Suniti - Securing Rights for Domestic Workers

Detailed project description               
Securing Rights of Women Domestic Workers in Bangladesh (known as ‘Securing Rights’), is a four and a half year project which started from 1 st April 2019 and will conclude in 30 October 2023. It is funded by Global Affairs Canada (GAC) and Oxfam Canada. The project is implemented in Dhaka, Bangladesh by Oxfam, Bangladesh in collaboration with national and local partners, including local Women’s Rights Organization (WRO) Nari Maitree, civil society organisations (CSOs) known as Underprivileged Children’s Educational Programs (UCEP) and CAMPE and the private sector Red Orange Ltd. and Hello Task.

‘Securing Rights’ aims to change the status of Women Domestic Workers who are deprived of fundamental human rights in Dhaka, Bangladesh, and succeed to set a positive example. The goal of ‘Securing Rights’ is to portray their struggles through continuous advocacy, training and social awareness campaigns in order to alleviate our Women Domestic Workers from their dire situations.

The Securing rights project was designed to contribute to changing this situation with two intermediate outcomes. The first intermediate outcome was to create agency among domestic workers to claim and defend their rights to decent work. The second intermediate outcome was planned to improve the social norms of policymakers, government, employers and the wider society on domestic workers' rights and recognition of domestic work as a formal profession. Both of the intermediate outcomes are majorly advocacy outcomes where advocacy, awareness, SBCC communication, capacity building and enhancing empowerment play a major role in achieving the ultimate outcome with contribution from two intermediate outcomes.

Detailed description of the assignment (Services/Supplies/Works)
In this project, Red Orange Limited will draw on its expertise in Social and Behavioral Change Communication (SBCC) to develop Edu-tainment and other social media and marketing materials implemented for advocacy/campaigns on Domestic Workers' rights and issues. 

RedOrange is in charge of the project's total brand, visibility and communication materials development. We have also developed all the printed communications materials for the project. 

RedOrange produced all the media content (TVCs, television series, theme songs, best practice videos, and social media content) for the project, along with the social media engagement of the project. RedOrange facilitates coordination among all the stakeholders and the eight ministries for seamless project management. 

The project visuals impacted the audience as it was instantly recognisable. The television series featured frontline television actors with whom people can relate and so the messages integrated were well received. RedOrange has been the strategic point of facilitating uninterrupted communication, in terms of project activities, for all the stakeholders, ministries and participants. 

Assignment Location: Bangladesh, Dhaka