Consultancy to design Graphic Illustrations from the study on Shifting Narratives to Value Unpaid and Informal Work in Kenya At Oxfam GB


  1. About Oxfam

Oxfam is an international confederation of 21 organizations working in over 60 countries worldwide seeking to find lasting solutions to poverty and injustice around the world. Oxfam is determined to change that world by mobilizing the power of people against poverty. Around the world, Oxfam works to find practical, innovative ways for people to lift themselves out of poverty and thrive. We save lives and help rebuild livelihoods when crisis strikes. And we campaign so that the voices of the poor influence the local and global decisions that affect them. In all we do, Oxfam works with partners, public and private sector institutions alongside vulnerable women and men to end the injustices that cause poverty. Read more about Oxfam from

2. About the Project

Unpaid Care and Domestic Work (UCDW) and Paid Domestic Work (PDW) form an essential part of societal well-being. Unpaid, informal, and domestic work is the backbone of many economies. Although excluded from formal GDP calculations, the ILO (2018) estimates the value of UCDW to be as much as 9% of global GDP (USD 11 trillion), Such work involves both direct care tasks, such as caring for children, the elderly, and people with physical or mental impairments, as well as domestic tasks, such as cooking, cleaning and other household duties (ILO, 2018; Oxfam, 2020). Yet, the profound importance of care work is frequently underestimated as It remains largely unseen and undervalued, and frequently dismissed by policymakers as a private family concern.

In addition, Social and cultural norms, in particular, continue to reinforce gender-based assumptions about unpaid care work (Cantillon & Teasdale, 2021). As a result, women and girls often shoulder the majority of care work, frequently assuming these duties far more than men do. The narratives and mental models we embrace concerning UCDW and PDW party explain why these essential activities frequently fall on women and why society often undervalues PDW. Although these narratives are rooted deeply in social and gender norms , making them challenging to dismantle , several communication approaches have proven effective at shifting societies’ knowledge , Attitudes and Practices of UCDW and PDW.

Oxfam conducted a study in 2022 dubbed “Shifting narratives to value unpaid and informal work”, with the aim of gaining a deeper understanding of the dominant narratives prevalent in Kenyan society on unpaid and paid care work and informal work; and then identifying and testing transformative narratives that could change societal attitudes.

3. Audience and Use

The primary audience for this research findings is Oxfam, policy makers, the public, key influencers within the communities, as well as the actors involved in the discourse on UCDW and PDW at global, national and Local level. The graphic illustrations are aimed to foster Gender- Transformative behavioural communications change (BCC) campaigns supporting care work.

4. Objective Of the Assignment

Graphic illustrations are powerful visual tools that play crucial role in conveying information, data and complex concepts in a concise and engaging manner. Further, graphic illustrations have the ability to simplify complex concepts and ideas, making them more accessible and easier to understand.

Oxfam in Kenya intends to engage a consult that will design infographics on key messages from the shifting narratives study. The main aim of developing graphic illustrations/visualization of the narrative findings will be to foster Gender transformative behavioural communications change ( BCC) campaigns designed and implemented to support care work.

5. Scope of work and Deliverables

The scope of work under this consultancy will specifically consist of:

  1. Designing graphic illustrations for the transformative messages identified in the shifting narratives study. This will include transformative narratives formulated to counter the existing retrogressive narratives to shift societal attitudes.
  2. Conceptualizing and designing engaging message-targeting diverse audiences through graphic illustrations with messages to create awareness on existing narratives and foster behaviour change towards narratives on care work in Kenya.

6. Duration

The provision of the services is to commence on 1st December 2023 unless agreed by both parties that this Agreement is terminated early or amended in accordance with the terms of this Agreement.

7. Timeframe and Work schedule


  • Development and sign off of the TOR 31st October 2023
  • Advertisement of the signed off TOR 1st –14th November 2023
  • Shortlisting of the Expressions of Interest ( EOI) 15th –17th November 2023
  • Interviews with shortlisted consultancy firms/individuals and contracting 20th –24th November 2023.

8. Tax and VAT arrangements

Oxfam in Kenya will deduct withholding tax from the consultancy fees which will be in conformity with the prevailing government rates and submit the same to the Government of Kenya. The consultant will be entitled to a copy of the tax submission certificate on request.

9. Intellectual Property and Confidentiality of Information

All documents, data and information accessed will be treated as confidential and used solely to create visibility for the project and should follow the GDPR regulation on data control and storage.

All the required documents and deliverables in their draft and final versions shall be submitted to Oxfam in Kenya within agreed timelines and shall remain the explicit property of the organisation.

10. Ethical considerations

The consultant will ensure that the materials developed do no harm to the audiences and foster the recognition of unpaid care and domestic work as a development, social good and foster normative change at community and national level on care work.

11. Supervision

The overall supervisors of this assignment will be Oxfam’s Gender Justice and Women Rights programme team with support from the M.E.A.L and Communications Advisor

12. Bid Requirements

Interested and qualified consultants are invited to submit their expressions of interest, which should include the following:

  • A suitability statement, including commitment to availability for the entire assignment.
  • Information demonstrating specific experience of the consultant relevant to the assignment including the scope and scale of similar assignments. Please provide details of similar assignment undertaken.
  • A detailed financial proposal showing a clear breakdown of the costs including all the chargeable taxes.
  • Sample similar works done in the recent past.

13. Adherence to Oxfam principles and policies

Once hired, the consultant shall operate under the principles governing Oxfam ways of working including adherence to policies and procedures of Oxfam with regards to such key issues as non-partisan, neutrality, gender sensitivity, impartiality and accountability, mainstreaming of Gender and safeguarding as well as other policies governing Oxfam operations on transport usage, security guidelines and confidentiality of information collected.

How to apply

Oxfam Kenya invites individuals who meet the criteria to submit Expression of Interest that clearly articulates the consultant(s) understanding of the terms of reference, methodology for executing the work including key deliverables and tentative budget should and clearly indicated***”consultancy to design graphic illustrations from a study on Shifting Narratives to Value Unpaid and Informal Work in Kenya”***
Expression of Interests shall be sent to, no later than close of business on 14th November 2023. Only applicants who qualify will be contacted.

Join Now

Search Jobs By Country

List of Countries

July 2024