Call for a Consultant –  

Audience Engagement Analysis: Dutch Youth & Human Rights in Digital Spaces 

About this Consultancy	RNW Media is seeking a consultant to lead an Audience Engagement Analysis (AEA) in the digital media ecosystem in the Netherlands. The AEA will assess the audience and digital media landscape with a focus on human rights within the Netherlands, which includes:     1) Freedom of expression (online and offline)    2) Equal rights for LGBTIQ+ persons   3) Right to freedom of religion and belief   4) Women’s rights and gender equality   5) Fight against impunity and accountability for international crimes   6) Human rights defenders and civic space
Duration of the research task:	4 weeks
Type of contract/partnership:	Short-term consultancy (external)
RNW Media Focal Point:	Sana Naqvi, Senior Impact Manager, RNW Media (sana.naqvi@rnw.org)
Language	English and Dutch

  

1. INTRODUCTION  

RNW Media is a Dutch international media development organisation dedicated to harnessing the power of independent digital media to uphold human rights and advance the public good. Working in more than 40 countries, and with over 75 years of experience, the organisation has evolved from an international radio broadcaster into a champion of independent (digital) media. With our partners, we strengthen diverse, resilient, and trustworthy digital media ecosystems that inform people, shift narratives, influence social norms, and drive policy change. 

Our training centre, RNTC, has equipped more than 10,000 journalists, media leaders and communication professionals with the skills needed to navigate rapidly evolving media environments and build sustainable, audience-centred media organisations. Further, through The Vine, our global network of media practitioners and organisations, we facilitate collaboration, learning and knowledge exchange, enabling local actors to connect with regional and international expertise while strengthening their own capacity and impact. 

2. PURPOSE & SCOPE   

RNW Media has been appointed to coordinate and implement the Human Rights Tulip Programme 2026–2027 in partnership with the Dutch Ministry of Foreign Affairs (MFA). The programme aims to recognise, amplify, and support human rights defenders (HRDs) through the Central Tulip Award and decentralised Embassy Tulip Awards which provide HRDs with increased visibility, recognition, networking opportunities, and support. A key objective of the programme is to engage Dutch audiences, particularly young people, on priority human rights issues and to contribute to broader international solidarity for human rights. 

RNW Media therefore requires a targeted Audience Engagement Analysis to serve as a foundational baseline for the engagement component of the programme. The analysis will establish a baseline understanding of how Dutch audiences engage with human rights discourse in digital spaces. Specifically, it will examine how Dutch audiences access, consume, trust, and interact with human rights-related content across digital platforms. While the analysis will consider Dutch audiences broadly, it will place a specific focus on young people aged 18–25, including first-time and early voters who are actively forming their civic identities. The analysis is deliberately scoped as a light-touch, desk-research-led exercise, in line with the available budget and timeline. 

The analysis should respond to the following themes: 

1. Human Rights Awareness, Narratives and Issue Resonance (thematic baseline) 

• What is the baseline level of awareness, interest and perceived relevance of human rights issues among Dutch audiences, particularly youth aged 18–25?  

• Which human rights themes resonate most with Dutch audiences, such as climate justice, gender equality, LGBTIQ+ rights, migration, freedom of expression, democracy, conflict, civic space or international solidarity?  

• What recurrent narratives, misconceptions, concerns, entry points or points of resistance shape engagement with human rights discourse?  

• Are there existing Dutch human rights initiatives, campaigns, communities or conversations that illustrate current engagement patterns? 

2. Digital Media and Information Ecosystem on Human Rights  

• What is the broad structure of the Dutch digital media and information ecosystem?  

• How are human rights issues currently framed in Dutch public and digital discourse? 

• Which mainstream, independent, civic, youth-led, community-based or emerging digital media actors shape public discourse on civic and human rights issues?  

• What role do traditional media, including TV, radio, newspapers and print media, continue to play alongside digital platforms in shaping public understanding of human rights issues?  

3. Platform Landscape, Media Consumption and Audience Behaviour 

• Which digital platforms do Dutch audiences primarily use for news, information and civic content?  

• How do Dutch audiences seek for and encounter human rights-related information online? through news media, creators, peers, influencers, institutions, campaigns or algorithmic discovery?  

4. Trust and Information Dynamics 

• Which sources do Dutch audiences trust for information on international affairs and human rights? + What factors influence whether Dutch audiences engage with, ignore, share, question or distrust human rights-related content? 

• What is the role of influencers, content creators, civic actors, journalists, diaspora voices, educators, activists, local media intermediaries and other trusted messengers play in shaping exposure to and engagement with human rights issues? 

• What is the reach, visibility and perceived credibility of institutional channels, including Government.nl, MFA platforms and embassy-related communications, in relation to human rights discourse? 

5. Content, Storytelling and Engagement Opportunities 

• What content formats and narrative approaches are most effective for reaching and retaining Dutch audiences attention, including short-form video, explainers, podcasts, long reads, interactive content, live events or creator-led formats?  

• What narrative approaches resonate most, such as personal stories, peer-created content, data-driven storytelling, behind-the-scenes access, solutions-oriented content or locally relevant framing?  

• What opportunities exist for credible, locally grounded counter-narratives and public-interest storytelling around human rights? 

3. METHODOLOGY   

Given the budget and timeline, the analysis should be primarily based on literature review and desk research. The consultant is expected to propose a methodology that is rigorous but realistic within these constraints. The following approaches are suggested as a starting point: 

1. Secondary data review: Existing research on Dutch youth media consumption, digital literacy, and civic engagement. 

2. Platform and content audit: A structured review of relevant platforms and existing Tulip programme digital presence, benchmarked against comparable youth-facing human rights initiatives in the Netherlands. 

3. 2 Focus Group Discussions (with 5 Dutch and immigrant youth each) in Amsterdam (2-4 hours)  

5. TIMELINE 

Activity	Timeline
Call for Consultant – Application Open	23d June 2026 – 3rd July 2026
Onboarding the Consultant & Inception Meeting	5th July 2026
Inception note: proposed methodology, scope confirmation, and work plan	9th July 2026
Final report with executive summary (8 – 12 pages) and channel recommendation.	31st July 2026

*Please note that the exact dates under the timeline will be determined after the completion of the Inception Report by the Consultant.  

  

4. REQUIRED EXPERTISE AND EXPERIENCE    

The consultancy is open to individuals. The following expertise is required: 

• Demonstrated experience in audience research, digital media analysis, or communications strategy in a European or Dutch context 

• Strong understanding of Dutch youth media consumption patterns and digital behaviour 

• Familiarity with human rights, civic engagement, or international development communications 

• Excellent analytical and written communication skills in Dutch and English 

• Ability to deliver high-quality work independently within a tight timeline and budget 

• Experience with government communications, youth engagement campaigns, or the Dutch civil society and media landscape is an advantage but not required. 

  

5. BUDGET AND PAYMENT CONDITIONS  

BUDGET: 2500 EUR (VAT included) 

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 administration and coordination. RNW Media will provide reasonable remuneration for any field research and provide access to social listening tools or software required for data collection and analysis. 

6. APPLICATION PROCEDURE 

Interested consultants should submit the following: 

• A brief cover note (max 1 page) describing their relevant experience and proposed approach 

• A CV or profile (max 2 pages) 

• One relevant writing sample (max 500 words, English) 

  

Interested candidates should send their applications to Sana Naqvi (Senior Impact Manager, RNW Media) at: sana.naqvi@rnw.org. Only complete applications will be reviewed and responded to. 

Deadline: 3rd July 2026, but applications will be reviewed on a rolling basis, and the call may be closed if a suitable candidate is found.  

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.