Expressions of Interest – Growth and Engagement Plan

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Parents’ Voice is looking to work with a suitable consultant to develop a two year growth and engagement plan.

Parents’ Voice is an online network of parents working to improve food and physical activity environments for children. We build campaigns, partnerships and create change via the media and parent advocacy work. We focus on healthy eating, physical activity, healthy schools, junk food marketing, and healthy checkouts.

Formally known as The Parents’ Jury, Parents’ Voice was formed in 2004 and now represents thousands of Australian parents.

Parents’ Voice is financially supported by Diabetes VictoriaVicHealth and YMCA Victoria.

Our work is guided by a Steering Committee, with representation from our partners and parent members. The Steering Committee is responsible for strategic & policy direction, with the day to day operation managed by a small highly experienced team of two.

More information is available on our website.

Scope of Work

We’re looking for a partner to help us examine our framing, improve the activation of our 10,000 parents, and develop a sustainable membership growth model that will support us to reach parents in diverse and underrepresented communities.


Parents’ Voice communicates with parents around the issues of food and physical activity. Within the Public Health sector we frame our work as being prevention of childhood obesity facilitated by policy and systems change. We would like to analyse whether reframing our core mission from childhood obesity to childhood wellbeing would create a greater impact with our members.

Additionally, we would like to explore the impact of our communication style, methods and messages on reaching diverse communities, and identify opportunities to optimise reach and engagement.


Like most advocacy collaborations we would like to explore ways we can motivate our membership to take more direct action. For example: completing a survey, taking action locally, calling an MP or attending an event. We have historically had a low percentage of our members engage in campaign tasks, we would like to grow this.

Membership Stabilisation and Growth

In the past we have attended parenting expos to reach out to new parents and sign them up. This method of recruitment is not very sustainable and normally results in a steady decrease of email subscribers in the months following the expos. We would like to create a more sustainable grow and membership recruitment plan.

We need to expand our digital reach and find new ways of recruiting members online.

We would also like to examine ways that we can reach more families from CALD and Aboriginal and Torres Strait Islander backgrounds and in geographical areas that are more greatly impacted by the social determinants of health.


We would expect the consultant working with us to be able to:

  • Examine our current practice and contrast it with national and international examples of best practice in obesity prevention campaigning or other examples of public health or social policy campaigning; and
  • Develop recommendations that are tested or able to be tested with current and prospective audiences.


  1. Analysis of Parents’ Voice’s framing and current practices.
  2. Develop a two year growth and engagement strategy that includes:
    • Increased activation of existing parents
      • 30 per cent increase over existing levels of engagement.
    • Retention and growth of membership base
      • 15 per cent increase in email subscriptions
    • Growth of social media followers and engagement
      • 15 per cent increase in Instagram, Facebook and Twitter followers
    • Expanded reach into diverse communities
      • 10 per cent increase in email members that reside in identified disadvantaged areas.


These dates will be confirmed with the successful applicant.

Start development – June 2020
Finalise report – September 2020


Development – $10,000 – $15,000 excluding GST (external agency/consultant). The successful applicate will be required to sign a letter of offer which will outline the key deliverables, reporting and payment schedules. Parents’ Voice staff will be available to work collaboratively to support the development of this work.

Initial implementation – no less than $5000. This is the available budget to allow Parents’ Voice to implement this work in the short/medium term.

Expressions of Interest (EOI)

EOI should take the form a statement (5 pages maximum) from interested parties that outlines their experience, qualifications and include relevant examples of previous work and provides a one page project plan out lining the proposed methodology for implementing the project. Please include the details of two referees. A CV may be included in support of the application.

The EOI must also include a declaration on any actual or perceived conflicts of interest, or links to companies whose activities may be inconsistent with Parents’ Voice’s mission and values.

Submission of offer

The EOI must be submitted to by COB 27 May 2020. Please begin the subject line with ‘EOI Parents’ Voice’.

EOI’s will be assessed by Parents’ Voice and its partner organisation, VicHealth in conjunction with the Parents’ Voice Steering Committee. Strong weighting will be given to value for money and demonstrated experience, particularly in advocacy and/or public health sectors.

Contact person

Alice Pryor
Manager – Parents’ Voice
0416 219 261

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