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Consultancy – A regional review and guidance note on the impact and effectiveness of UNICEF publications and information materials with corresponding processes in Latin America and the Caribbean


The purpose of the consultancy is to (1) conduct a regional assessment of the impact of publications issued in 2010 and 2011 by UNICEF country and regional offices in Latin America and the Caribbean (LAC), and (2) create a guidance note on the impact and effectiveness of publications and information materials in Latin America and the Caribbean and recommendations for future UNICEF publications and information materials production processes.

Brief Overview:

As stated in the UNICEF global publications policy: Publications and information materials are a crucial channel for raising awareness of children's and women's issues and for articulating UNICEF policies, strategies and programmes for improving the survival, development and protection of children and adolescents.

UNICEF communication policy calls for setting standards for communication materials, channels and processes for social mobilization and communication for change in relation to audiences and their effectiveness. UNICEF publications must comply with the organization’s policy and brand image, have target audiences identified, and be part of an overall strategy with clear objectives. It is important to monitor and evaluate their impact for future reference.

Main Tasks related to the Job:

Under the supervision of the regional communication officer and strategic guidance of the regional chief of communication, the consultant(s) will be responsible for carrying on the following tasks:

A)     To review a list of approximately 980 including information materials produced by the regional office and 24 country offices in LAC from 2010/2011.

B)     To review other regions’ publications strategies, the 1990 external review from HQ, the TACRO Communication regional desk review, good practices and other relevant documents.

C)     To develop indicators and criteria to make a selection/sampling of publications and information materials representing the more of 980 publications from the LAC region. 

D)     To select the publications and materials to be included in the regional sampling (the sampling must be no less than 10% of the total.)

E)      To analyze selected publications and other information materials using key criteria and indicators previously defined with the Supervisor.

F)      To identify, collect and analyze good practices and identify those areas in need of improvement and make recommendations.

G)     Elaborate a regional guidance note on:

1)     How to produce publications and materials in terms of their purpose and advocacy objectives, intended audiences and avoiding potential duplication with other publications considering also existing DOC guidelines, and

2)     How to monitor the consistency of the UNICEF messages, timeliness, coordination, quality control and cost-effectiveness of the publications and information materials in LAC. The guidance note will include the overall process to produce, launch, distribute, disseminate and evaluate the impact of publications and information materials in UNICEF LAC.


UNICEF Latin America and the Caribbean Regional Office aims to establish a regional review guidance note related to publications and information materials in order to reduce the proliferation of different styles, formats and messages and publications without an intended target and purpose in the region. Publications in LAC must be based on an internal consultative process seeking to make the most of the publications budget.

The UNICEF regional office and the consultant will further discuss and revise the below mentioned criteria which are key to guide the consultant on the desired results of the current assessment:

I. Purpose and internal process

A)     Categorize which publications and information materials are integrated in an overall country programme or regional planning process, and which  were revised by an Editorial or publication Committee.

B)     Identify thematic strategies encompassing the publication and mark which ones were produced outside a strategy. Clearly name strategy and, if possible, collect and attach strategy/dissemination plan. The programme name and funds supporting production are not considered an overall strategy.

C)     Identify the communication, advocacy, C4D, and country and/or regional programme plan supporting each publication and or material.

D)     Grade if the assessed publication and or materials are part of a multi country plan and name and describe the plan.

E)      Grade branding compliance.

F)      Identify partners - United Nations system, local communication organizations, the media, NGO, government, etc.

G)     Categorize target audiences.

H)     Assess demand for the publication (e.g. book, pamphlet, poster, etc.) and talk directly to the donors (if any) regarding their expectations. Firmly establish and integrate these with UNICEF policies. 

I)       Who financed the production and why?

II. Distribution, dissemination and advocacy

A)   Grade cost effectiveness - how many publications were printed and distributed.

B)   Grade distribution of publications to updated contact lists.

C)   Grade publications and materials inventory.

D)   If applicable describe how was the publication launched and presented to the selected target audience - dissemination plan, participation in book fairs and other initiatives.

E)    What was the distribution plan and who was it drawn up with?

F)    At what stage was distribution done in the process? From the beginning? Participatory? Tagged on at the end? 

G)   Were there any pre-publication activities? Announcements? Seminars? Stakeholders' involvement?

H)   Did the communications or production team work with the authors to shape the publication and provide input?

I)     What tactics are being used for dissemination? Are different messages developed according to different groups/countries?

J)    Describe monitoring and evaluation efforts after launching the publication.

K)   Evaluate the effectiveness of monitoring results on behavior change as a result of the publication(if intended audience was reached, read the publication, processed information and used the information further on).

L)    Is the information/content broken down to be used in different form with different audiences (e.g. Summaries/but also extracting different sections to use with different audiences and in different formats). If so, these should always focus towards the same outcome and always use the same branding to draw the various levels of information together.

M)   What formats are being used? Print/digital/website/all? Are different dissemination plans used for different formats? Are web statistics used to measure downloads, etc.?

N)   Are any of the publications produced for sale? If so, who were the partners and what marketing did they do on your behalf? Did they provide you with sales records? Were they detailed enough for you to identify the areas and type of buyers? (e.g. Academic bookstores? News stand?  Etc.)

Timeframe for deliverables

The regional assessment will cover the 24 UNICEF country offices in Latin America and the Caribbean as well as the regional office.

Qualifications and specialized knowledge, experience required:

·         Knowledge and at least 5 years of experience in research on social science.

·         Knowledge and work experience in publications overall production strategy processes.

·         Knowledge and five years of experience in research and investigation.

·         Knowledge about UNICEF mobilization, advocacy and publication processes.

·         Knowledge in child rights related issues.

The competencies of the consultancy should include:

·         Excellent oral and communication skills.

·         Ability to collect and summarize reports and documented data in a specified time frame.

·         Strong conceptual and analytical skills.


Advanced degree from a recognized university in Social Communication, Social sciences or Library Science. International Commerce, Publishing or related sciences.


The reports will be issued in English; nevertheless the consultant must communicate with all 24 country offices in Spanish, and English. Fluency required in Spanish and English –oral and written Portuguese is a plus.

Estimated duration of the contract and proposal:

Please write a short proposal and include your availability, total number of days required for completion of the above terms of reference (please refer to deliverables), as well as budget. Applications submitted without a short proposal and total number of days needed for undertaking the consultancy as well as budget will not be considered.  Please be advised that we would like the results of this consultancy to be delivered in the shortest possible time.

Consultant’s workplace:

The consultant could work from his/her home.

Honoraria and Fees:

Budget must be proposed. The consultant will be paid against delivery of the products as described in Time frame for Deliverables section, upon satisfactory delivery. Application must include CV and Personal History Form-P11 (form attached). Send your application indicating the title post on the subject to

Closing date:

December 14th., 2012.

Suggested Reference documents:

1)    Manual editorial, UNICEF Ecuador.

2)    UNICEF Style Book 2011.

3)    UNICEF Brand toolkit.

4)    Lineamientos para publicaciones y constitución del Comité de Publicaciones, UNICEF Venezuela.

5)    Reglamento interno sobre publicaciones, UNICEF Guatemala.

6)    Encuesta sobre publicaciones realizada por TACRO en 2011 a las Oficinas de país.

7)    Lineamientos para publicaciones de la oficina de UNICEF Argentina.


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