Media Scoping and for Select AP Countries 

April - June 2025

[PLEASE READ UNTIL THE END; INSTRUCTIONS AT THE BOTTOM]

OVERVIEW & PURPOSE

In our effort to truly shift narratives and build public pressure for systemic change, we recognize the important role that traditional media and new online platforms play in public discourse, including holding polluters and governments accountable and forcing them to act in favor of environmental and social justice. The goal of this media scoping study and audience research is to strengthen the Asia Pacific movement’s capacity to engage the media and cultivate relationships that help forward relevant narratives, as well as inform the public and build clamor for strong policies (i.e., Global Plastics Treaty, national policies, policies enabling reuse systems) and environmentally sound business practices.  This entails an informed media strategy that the movement can use in the region, and in key priority countries.

This work is designed to strengthen advocacy efforts, amplify the voices of local communities, and support the transition to Zero Waste solutions across the Asia Pacific region. By examining the evolving media landscape, identifying key influencers, and understanding the narratives shaping public discourse on waste management, just transition, and false solutions, this study will inform and align with broader communications objectives. 

Objective

This study aims to inform a regional media engagement strategy that strengthens Zero Waste and just transition narratives while exposing false solutions to plastic pollution and the climate crisis. By analyzing media coverage, industry influence, and audience perceptions, the study shall generate actionable insights for advocacy and movement-building. Its findings will guide targeted media interventions and support a more effective, coordinated approach to engaging journalists and media platforms across the region. A well-informed media strategy will equip the movement with the tools to navigate the evolving regional and national media landscapes effectively.

This media scoping study and audience research aim to strengthen the Asia Pacific movement’s capacity to engage the media, foster meaningful relationships, and advance narratives that mobilize public support for strong policies—including the Global Plastics Treaty, national legislation, and policies that enable reuse systems. This work is designed to enhance advocacy efforts, amplify local community voices, and support the transition to Zero Waste solutions across Asia Pacific. By mapping the evolving media landscape, identifying key influencers, and analyzing narratives that shape public discourse on waste management, just transition, and false solutions, this study will contribute to broader communications objectives and strategic media engagement.

Overview 

To map out the current media landscape and identify opportunities for amplifying solutions-oriented narratives—particularly Zero Waste solutions and just transition—while countering misinformation and false solutions across the Asia Pacific region, this study is aimed at helping inform a tailored communication approach in the region and priority countries: 

Key activities include:

• Scoping study and analysis in priority countries

  • The research shall analyze media influence, focusing on how corporate actors and industry-backed narratives shape public discourse on waste management and climate action. Using content analysis of news articles, opinion pieces, and other media outputs, the study shall examine how different narratives are framed. It shall identify any misinformation tactics and media coverage gaps to inform recommendations for amplifying just and sustainable solutions.

• Assess media coverage of plastic pollution and public trust in media.

• Identify the most relevant, credible, and influential media outlets—both online and traditional—across mainstream and alternative platforms (e.g., podcasts, newsletters, websites, magazines, and broadcast media).

• Determine which platforms effectively shift narratives for debunking false solutions and promoting real solutions like zero waste and reuse.

• Identify the most credible or most trusted influential media personalities, journalists, and online influencers who may also be part of a Zero Waste Journalist Network

• Analyze newsroom/editorial preferences for stories, angles, and headlines based on outlet type, country, and target audience.

• Examine how narratives around plastics, food loss, food waste, and false solutions (e.g., WtE incinerators, plastic credits, chemical recycling) are communicated and identify opportunities for intervention.

• Actionable recommendations for media engagement that aim to: 

• Amplify Zero Waste solutions and frontline voices

• Counteract industry greenwashing

• Inform campaigns and programs with targeted media pitches and response materials

• Audience study

• Identify the media outlets, programs, and platforms (such as podcasts, vlogs, newsletters, etc)  that target audiences engage with (country-specific insights).

• Analyze the nature of these outlets/programs to inform media pitching strategies and collaborative opportunities to reach target audiences

• Capacity building and dissemination

• Share study results through a webinar to equip stakeholders with insights and strategies for effective media engagement.

Target Countries

We envision three studies being conducted in three subregions. Kindly specify in your proposal which subregion/s you are interested in working on: 

• Subregion: Southeast Asia

• Thailand 

• Malaysia

• Vietnam 

• Subregion: East Asia

• South Korea 

• Japan 

• China

• Subregion: Pacific 

• New Zealand 

• Australia

• Fiji

Components and Deliverables

I. Study (April - June)

Commission research which may include consultations, interviews with media practitioners and audiences, focus group discussion, surveys, desk research and content analysis

Deliverables

The final outputs of this study should include: (1) a comprehensive media landscape report outlining key findings, media trends, and strategic recommendations; (2) a database of relevant journalists, media outlets, and influential voices to support future engagement efforts; and (3) a set of media engagement recommended guidelines informed by research insights. These deliverables should be designed to support long-term advocacy efforts and enhance the movement’s ability to shift narratives around waste, climate, and justice.

II. Sharing of Results (June - July)

Capacity building session/s with members: sharing of study results and recommendations (followed by a co-creation of regional and national earned media strategy with members led by BFFP and GAIA)

EQUAL WORK OPPORTUNITY

We are committed to equal work opportunity principles and to provide all workers with a safe work environment free from discrimination and harassment. We welcome you regardless of your gender identity, sexual orientation, ethnicity, religion, age, physical ability, or any other status unrelated to the performance of the job. 

To Apply: 

Please submit the following via email to  raimiel@no-burn.org with subject “RFP for Media Study 2025”:  

1. Updated resume or company portfolio and cover letter 

2. Project proposal (no more than five pages) and service quotation. 

Evaluation Criteria:

The proposals will be evaluated based on:

• Relevance of previous work and expertise in media research and strategy

• Demonstrated understanding of geographies covered

• Proposals may cover only one or multiple countries on the list.

• Proposed rates and timeline for the project

NOTE: Your output from this assessment as part of the application process will strictly belong to you unless you are officially selected in the application process. GAIA will neither claim nor use your intellectual property without your explicit permission.

APPLICATIONS WITH INCOMPLETE DOCUMENTS WILL NOT BE REVIEWED.

No calls, please. The deadline of submission is on May 31, 2025. Please consider applying ASAP as qualified applicants will be screened and shortlisted immediately, and the position may be filled before the deadline. Should you have further questions about the role, kindly send an email.