Design of awareness sessions and communication materials for a business incubation program in Qena and Al Minya (handicrafts & agriculture vcs)

Program: “Boosting innovative business initiatives led by women and youth in Qena and Al Minya, Upper Egypt” 2024/PRYC/000693

Design of awareness sessions and communication materials for a business incubation program in Qena and Al Minya (handicrafts & agriculture value chains)

**Introduction**
Within the framework of the project “Boosting innovative business initiatives led by women and youth in Qena and Al Minya, Upper Egypt”, implemented by CIDEAL Foundation with the financial support of the Spanish Agency for International Development Cooperation (AECID), specialized technical assistance is required to design awareness sessions and communication materials to support the launch of the incubation and acceleration program. The assignment aims to ensure that the target population is effectively informed about the program and encouraged to participate prior to the start of each incubation cycle, through a combination of online and in-person awareness actions.

**About CIDEAL Foundation**
CIDEAL Foundation for Cooperation and Research is an independent organization with 40 years of experience in implementing international cooperation projects in developing countries. Its areas of work include food security and productive development, employment, entrepreneurship and income generation, gender equality and women’s economic empowerment, human rights, and governance.

CIDEAL also operates as a research centre, developing innovative studies and training activities on key issues such as development cooperation, project management, the human rights-based approach, gender mainstreaming, and public-private collaboration. The Foundation’s headquarters are in Madrid, with offices and permanent staff in various parts of Spain, Africa, and Latin America.

**Context and justification**
Upper Egypt, particularly the governorates of Qena and Al Minya, offers significantc opportunities for the development of entrepreneurship initiatives linked to agriculture and handicraft value chains, especially among women and youth. The project aims to unlock these opportunities by promoting innovative business initiatives and supporting the development, certification, and commercialisation of key products with high market potential.

To ensure the effective implementation of the incubation and acceleration program, it is essential to design a targeted awareness approach that reaches potential participants, raises awareness about the program and clearly communicates its value. Awareness efforts must be adapted to the local context, combining digital channels with in-person engagement to reach diverse target groups, including those with limited access to online information.

**Objectives of the Technical Assistance**
To design a comprehensive awareness approach for the incubation and acceleration program, including communication materials and structured sessions to inform and engage potential participants. Specifically:
1.To design awareness sessions adapted to the local context and target groups.
2\. To develop communication materials for online and offline awareness.
3\. To define key messages and communication strategies aligned with the program objectives.
4\. To ensure accessibility and inclusiveness in communication, particularly for women and youth

**Methodology**
The expert shall propose a clear, feasible, and context-adapted methodology, combining:
• Desk review of project documentation, available data, reports and sectoral analyses.
• Analysis of target groups and communication channels in Qena and Al Minya.
• Benchmarking of similar awareness campaigns and communication strategies.
• Consultations with local partners and stakeholders.
• Adaptation of communication tools to local socio-cultural dynamics.
The awareness design should be aligned with the structure and timing of the incubation program cycles.

**Tasks to be performed**
The Technical Assistance will include:

1\. Preliminary design
o Definition of the overall awareness approach
o Detailed methodology and work plan

2\. Design of awareness sessions
o Definition of format and structure of in-person sessions
o Identification of key content to be presented (program overview, participation criteria, benefits, application process)
o Definition of session flow, duration and facilitation approach

3\. Development of communication materials
o Design of key messages adapted to the target audience
o Development of materials for online awareness
o Development of materials for offline awareness

4\. Communication strategy and channels
o Identification of appropriate communication channels (online and offline)
o Mapping of relevant local stakeholders and outreach actors (CSOs, universities, youth centres, women’s associations, community initiatives, etc.) that can support dissemination and participant mobilisation in Qena and Al Minya.
o Recommendations for awareness timing aligned with each incubation cycle
o Suggestions f