhanced or limited the reach and engagement of these campaigns, and present key lessons learned and best practices for effective digital engagement in SRHR.
- Explore the role of AI tools and generative AI in shaping youth engagement and interaction with digital content. Assess how these technologies are being used in campaigns, and any challenges identified.
SRHR Norms & Perceptions
- Explore through a desk review and available studies, the prevailing SRHR-related social norms, attitudes, and behaviours among young people; identify existing barriers to access, misinformation trends, and levels of trust in online SRHR information sources.
- Identify how digital/online media organizations currently report on SRHR issues, including frequency, sentiment, and discourse
- Identify how youth interact with SRHR-related content across different platforms (e.g., YouTube, TikTok, Facebook, Telegram) and explore how different social norms shape engagement styles, behaviours, or comfort levels with SRHR topics on each platform and based on the users’ gender and age.
Role of Government & Legal Framework:
- Explore to what extent government institutions have and make use of websites; situational analysis of mainstreaming internet use and map how internet and media are regulated under media laws.
Youth Consultation:
- Research preferred devices for youth engagement depending on the platform (TikTok, Facebook, Telegram and YouTube or any other preferred platforms), their demographics (age and gender) and internet access.
- Define key assessable contents/methods of access to SRH information and services among young people.
- Identify key promotional strategies (what to promote and how) through digital platforms and content to engage youth interest in accessing not only information but also health care services.
*Note: It is up to the Consultant to determine a list of themes to be researched by selecting a final set of research questions (see Research Questions Template).
4. CONSULTANT/CONSULTANCY TEAM and DIGITAL CONTEXT ANALYSIS PROCESS
The consultancy is open to all qualified consultants. The consultancy project team may consist of one person or a team of experts. In the latter case, applicants should propose a team, clearly specifying each team member’s area of expertise, with one designated lead consultant (referred to as “the Consultant”).
The Consultant is responsible for managing the entire process, including but not limited to preparing the research protocol, consent/assent forms (when and if needed), data collection tools, and work schedule.
The Consultant can work remotely from their home or work base. While the Consultant may conduct several online consultations with key stakeholders and young people, any in-country fieldwork will be carried out by local field facilitators (In-Country Facilitators, ICFs), who are to be contracted directly by the Consultant.
The Consultant will define tasks and timelines in agreement with the ICFs, coordinate their work, and remain fully responsible for the quality and acceptance of all ICF deliverables. The fees of the ICFs, as well as all local fieldwork costs, will be covered by the Consultant and fall under their supervision. Once data is collected, the Consultant will arrange and cover the cost of translation into English before submitting the final materials to RNW Media and RHAC for review and approval
.5. METHODOLOGY
The Consultant will submit a technical and financial proposition including detailed descriptions of the methodology to be used. Data collection tools will be developed in close collaboration with the RNW Media staff. An agreed comprehensive working calendar (Timeframe) and Operational plan will guide the process.
5.A.) general guidance
The detailed DMCA design is to be created by the Consultant, however, the following general guidance and/or methods should be taken into account:
- Preliminary literature review
- Design of research question(s): in consultation with RNW Media
- Organize youth consultation workshop(s) and/or focus groups with young people/change-makers
- Online and traditional media landscape overview: who are the biggest players in the online media and traditional media landscape, and who are most influential in reaching young people (change-makers, and influencers).
- Online SRHR campaign mapping
- Interviews with local partners
- Data entry, analysis and compilation of report.
- Other potential activities: focus groups, surveys, design workshops and information validation activities.
- Review and report validation: such as the incorporation of the comments from the validation workshop.
5.B.) Workshops
The Consultant (or/and the full consultancy team) RNW Media colleagues and RHAC team will kick-start the DMCA research process by having an inception meeting. In this meeting, the research questions template and other relevant resources will be shared by RNW Media, after which the consultant will have to prepare the selection of the research questions and subsequent methodology per chosen questions, which will determine the scope of the research. The selection of the research questions should consider the partner’s DMA results.
The following meeting between the Consultant and RNW Media is the Research Design Workshop with the project team (including all support staff from RNW Media and research team), who will review and finalise the research questions selection and determine relevant data collection methods. After this, a detailed Inception Report, including a detailed work plan, will shared by the consultant. This inception report sets out a timeline for all key deliverables and the exact data collection activities (see table below under chapter 7 for key deliverables and timeline).
The second workshop is the Validation Workshop, which only occurs after data collection and analysis is completed and before reporting is finalised. Please note that in between the two workshops, there are frequent project team meetings (either weekly or bi-weekly).
5.C.) The 3-Step Approach
The DMCA as a RNW Media research service can be replicated and implemented using the DMCA Methodology Guide, which is based on the following 3-step approach:
- Contextualize research scope and methodology
- Gather and analyse your data
- Write up the key findings and digital strategies in the DMCA Report
A detailed roadmap, including toolkit per data collection method, on how this 3-step approach can be implemented can be found in the DMCA Methodology Guidelines document.
5.D.) DMCA Milestones
The final DMCA data collection activities with timeline is to be created by the consultant, however, the following DMCA Milestones are standard in the DMCA research:
- Contextualize research scope and methodology per research question: including the selection of relevant data collection sources and activities (in consultation with RNW Media)
- Secondary data collection: based on desk research and for example, platform analytics and/or google trends analysis, guided by RNW Media
- Primary data collection: organize and conduct youth consultation workshop(s), Key Informant Interviews and/or focus groups with young people/change-makers/CSOs
- Data analysis and compilation of report
- Review and report validation: such as the incorporation of the comments from the validation workshop and from the first draft
*Note: It is up to the Consultant to suggest a final list of data collection methods and activities (with timeline) as part of the DMCA Inception Report
6. ROLES & RESPONSIBILITIES OF THE CONSULTANT
The consultant is usually a single person who is end-responsible, but also free to form a team of experts. In case of the formation of a research team, the DMCA implementing partner organisation should dedicate a section of the Inception report to an overview (table) of the research team member (their expertise) and clear division of roles and responsibilities with one Lead (called, the Consultant). The consultant is managing the process (preparing research protocol, consent/assent forms (when and if needed), data collection tools, work schedule and is end-responsible for the research).
The consultant (or consultant team) is free to personally conduct consultations such as Focus Group Discussions and Interviews with key stakeholders such as CSO and young people. However, they are also free to sub-contract or delegate this task to a third party (consultant/researcher). In case that the consultant decides to hire local support staff, the consultant is responsible to agree on tasks and a timeframe for the data collection and remains end-responsible for the quality of the deliverables. If chosen, the field consultant(s) will thus work under the supervision of the consultant.
7. COMMUNICATION
The consultant is expected to frequently communicate with RNW Media, including RHAC team, and is willing to meet on a weekly or bi-weekly (to be determined) basis during the period of the DMCA research. For contextual or country-specific questions, RHAC is expected to communicate directly with the consultant as needed to provide relevant insights and support.
8. DELIVERABLES
The consultant will develop an overview of the methodology and tools and plan a research timeline with the data collection team, including a presentation of a detailed timeline of the data gathering process. The consultant will collect data, transcribe them, and after translation to English, submit them to RNW Media. The expected deliverables are listed as follows:
- Inception report with a detailed work plan and methodology for the DMCA.
- Presentation of the main data collection tools (DMCA), including timeline
- Presentation of the final methodology, tools and work plan.
- Draft DMCA reports with reference materials/links, annexure, photos, etc. This can be presented with an infographic, such as the example below:
- Presentation of key findings session (sense-making workshop) with RNW Media and partner.
- Final DMCA reports with executive summary, reference materials/links, annexus, photos, etc.
- All data collected through the assessment in digitalized format, including possible databases, which remains property of RNW Media and the partner once the assessment is conducted.
Draft outline of the per country DMCA report should include the following:
- Introduction
- Government and Legal Framework
- Key Players in Online Media Landscape
- SRHR landscape in Cambodia digital space
- Online Media, Mobile & Internet Penetration
- Results Youth Consultation & Information Validation
- Conclusion
9. TIMELINE
| Activity | Timeline |
| Call for Consultant – Application Open | 1st May – 6thMay |
| Recruit the Consultant | 13th May |
| Onboarding the Consultant | 19th May |
| Inception Meeting | 22nd May |
| Development and Finalization of Tools | 23rd May |
| Inception report (including detailed workplan and timeline) | 30th May |
| Data collection and Analysis | 30th May -22nd June |
| Submission of first draft to RNW Media | 1st July |
| Submission of final draft | 11th July |
| Validation Workshop | End July- early August |
*Please note that the exact dates under the timeline will be determined after the completion of the Inception Report by the Consultant.
10. REQUIRED EXPERTISE AND EXPERIENCE
- Minimum University degree in the field of social or humanistic sciences.
- Minimum of five years’ experience in conducting similar research in different aspects of the theme under study (e.g., SRHR) and/or digital media
- Very good analytical and reporting skills;
- Strong communication skills, with the ability to communicate detailed concepts clearly and concisely both in writing and verbally;
- Ability to facilitate and support logistics for country activities, including workshops and meetings.
- Excellent time management and coordination skills.
- Extensive knowledge and networks on civic space, youth movements, inclusion and/or the topic of concern in targeted region and countries.
- Fluency Khmer and English.
- Desirable to have experience in conducting youth consultations or participatory research.
11. BUDGET AND PAYMENT CONDITIONS
BUDGET:
PAYMENT CONDITIONS: The remuneration, payment schedule, and conditions will be discussed and agreed upon with the selected consultant. The total remuneration will cover the consultancy fee as well as reasonable costs related to the execution of the assignment, such as expenses for field research, administration, logistics, and digital tools or software required for data collection and analysis.
12. APPLICATION PROCEDURE
Interested consultant(s) should develop and submit the bidding proposal in English to respond to the above-mentioned specific tasks.
The proposal should include:
- Description and contact details of the consultant applying;
- A clear description of the methodological approach, including proposal methods to be used and proposals of the format of the analysis;
- A detailed Budget Proposal;
- Cover Letter and CVs of all team members, emphasizing relevant experience;
- Past performance in similar areas of the Consultant applying with reference of previous contracting agencies, organizations, etc.
- One non-academic writing sample in English (max 500 words).
Interested candidates should send their applications to Brenda Morales (M&E Expert, RNW Media) at: brenda.morales.ruiz@rnw.org
Only shortlisted candidates will be considered.
RNW Media is committed to achieving workforce diversity in terms of gender, nationality and culture. Individuals from minority groups, indigenous groups and persons with disabilities are equally encouraged to apply. All applications will be treated with the strictest confidence.