Social and Behavior Change Communication (SBCC) Radio Campaign

Project / Activity: TRANSFORM Project

Country: Kenya

Request for Proposal

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Social and Behavior Change Communication (SBCC) Radio Campaign

Funded By: United States Agency for International Development (USAID)

RFP Release Date: 2022

Submission Deadline: 25th October 2022

Question / Inquiry Deadline:

Electronic submission to the attention of: Heifer Project International Procurement

Electronic submission: procurement-ke@heifer.org.

Contact information for inquiries about this RFP: procurement-ke@heifer.org.

TERMS OF REFERENCE (TOR)

Background: Heifer International Kenya

Heifer Project International (HPI) is a global non-profit working to end hunger and poverty in a sustainable way by supporting and investing alongside local farmers and their communities.

Heifer was founded on the simple belief that ending hunger begins with giving people the means to feed themselves, generate income and achieve sustainable livelihoods.

Since 1944, Heifer has helped 20.7 million households – more than 105 million people – in over 125 countries, through community-based training, appropriate technologies, and agricultural resources, enabling communities to lift themselves out of poverty and hunger onto a path of self-reliance and economic prosperity.

In Kenya, the organization started its operations in the year 1981 and has over the years been implementing market-driven development interventions in dairy, poultry and beef value chains aimed at improving the livelihoods of small-holder farmers.

About TRANSFORM Project

In alignment with the Global Health Security Agenda (GHSA), Cargill in partnership with Ausvet, Heifer Project International, and the International Poultry Council (IPC), seek to engage global market actors, from the backyard and industrial farmers to their respective governments, in sustainably strengthening the animal-sourced-food system and enhancing global health security by preventing emerging zoonoses, Transboundary animal diseases (TADs), and Antimicrobial Resistance (AMR) in major animal agriculture value chains in India, Indonesia, Kenya, and Vietnam via its Transformational Strategies for Farm Output Risk Mitigation (TRANSFORM) program.

The proposed strategy takes a systems approach including policy, practices, and data utilization.

The approach seeks to prevent threats by eliminating the environmental factors that enable them through economically advantageous biosecurity measures, nutrition, and health management.

It will provide farmers and governments with data to build, monitor, and maintain low-risk environments and mitigate threats that breach safeguards.

Further, it seeks to establish policies that ensure appropriate antimicrobial use and best practices.

The TRANSFORM project in Kenya implements on-farm biosecurity measures, and good farm management practices targeting smallholder farmers i.e sector 3 and 4 farmers.

The project will provide biosecurity, antimicrobial, and animal health training to farmers through Community Agro-Vet Entrepreneurs (CAVES) to prevent animal disease resulting in improved animal production, reduction in antimicrobial resistance, and access to safe animal-sourced foods and increased farmer incomes.

The project will conduct research in collaboration with identified Dairy and Poultry farmers on holistic animal nutrition and promote supplemental feeding through the introduction of the small pack (nutritious feed additive) with the aim of improving animal productivity and resiliency to disease.

The project envisages conduct campaigns to increase awareness on biosecurity, AMR and good farm management practices through Social and Behavior Change Communication (SBCC).

A monitoring and evaluation system will be put in place to measure the progress towards reaching the targeted 244.445 farmers directly in the next 5-years.

SCOPE OF WORK

Heifer International TRANSFORM Project will partner with radio stations in Nyanza and North Rift Regions to disseminate SBCC campaign key messages on adopting biosecurity measures, AMR, and good farm management practices.

The campaign will be aired in the format of 1-hour talk show and radio documentary/story/feature to directly reach 100,000 farmers in year 2.

The radio campaign will target households not already reached through direct training. It is expected to promote behaviour change through different communication approaches to develop positive behaviours; promote and sustain individual, community and societal behaviour change among farmers to adopt on-farm biosecurity, antimicrobial use, and good farm management practices.

The talk show will be aired in Nyanza Region (Siaya, Kisumu, Homabay, Migori) for the poultry value chain and the radio documentary/feature/story will be aired in North Rift (Uasin Gishu, Nandi, Trans Nzoia, Elgeyo Marakwet) for the dairy value chain.

The purpose of the radio campaign is to increase awareness of the TRANSFORM project work activities on biosecurity measures, antimicrobial resistant and good farm management practices and its contributions to USAID’s Global Health Security Program.

As we build engagement with stakeholders in dairy and poultry smallholder farmers, County and National Government, policymakers, the public, the media, pharmaceutical sector, veterinarians, Heifer International partners, agrovets, community agrovet entrepreneurs, researchers, consumers and local communities.

ASSIGNMENT OBJECTIVE

Through Social and Behavior Change Communication approaches, the project seeks to increase awareness on biosecurity measures, antimicrobial resistant and good farm management practices via local radio stations.

The project will address the current social economic and cultural issues that hinder the adoption of biosecurity, and good farm management practices among smallholder farmers in the target areas.

Leverage on the current social and behavioural change communication approaches that target communities, institutions and governments are applying to promote the adoption of biosecurity, and good livestock and farm management practices to prevent zoonoses, transboundary animal diseases, and antimicrobial resistance.

Promote behaviour change through different communication approaches to develop positive behaviours; promote and sustain individual, community and societal behaviour change among farmers to adopt on-farm biosecurity, antimicrobial stewardship, and good farm management practices.

Build engagement with stakeholders including sector 3 and 4 farmers, Producer Organizations, County Government Officials, Animal Health Service Providers and other value chain actors.

Partner with suitable radio media house stations with audience reach in the target 8 counties where TRANSFORM project is being implemented.

MEDIA ENGAGEMENT PARTNERSHIP

Partner with a suitable radio station with audience reach in the target 8 project counties.
Sponsor a radio talk show/documentary/feature/story/activations/spots produced to air topics that target communities, institutions and National and County governments and key stakeholders are applying to promote the adoption of biosecurity, antimicrobial resistance and good farm management practices to prevent zoonoses, transboundary animal diseases, and antimicrobial resistance.

3.1 Expected Outputs

Engage local vernacular/Kiswahili radio stations to air key messages on poultry and dairy farm biosecurity measures, antimicrobial resistance and good farm management practices in Nyanza and North Rift regions.

Reach out to 100,000 farmers with key messages on farm biosecurity measures, antimicrobial resistance, and good farm management practices.

Conduct radio talk show/activations/spots/news or feature stories on biosecurity measures, AMR, and good farm management practice messages via vernacular/Kiswahili radio stations in Nyanza and North Rift regions.

3.2 Outcome

Approximately 100,000 households will be indirectly reached by the project SBCC interventions with accurate knowledge of biosecurity, AMR, and good farm management quarterly and annually via local radio stations (be it on radio, internet digital content or TV) per quarter/annually.

A maximum of four (4) radio programmes/spots/talk shows/radio features/news story/activations produced and aired as per need arises/per quarter.

3.3 Deliverables

  • One (1) analytic report on the impact of the SBCC key messages via the local radio stations covering project site.
  • Quarterly report on radio media campaign.
  • Radio station schedule for adoption by Heifer International TRANSFORM Project.
  • Share the talk show, news/feature story format with HPI-K for review and approval before airing.
  • Record and share the talk show and news/feature story aired to HPI-K.
  • Share alongside the statistics on reach of audience in the talk show/news/feature story during and after airing.
  • Share listenership engagement during the talk show/news/feature story with
    HPI -K in an analytical report.
  • Share social media analytic report that presents and tracks relevant data about social media activities before and after airing of talk show and documentary with a simple list of numbers in a spreadsheet to a spiffy slide presentation packed with analysis on the talk show/news/feature stories on;-
    • Number of leads generated
    • Number of posts
    • Net followers gain or loss
    • Engagement rate
    • Click-through rate
    • Top-performing post(s)

4. RESPONSIBILITY OF THE LOCAL RADIO STATION AND HEIFER PROJECT INTERNATIONAL

4.1 Responsibility of the Local Radio Station

  • Propose a strategic radio station schedule for adoption by Heifer International TRANSFORM Project.
  • One (1) an analytic report on the impact of the SBCC key messages via the local radio stations covering eight (8) project sites.
  • Quarterly report on media campaigns
  • Radio station schedule for adoption by Heifer International TRANSFORM Project.
  • Share the talk show, news/feature story format with HPI-K for review and approval before airing.
  • Record and share the talk show and news/feature story aired to HPI-K.
  • Share alongside the statistics on reach of audience in the talk show/news/feature story during and after airing.
  • Share listenership engagement during the talk show/news/feature story with HPI -K in an analytical report.
  • Share social media analytic report that presents and tracks relevant data about social media activities before and after airing of talk show and documentary with a simple list of numbers in a spreadsheet to a spiffy slide presentation packed with analysis on the talk show/news/feature stories on;-
    • Number of leads generated
    • Number of posts
    • Net followers gain or loss
    • Engagement rate
    • Click-through rate
    • Top-performing post(s)

4.2 Responsibility of Heifer Project International – Kenya

  • Guide the selected radio station staff with information required.
  • Familiarize the consultants with branding guidelines and requirements.
  • Provide any information that may be required by the radio during the implementation of the task.
  • Provide the list of the staff to be interviewed in the programs.
  • Provide a list of key messages on biosecurity, AMR and good farm management practice to be discussed during the talk show.
  • Approve list of the Question and Answer during the talk show discussion.
  • Approve scripts for the documentary/radio feature and talk show before airing.
  • Review and approve the proposed methodology.
  • Participate in decision making according to the tasks above and be available for consultation as needed.
  • Be available for consultation as per need arises.
  • Address any issues that may arise from time to time.

5. SUBMISSION

Interested local radio stations or firms legally eligible to implement this assignment in Kenya are requested to submit their proposal expressing interest in carrying out this assignment.

Please include the name of the person in your organization who will be involved in negotiating the contract as well as your telephone and email contact information.

Submissions must be in English and typed single-spaced using Times New Roman font size 12, with a complete set of appendices/attachments as applicable.

All pages must be numbered and include the SOW reference number in the cover page, and name of the organization at the bottom of each page.

6. APPLICATION PROCEDURE

The proposal (duly signed) from media houses should comprise technical and financial proposals.

Proposals will be accepted preferably in soft copy through email and mentioning the subject line; TRANSFORM Project “SOCIAL AND BEHAVIOR CHANGE COMMUNICATION (SBCC) RADIO CAMPAIGN” to procurement-ke@heifer.org; on or before 25th October 2022.

THE APPLICATION REQUIREMENTS

Only legally registered media houses and radio stations are eligible to apply and should submit the following documents upon application:

  • Letter of expression of interest and demonstration of capability.
  • Cover Page (Name of organization/company, contact details – the name of the contact person, physical address, phone number, and email address).
  • A technical proposal detailing your understanding and how you propose to undertake the assignment, and work plan. Include at least three referees and their contacts, and CV(s) of the person(s) to be engaged on the assignment.
  • Financial proposal–Applicants should submit a detailed budget in excel format with budget notes that explain the basis of the estimate for each line item (in Kenyan Shillings).
  • The bidding media house/ radio station must attach the following documents below when submitting their bid or proposal to Heifer International:
    1. Certificate of Incorporation or Business Registration Certificate.
    2. A Partnership Deed if you are running a partnership business.
    3. Audited financial statements for the last three years.
    4. Valid CR12 Certificate
    5. KRA online PIN Certificate.
    6. Current Valid Tax Compliance Certificate.
    7. Physical location including town, building, room number and postal address.
    8. Directors’ / Partners’ personal guarantee.
    9. Trade reference and clientele list including their respective contacts.

7) LATE SUBMISSIONS AND MODIFICATIONS:

Proposals received after the submission deadline will not be considered.

Applicants are responsible to ensure their proposals are submitted according to the instructions stated herein.

Heifer retains the right to terminate this RFP or modify the requirements upon notification to the Applicants.