National Roadshow Producer at International Trade Centre (ITC) – Ethical Fashion Initiative (EFI)

June 19, 2026

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TERMS OF REFERENCE

Roadshow Programme – Lesotho

Ethical Fashion Initiative (EFI)
International Trade Centre (ITC)

Objective

The September Roadshow aims to generate awareness and excitement around Lesotho’s wool and mohair sector through live cultural activations across five districts, mobilising youth, rural artisans, and emerging designers, with a particular focus on reaching youth aged 18–35 to apply for the Wool and Mohair Value Addition Bootcamp.

Item	Details
Contract Period	July – September 2026
Travel Requirement	Travel to 5 districts of Lesotho
Submission Deadline	28 June 2026
Selection Process	Open Call – Technical and Financial Proposal

Application Package

Applicants must submit:

Company profile or CV
Website or portfolio showcasing relevant experience
Brief proposal (maximum 2 pages) outlining:
- Creative concept
- Activation strategy
- Digital campaign concept
- Preliminary list of district partners
Financial quotation covering the full scope of work

BACKGROUND

The International Trade Centre (ITC), through its Ethical Fashion Initiative (EFI), is implementing the project:

“Lesotho: Expanding Market Linkages for the Wool and Mohair Sector.”

The project supports the development of the artisanal wool and mohair value chain in Lesotho by:

Strengthening MSMEs, cooperatives, and individual artisans
Improving competitiveness
Connecting Lesotho’s fashion and craft heritage to regional and international markets

The project is implemented under Sub-component 1.3 of the Wool and Mohair Value Chain Competitiveness Project (WaMCoP), funded by:

Government of Lesotho
International Fund for Agricultural Development (IFAD)

PURPOSE OF THE TENDER

During its first year of implementation (April 2026 – March 2027), the project is launching a:

Wool and Mohair Value Addition Bootcamp

An open training and selection programme designed to identify promising:

Entrepreneurs
Artisans
Designers
Enterprises

Participants will be selected into either:

An Incubator Programme (early-stage businesses)
An Accelerator Programme (growth-stage businesses)

The programme is intentionally inclusive and designed to reach participants in rural and highland districts.

To maximise visibility and accessibility for youth (18–35 years), the project is launching a National Roadshow consisting of live events across five districts.

The Roadshow will:

Raise awareness of the project
Generate excitement around Basotho fashion
Promote opportunities in the wool and mohair sector
Drive registrations for the Bootcamp

DESCRIPTION OF DUTIES / RESPONSIBILITIES

The selected company will be responsible for the full planning, production, and delivery of a national roadshow consisting of:

Five (5) full-day events
One event in each of the following districts:
- Maseru
- Leribe
- Thaba-Tseka
- Mohale’s Hoek
- Berea

ROADSHOW OBJECTIVES

The Roadshow has two primary objectives:

1. Public Awareness

To create broad public awareness of:

The C209 Project
Lesotho’s wool and mohair sector
Opportunities in creative entrepreneurship
Fashion-related economic opportunities

2. Bootcamp Recruitment

To promote the Wool and Mohair Value Addition Bootcamp by:

Generating interest
Supporting registrations
Assisting participants who face connectivity or access challenges

TARGET AUDIENCE

The Roadshow is designed to engage:

Women of all ages
Youth aged 18–35
Emerging designers
Rural artisans
Creative entrepreneurs

Expected Reach

Channel	Target
Physical Roadshow Events	1,500 people
Digital Campaign	80,000 people

All campaign content should specifically target:

Youth
Women
Artisans
Emerging designers

ROADSHOW CONCEPT AND DESIGN

The Producer will be responsible for:

Overall event concept development
Creative direction
Audience engagement formats
Establishment of partnerships in each district

Events should be:

Dynamic
Culturally relevant
Youth-focused
Highly engaging

The Roadshow should generate:

Excitement
Community conversations
Bootcamp registrations

Suggested Programme Components

Cultural Activations

Examples include:

“Come Wearing Basotho” events
Street-style fashion photography
Live artisan demonstrations
Fashion showcases

Peer Storytelling

Short talks and discussions featuring:

Young designers
Artisans
Entrepreneurs

Cottage Industry Visits

Organised interactions with artisans working within the wool and mohair value chain.

EFI-Supported Components

The following activities will be facilitated by EFI and its partners but must be integrated into the event programme:

Bootcamp Information & Registration Support

Participants will:

Learn about the programme
Receive registration support
Obtain assistance if facing literacy or connectivity barriers

Entrepreneurship Facilitation

Activities will focus on:

Confidence building
Wool and mohair business ideas
Entrepreneurship discussions

The format may vary according to:

District context
Audience profile
Local opportunities

DIGITAL CAMPAIGN

The Roadshow must include an integrated digital campaign running across all five districts.

Applicants should propose:

Campaign concept
Hashtag strategy
Audience participation mechanism
Creative engagement activities
District-level competition concept

The selected Producer will:

Drive campaign execution through its own platforms
Mobilise its own networks
Coordinate with the EFI Communications Team

EFI will amplify campaign content through:

EFI channels
ITC channels

DISTRICT PARTNERSHIP MAPPING AND SECURING

The Producer must identify, approach, and confirm partners within each district.

Priority Districts

Maseru
Leribe
Thaba-Tseka
Mohale’s Hoek
Berea

Potential Partners

Youth and Creative Sector

Youth organisations
Student associations
Youth-led businesses
Fashion communities
Creative collectives
Local influencers

Education Institutions

TVET institutions
Vocational training centres
Universities

Media

Local radio stations

Community Organisations

Women’s cooperatives
Artisan groups

Government Stakeholders

District Agricultural Offices
Local Government offices

All partnerships must be:

Formalised in writing
Clearly define responsibilities
Established before event implementation

LOGISTICS AND PRODUCTION

Under the supervision of EFI’s National Coordinator, the selected company will be responsible for:

Event Production

Programme development
Run-of-show planning
Event coordination

Talent Coordination

Recruitment and management of:

Speakers
Demonstrators
Performers

Event Documentation

For each event:

Minimum 25 photographs
Video documentation

Final Video Deliverable

One-minute highlight reel combining footage from all five events

Promotional Materials

Production of event materials such as:

Banners
Handouts

(in coordination with EFI Communications Team)

Travel and Scheduling

Coordinate travel and event schedules across all districts.

Event Promotion

Promote events through:

Online channels
Offline channels

in coordination with EFI Communications Team.

Event Operations

Manage event delivery from setup to close.

Note:
Venues will be secured by EFI through coordination with District Agricultural Offices and Government entities. The Producer will not contract venues but will manage venue logistics and setup.

DOCUMENTATION AND REPORTING

The Producer shall submit a structured report within five (5) working days after each event.

Reports should include:

Event summary
Attendance statistics
Partnership engagement outcomes
Media coverage
Photographs
Lessons learned
Recommendations

EXPECTED DELIVERABLES AND TIMELINES

Deliverable	Deadline
Presentation to ITC EFI team to finalise concept note, creative direction, and district partnerships	20 July 2026
Approved workplan, district event plans, and signed partnership agreements	27 July 2026
Launch of digital campaign and promotional content across all districts	10–17 August 2026
Completion of all five roadshows and submission of final report	30 September 2026

EXPERIENCE AND COMPETENCIES REQUIRED

The selected company should have strong links to:

Basotho culture
Fashion
Youth engagement

Essential Requirements

Applicants must demonstrate:

Basotho nationality and willingness to travel nationwide
Experience producing or managing:
- Cultural events
- Fashion shows
- Youth activations
- Community roadshows
Strong networks within:
- Youth communities
- Creative industries
- Designers
- Student groups
- Cultural organisations
Excellent communication and stakeholder engagement skills
Fluency in:
- Sesotho
- English
Strong organisational and project management abilities
Ability to manage multiple workstreams independently
Commitment to accessibility and inclusion

Strongly Desirable

Industry Affiliation

Personal connection to Basotho fashion
Textile heritage knowledge
Creative industry experience

Sector Experience

Experience working with:

Youth organisations
Design communities
TVET institutions
Entrepreneurship programmes

Industry Knowledge

Understanding of:

Lesotho’s fashion ecosystem
Artisan networks
Wool and mohair sector stakeholders

Digital Influence

Active presence on:

Facebook
TikTok
Instagram

Existing reach within Lesotho’s creative or youth communities will be considered an advantage.

PAYMENT TERMS AND SCHEDULE

Schedule

All deliverables must be completed by:

30 September 2026

Work may only commence after contract signature.

Payment Terms

Please note:

ITC does not provide advance payments.
ITC is exempt from VAT and other taxes.
Standard ITC/UN payment terms apply.
Payment will be made within 30 days after:
- Delivery of services
- Validation of deliverables
- Receipt of a valid invoice

ITC may consider payment in instalments linked to approved deliverables.

CONFIDENTIALITY AND NON-DISCLOSURE

The selected contractor shall maintain strict confidentiality regarding:

Information
Documents
Data
Technical information
Commercial information
Financial information

obtained during execution of the contract and after contract completion.

REQUIRED DOCUMENTS FOR SUBMISSION