TERMS OF REFERENCE (TORs)

Project Title: Sindh Legal Advisory Call Center (SLACC)
Organization: Legal Aid Society (LAS)
Consultancy Title: Multi-Platform Content Nano Influencer Campaign to Promote SLACC in Karachi & Sindh
Location: Karachi, Sindh
Duration: Mid-May 2025 – Mid-July 2025

A. Background

The Legal Aid Society (LAS) is a non-profit organization dedicated to promoting access to justice for marginalized communities across Pakistan. Established in 2013 by Justice (R) Nasir Aslam Zahid, LAS operates in three strategic focus areas: Access to Justice, Gender & Child Security, and Climate Resilience.

Since July 2018, LAS has been running the Sindh Legal Advisory Call Center (SLACC) in collaboration with the Government of Sindh. SLACC is Pakistan’s first toll-free legal helpline, offering real-time, free legal advice via High Court-enrolled lawyers. Recently, LAS also launched NAZ Assist, an AI-powered legal advisory chatbot to extend outreach and improve access.

To increase SLACC’s visibility and trust in Karachi and surrounding Sindh areas, LAS seeks to hire a digital content and influencer engagement firm to run a targeted awareness campaign using influencers, cross-posting of SLACC content, and if possible multi-format content.

B. Objective of the Assignment

To design and implement a localized, multi-platform awareness campaign that leverages micro and nano influencers, high-engagement content formats, and cross-posting strategies to increase public awareness of SLACC and NAZ Assist across Karachi and Sindh.

C. Scope of Work & Key Activities

Phase 1: Planning & Influencer Strategy (Mid–Late May 2025)

• Develop a digital awareness strategy with audience segmentation, content types, and posting cadence
• Identify and finalize relevant micro (10k–100k followers) and nano (under 10k followers) influencers from Karachi/Sindh
• Prepare a comprehensive content calendar including plans for cross-posting (e.g., same content reposted across influencer and LAS platforms)

Phase 2: Content Creation (Late May – Mid-June 2025)

• Create platform-specific content, including:
• Short-form video (stories, reels)
• Static graphic posts
• Text-based informational/legal awareness posts
• Optional: Encourage and manage User-Generated Content (UGC)
• Ensure alignment with SLACC’s brand tone and messaging guidelines
• Include cross-posting capability of finalized content (i.e., influencers resharing SLACC official posts and vice versa)

Phase 3: Dissemination & Monitoring (Mid-June – Mid-July 2025)

• Coordinate scheduling and posting of content across:
• Facebook
• Instagram
• LinkedIn
• X (formerly Twitter)
• Execute cross-posting of content on both influencer profiles and SLACC/LAS platforms to enhance reach
• Monitor reach, impressions, shares, comments, and other engagement metrics
• Submit a comprehensive final performance report

D. Deliverables & Payment Schedule

E. Influencer & Content Requirements

• Only nano influencers based in or engaging Sindh/Karachi audiences
• Influencer content must include SLACC messaging and be cross-posted or reshared by both parties where relevant
• Preferred languages: Urdu and/or Sindhi
• Influencers must commit to pre-approved content and usage terms

F. Content Platform & Format Guidelines

• Platforms:
• Facebook
• Instagram
• LinkedIn
• X (formerly Twitter)
• Formats:
• Short-form videos
• Static visuals
• Text posts
• Optional: UGC and testimonials
• Content will be available for cross-posting by influencers and LAS/SLACC handles
• LAS reserves the right to boost and reuse all campaign content for up to 6 months

G. Proposal Submission Requirements

Applicants must submit:

• Technical Proposal outlining approach, methodology, key message content, and timeline
• Financial Proposal with detailed cost breakdown by deliverable
• Written consent to share content rights and enable cross-posting

H. Confidentiality

All discussions, campaign material, and content created during this assignment will be treated as confidential and shall not be disclosed or used without LAS’s written consent.

EEO Statement

Integrated into our shared values is LAS’s commitment to diversity and equal employment opportunity. All qualified applicants will receive consideration for employment regardless of sex, age, race, colour, creed, religion, disability, sexual orientation, gender identity, or any other characteristics or conduct protected by law. LAS is committed to being an inclusive organization where all people are treated fairly, recognized for their individuality, promoted based on performance and encouraged to strive to reach their full potential. We believe in understanding and respecting differences among all people. Every individual at LAS has an ongoing responsibility to respect and support a diverse environment.

Protection Against Sexual Exploitation and Abuse:

Legal Aid Society (LAS) is committed to the prevention and protection from all forms of sexual exploitation and abuse (SEA). LAS explicitly prohibits its
staff, associates, partners, consultants, or any other representatives associated with the delivery of its work from:

• Engaging in any form of sexual exploitation or abuse;
• Sexual activity with children (persons below the age of (18) irrespective of a mistaken belief of the age of the child which shall not amount to a defense);
• Exchange of money, employment, goods or services for sex, including sexual favors or other forms of humiliating, degrading or exploitative behavior, is prohibited. This includes any exchange of assistance that is due to beneficiaries of assistance;
• Sexual relationships between LAS staff and beneficiaries of assistance, since they are based on inherently unequal power dynamics,undermine the credibility and integrity of the work of LAS and are strongly discouraged.