RFP# LRPS-2022-9176696: for Multimedia communication to foster social and behavioural change (SBC) on children and adolescent issues with emphasis on prevention of harmful practices including (VAWC).

 

TERMS OF REFERENCE FOR INSTITUTIONAL CONTRACT

 

Title of the assignment

Multimedia communication to foster social and behavioural change (SBC) on children and adolescent issues with emphasis on prevention of harmful practices including Violence Against Children and Women (VAWC) and child marriage in Bangladesh

Purpose

The objective of this consultancy are to provide technical and operational support to promote the SBC on children and adolescent’ issues through strategy development and multimedia communication with phased approach.  

The specific objectives are:

• to develop social and behavioural change communication strategy and action plan based on the baseline study findings of knowledge attitude practice and norms/beliefs (KAPN)
• to develop nationwide multimedia campaign strategy and action plan
• to execute/roll out the national multi-media communication action plan  and the campaign on prevention of VAWC and ECM along with contextualised media interventions.

Location

Dhaka, Bangladesh.  Field visits will be required to (8 Divisions, approximate 17 selected districts and Upazilas) for sub national level events.

 

National Multimedia Campaign contents development may require field visit for production. Contrywide media dissemination plan will be from Dhaka.

Divissional launching of the campaign will be at 8 divisions and selected districts with Child Protection vulnerabilities and Climate Vulnerabilities, i.e.;

Divisions: Dhaka, Mymensingh, Barishal, Chattogram, Khulna, Rajshahi, Rangpur, and Sylhet.

 

Vulnerable Districts:

Narail, Netrokona, Jamalpur, Sherpur, Magura, Sirajganj, Chapai Nawabganj, Nilphamary, Kurigram, Habiganj, Sunamganj, Satkhira, Kushtia, Barguna, Patuakhali, Bhola, Rangamati, Khagrachari, Bandarban

 

Outdoor campaign to be executed at the sub-national level in collaboration with UNICEF Field Offices and government counterparts

 

Estimated Duration

This will be a ‘Comprehensive Multimedia Communication along with Specific Campaign’ with a focus on prevention of harmful practices including VAWC and child marriage. The intervention period will be 24 months that include Inception Plan, SBC Strategy Development along with campaign plan, development & production of communication package, technical approval, broadcasting and execution at the field office level.

The projected date of commencement is 25 July 2022.

 

Note: The SBC strategy and messaging will be designed to address the key findings from the baseline study on Knowledge Attitude Practice and Norms issues related to harmful practices affecting children and adolescents including children with disabilities (CwD). The campaign effectiveness in changing KAPN will be measured through midline and endline study. Besides, there should be a media monitoring mechanism to track the reach and exposure of the contents. 

 

Reporting to Technical Supervisor of this assignment

Social and Behaviour Change Specialist, SBC Section

 

1. Background

Bangladesh has more than 64 million children that make up around 40 per cent of the population and approximately 34.3 million of them are adolescents (17.6 million males and 16.8 million females) in the 10-19 years age group (BBS, 2020 population projection). The country is also one of the fastest ageing societies in the world, while children and adolescents including those with disabilities are facing the challenges while living under the poverty line, the mass population is also facing rapid urbanization, climate change and lack of access to basic quality services. Children and adolescents are also facing both an opportunity and a precarious period due to their social and cultural practices influenced by expectations, perceptions and norms that increase both risks and pose limitations to opportunities. Access to services and information is limited with some contextual challenges while children from vulnerable communities and hard-to-reach areas are facing more challenges due to increasing risks to violence, exploitation and abuse that has long term negative effects on children and the adolescents and children with disabilities (CWD) are the most susceptible among them. Children and adolescnts are facing multifaceted harmful practices that affect their wellbeing and development with ful potentials. A recent report estimated that one billion children – or one out of two children worldwide -suffer from any form of violence each year.[1]  The world leaders therefore committed to end all forms of violence against children by 2030, as part of Sustainable Development Goals (SDGs) 16.

 

The Multiple Indicator Cluster Survey (MICS 2019) showed that about 89% (which is 7% higher than the previous MICS in 2013) of the children aged 1 to 14 year is reported experiencing physical violence and psychological aggression at home. There is a wide acceptability of punitive method for child disciplining as 35% mothers/caretakers believe that a child needs to be physically punished.  Children face sexual abuse or harassment at home, at schools or learning institutions and workplaces. The ‘Status Report: Violence against Children in Bangladesh’ of Save the Children showed the rights body’s comparative scenario between 2018 and 2019 which indicated the increase of sexual violence incidents (by 70.32%), and the ‘The Child Rights Advocacy Coalition in Bangladesh (CRAC’B)’, also found that young girls are increasingly falling victim to online sexual harassment and abuse as 90% of the victims are pre-teen and teenage girls. Besides, children and adolescent with disabilities are at increased risk of abuse and often there are delays in care-seeking practices from parents for the children with disabilities. Considering the negative societal attitude towards children with disabilities (CwD), children with disability are least likely to receive the basic social services and more at risk of discrimination and violence.

 

Bangladesh also ranks among the top 10 countries in the world with the highest levels of child marriage with a prevalence of 51.4 percent, which, translates to 38 million girls married before the age of 18; and 13 million girls married before age 15. Nearly 5 in 10 child brides gave birth before age 18, and 8 in 10 gave birth before age 20 (MICS 2019). Often some of the norms and practices are not even perceived as violence, such as child marriage which resulted in 51.4% of women aged 20 to 24 years being married before 18 years while about 33 % of women (adolescents) age 15-19 years are currently married. As per MICS 2019, 6.8% children from 5-17 years are engaged in child labour (male 8.8% and female 4.6%), 6.1% children from 5-11 years, 14.3% from 12-14 years and 20.2% from 15-17 years are engaged in hazardous child labour  that taken away their rights. On a separate note, the rapid survey conducted by Manusher Jonno Foundation’ and UN WOMEN reflected that violence against girls and women or Gender discrimination including child marriage has increased during COVID 19 context. The climate change, geographical remoteness and accessibility/affordability aspects of the specific  social cultural context of different communities/areas that needs to be understood to ensure the call to actions of campaign will indeed be accepted and taken up by these communities.

 

Children and adolescents in Bangladesh are deprived of access to social services that enable the fulfillment of their rights and respond to their distinctive needs. Important gaps in the knowledge base on gaps on the understanding of population and parents on the concept of and the rights of adolescents leaving more to be known and understood about the underlying social and economic determinants of vulnerability and deprivation in adolescence.  The prevalence of VAC in Bangladesh is quite high with evidence pointing to the fact that the trend increasing and becoming common at family, community and institutional levels.  Harmful norms and beliefs trigger negative attitudes, such as violent ways of disciplining children is perceived as beneficial for child development. Often disability is perceived as a curse or a punishment for sinful behaviour of families and affects accessing the services and participation. 

 

In Bangladesh, there are laws and policies to respond to child marriage, VAWC and child labour, though the lack of enforcement, governance, skilled human resources and technical understanding creating challenges to ensure full protection of children and adolescents. Besides, limited systematic engagement and reflection of adolescent and community voices also hampering the creation of enabling environment for bottom up planning, monitoring and upstream programming. The cultural context generally does not encourage adolescents to share their views and the voices often remain silent and unaccounted as many social beliefs and cultural practices limit open discussion and exploration.

 

Given the situation, the UNICEF in coordination with the government of Bangladesh and development partners are placing growing emphasis to improving the lives of children and adolescents including CAwD. The deep-rooted inequalities coupled with socio-cultural disparities that create hindrances for the most disadvantaged and vulnerable children and adolescents from fulfilling enjoying rights. UNICEF Bangladesh along with government bodies and relevant partners planned to uptake innovative social and behavioural change communication through socially transformative approaches and multipronged trans-media communication campaign for creating an enabling environment for children, adolescent and their communities to participate and build resilience.

 

The transformative multimedia communication campaign intends to enhance awareness among children including adolescents, their parents/caregivers including family and community about the effect of harmful practices and the importance of positive childcare practices and the prevention of violence against children and women including child marriage. As per the National Media Survey 2018, television has the highest reach with 87 per cent followed by the internet (39.8%), Press (25.8%) and Radio (21.1%).

 

The internet reach is still limited, around 80 per cent of the population have access to some form of media while 20 per cent cannot be reached through any form of mass media.  In 2019, less than 1% of adolescent age 15-19 have exposure to mass media and 16% have used the internet.

 

Therefore, a comprehensive multi-media communication intervention is expected to be executed for two to three years to address a wider range of key behavioural issues along with a focused campaign toward ending VAC and other harmful practices including child marriage. There will be an umbrella Social and Behavioural Change strategy and the multi-media communication will be a core part of the SBC strategy that will include social mobilisation and community engagement interventions including motivating key influencers, local and religious leaders; and systems strengthening approaches. The entire media initiative is grounded on the findings from the baseline study on Knowledge Attitude Practice and Norms (KAPN), conducted by icddr’b that will also measure the changes in practices through the midline and endline studies.

 

The assumption is that an accelerated focus on social norms in acting to strengthen drivers of change like adolescent and gender transformative programming will deliver benefits across all programme areas in addressing systemic barriers to child rights for the most vulnerable children and adolescents, including those with disabilities. In this regard, the UNICEF Bangladesh Country Office is seeking to engage an agency/organization to develop evidence-informed Social and Behavioural Change Communication Strategy including Multimedia Communication Plan, to develop communication packages and to execute the multi-media communication and campaign on key behavioural issues with a focus on prevention of harmful practices, VAWC and other harmful practices including child marriage.

 

2. Objectives, Purpose and Expected Results

The overall objective of the assignment is to develop a Social and Behavioural Change Communication Strategy along with a Multimedia Communication action Plan on the prevention of harmful practices including positive practices for children with disabilities, to develop integrated communication packages to address the Social and Behavioural Change issues, to execute the multi-media communication and campaign on key behavioural issues with a focus prevention of VAWC including positive parenting.

 

The specific objectives and the expected results of the assignment are mentioned below:

• to develop a social and behavioural change strategy and action plan to create mass awareness and increase knowledge among children, adolescents/youth, parents/caregivers and communities on KAPN issues related to harmful practices, ECM & VAWC
• to develop key message contents/’Value Grid’ around knowledge attitude practice and norms/beliefs on life-cycle issues in the prevention of harmful practices with a focus on VAWC and ECM,

• to develop evidence-informed ‘Integrated Communication Package’ for interpersonal communication on key message contents on life-cycle issues in the prevention of harmful practices with a focus on VAWC and ECM including children and adoescents with disabilities.
• to develop audio-visual communication contents based on the evidence generated through the knowledge, attitude, practices, and norms/beliefs (KAPN) study and pretesting,
• Develop media dissemination plan and facilitation support for broadcasting entertainment-education series through diverse media channels

 

Strategic communication and contextual messaging will be crafted, pretested, finalized and disseminated to instigate the adoption of positive practices and new norms among children, adolescents, parents/caregivers and communities. Considering the family vieweing practices and cultural influence, audience analysis should be done based on the social ecological model. Media habit analysis is a prerequisite for selecting digital and non-digital communication channels. The impact on behavioural change/shift will be measured by the midline and endline study of KAPN, though media monitoring is critical to understand the viewership trend of the campaign content.

 

The indicative deliverables of the assignment are given below, and new output may be added based on the research findings and campaign strategy.

 

1. Strategic Output

1. Inception Report on the assignment and implementation plan
2. Social and behavioural change communication (SBCC) strategy including national Multimedia Campaign strategy on VAWC based on the study findings of KAPN
3. SBCC action plan along with a media dissemination plan
4. Completion report 

 

1. Audiovisual Communication Package for Electronic Media and digital platform

1. 12 TV spots/ PSAs (web-friendly) on prevention of harmful practices; i.e. VAC, CM, discriminatory practices towards CAwD (Radio adaptation by Bangladesh Betar)
2. Entertainment education TV series/Web series (e.g. It can be a new production or a sequel of telenovela ‘Icchedana’)
3. At least 2 launching Promo of the series (3 min) and 6 promo clips (30sec each)
4. Character based Radio Show (linked with quiz)
5. A ‘Counselling Video’ on prevention of VAWC
6. Launching Event at the national and Divisional locations for the premier show (in collaboration with MoWCA, GoB & UNICEF)
7. Theme song on prevention of VAC/positive parenting 
8. Docudrama (90 mins) for a mobile film show

 

 

1. Digital Media

1. Digitalisation of all contents/ products for engaging audience through the internet (All proposed material should be web-friendly)
2. Social media promo clips for engagement, media promotion and link with teaser campaign 
3. Create an audience panel of social media viewers (young people and parents) to track the viewers interest, gather feedback on the drama contents and part of pretesting 

 

1. Print & Outdoor Media

1. Design of a Fact sheet – Study Findings
2. Design a set of Posters: 8 posters with ‘Call to Action’ (as per visibility guideline)  
3. Design and develop banners, slogans, handouts on key messages that align and integrate with current communications on harmful practices
4. Communication Package for Interpersonal Communication and dialogues: Flashcard set with key messages with a focus on VAWC and ECM 
5. Billboards (branded content and key call to action)
6. Megasign and Tinboads in strategic location as reminder and visibility material

 

3. Description of Assignment

 

Description of Tasks

End products/ Deliverables

Time Frame

1. Strategic Output

1. Desk Review and Inception meeting on the scope of work and key messages

1. Inception meeting with C4D/SBC section and cross-sectoral focal
2. Presentation of understanding of assignment
3. Work plan and timeline

Inception report/Approach Note and  the implementation modalities along with action plan and timelines  

2 Weeks

1. Develop Social and Behaviour Strategy and action plan based KAPN study findings

1. Consultation meetings/workshops with Programme officials of UNICEF and respective counterparts (MoWCA, MoI, development partners/CSOs and media partners)
2. Develop Multimedia Campaign strategy, action plan and media dissemination plan based on SBCC strategy
3. Prepare Approach Notes on National and divisional launching
4. Get endorsement of SBCC strategy and campaign action plan from UNICEF and C4D Coordination Committee

Social and Behaviour Change Communication Strategy on fostering adolescent empowerment and prevention of VAWC

 

Multimedia Campaign strategy and action plan with a focus on VAC prevention, positive parenitng and Ending Child Marriage

 

Media dissemination plan

 

 

 

6 weeks

 

 

 

 

1. Audio Visual Communication Packages

Pre-Production Phase:

1. Develop ’Value grid’ (message content) for communication packages and ‘Design Document’ for Audio-visual content, IPC material and print media
   1. Conduct ‘Message Development Workshop’ with children, adolescent, parents/caregivers, programme officials and respective partners
   2. Develop ‘Creative Brief’ for prioritised list SBC packages
   3. Conduct ’Design Document’ workshop for entertainment education series and docudrama (with children, adolescent, parents/caregivers, programme officials and partners)
   4. Develop & finalise Key ‘Call to Action’

 

‘Value grid’ on the key message contents developed, reviewed and finalized that will be addressed in PSAs, flashcards, factsheet etc.

 

‘Creative Brief’ developed and finalized

 

‘Design Document’ developed with key messages for the telenovela/ drama series and docudrama

 

‘Call to Action’ for branding the campaign will be finalized

6 weeks (parallel task)

1. Develop storylines and scripts for PSAs, promos/theme song and concept note of Radio talk show with key focus on VAWC and ECM issue including Children with disabilities (Phased manner)
   1. Present/ share storyline options with UNICEF and C4D coordination committee for review and inputs (including English version)
   2. Pre-test scripts with audiences and revise as per findings and inputs
   3. Get approval of the scripts from C4D Coordination Committee of MoWCA before filming

Storyline & scripts of PSAs developed on key message areas based on ‘Value Grid’

Scripts and music composition for Promo and theme songs

 

Scripts (story boards/audio version) of PSA pretested and finalized

 

Pretest findings report

 

Approved Scripts for production

 

8 weeks

1. Develop storylines and scripts of the telenovela/drama series and docudrama

1. Story concepts development during ‘Design Document’ workshop (linked to activity 3.b)
2. Share the story, synopses and scripts with UNICEF and respective partners for review and inputs (including English version)
3. Pre-test synopses and scripts (storyboards or rough cuts of audio version) at least for 3 episodes to avoid costly errors
4. Incorporate pre-test findings and finalise the synopses and scripts
5. Get approval from UNICEF and MoWCA, and prepare for final productions

 

Storyline/ Synopses on telenovela/series and docudrama and docudrama finalized

 

 

Scripts finalised for Pretest

 

Pretest findings report

 

Scripts approved from UNICEF, C4D Coordination Committee of MoWCA and MoIB

 

8 weeks

Production Phase:

Pre-production meeting:

1. Share the production plan of the PSAs and EE drama series following the ‘Do’s and Don’ts’

1. Share production plan including the casting, site selection, cultural context specific costumes and video shooting timeline
2. Creative team will get approval from UNICEF before video shooting
3. Video shooting as per production plan and take back-up footage (as required), photo shooting for promotion and branding

Finalized scripts ready for shooting/ recording (production)

 

Approved production plan of PSAs

 

Approved production plan of EE Drama

 

Video shooting plan/timeline and location shared

1. weeks

Post-Production

1. Finalise the production outputs and airing

1. Editing and sound mixing of PSAs and drama (Separate for PSAs & Drama)
2. Develop rough cut (draft) of the production outputs/ PSAs, promo and video clips for UNICEF’s review
3. Revise and final editing for UNICEF and MoWCA approval
4. Prepare plan for Launching Events of the PSAs and Telenovela and execute the events at national and divisional level
5. Facilitate airing/ media dissemination through media partners including BTV as per media plan
6. Quality assurance: Submission of the EE drama and docudrama to BTV for review and broadcasting

Rough cuts / final draft of the PSAs

Rough cuts of drama

 

Final PSAs/TV spots approved and ready to air in TV and social media

PSAs are aired in TV and other channels

 

Approved Telenovela/drama ready for airing in TV and other channels, and broadcasted in multichannel

 

Social media promo clips for media promotion, linking with teaser campaign 

Launching Events to foster the MM campaign

 

1. weeks

1. Monitoring and tracking progress:
   1. share media monitoring report of the AV contents in quarterly basis

 

Quarterly media monitoring report

Campaign implementation period

1. Digital Media

 

 

1.  Digitalisation of all contents/ products for engaging audience through the internet (material should be web-friendly)
2. Create an audience panel of social media viewers (young people and parents)

Social media promo clips based on EE series

Media promotion videos (Cut down version from AV contents)

Report on the feedback gathered from audience panel on the contents

1 week

1. Print media and outdoor

1. . Message contents and design development for print & outdoor materials (posters, leaflet, press ad)

1. Develop designs of communication Materials - Pre-test all designs of materials including use of the language, visuals and illustrations
2. Share the text and design with UNICEF and MoWCA, incorporate feedback/inputs and finalize

Draft design of print materials

 

Report of pre-test

Final designs of SBC materials ready to print

Approved designs and texts of all print materials reflecting UNICEF/GOB feedback

1. weeks

 

1. Mounting of outdoor materials/ Wall paintings, and monitoring to ensure in place for the period negotiated etc.

Location listing, approval and installation

6 weeks

1. Arrange premiere show/launching at national and 8 divisional levels

Launching Events

1. Weeks

1. Digitisation of selective materials and facilitation for social media component

Digital version of selective audio visual materials

2 weeks

1. Submission of completion report with all the contents and deliverables

• Final Completion report including the SBC contents and deliverables

2 weeks

 

 

4. Deliverables

 

The indicative and technical oututs/deliverables of the assignment are given below, and new output may be added based on the research findings and campaign strategy.

 

1. Strategic Output

1. Inception Report of the assignment
2. Social and behavioural change communication (SBCC) strategy including Multimedia Campaign strategy on VAWC based on the study findings of KAPN
3. SBCC action plan along with a media dissemination plan
4. Completion report 

 

1. Audiovisual Communication Package for Electronic Media and digital platform

1. 12 TV spots/ PSAs (web-friendly) on prevention of harmful practices; i.e. VAC, CM, discriminatory practices towards CAwD (Radio adaptation by Bangladesh Betar)
2. Entertainment education TV series/Web series (e.g. It can be a new production or a sequel of telenovela ‘Icchedana’)
3. At least 2 launching Promo of the series (3 min) and 6 promo clips (30sec each)
4. Character based Radio Show (linked with quiz)
5. A ‘Counselling Video’ on prevention of VAWC
6. Launching Event at the national and Divisional locations for the premier show (in collaboration with MoWCA, GoB & UNICEF)
7. Theme song on prevention of VAC/positive parenting 
8. Docudrama (90 mins) for a mobile film show

 

1. Digital Media

1. Digitalisation of all contents/ products for engaging audience through the internet (All proposed material should be web-friendly)
2. Social media promo clips for engagement, media promotion and link with teaser campaign 
3. Create an audience panel of social media viewers (young people and parents) to track the viewers interest, gather feedback on the drama contents and part of pretesting

 

1. Print & Outdoor Media

1. Design of a Fact sheet – Study Findings
2. Design of a Campaign Brief
3. Design a set of Posters: 8 posters with ‘Call to Action’ (as per visibility guideline)  
4. Design and develop banners, slogans, handouts on key messages that align and integrate with current communications on harmful practices
5. Communication Package for Interpersonal Communication and dialogues: Flashcard set with key messages with a focus on VAWC and ECM 
6. Billboards (branded content and key call to action)
7. Megasign and Tinboards in strategic location as reminder and visibility material

5. Reporting requirements

 

• Inception Report within 2 weeks of signing the contract;
• Social and Behavioural Change Communication Strategy based on KAPN Study within 8 weeks of signing the contract;
• Multimedia Campaign Plan and action plan within 8 weeks of signing the contract;
• Message Content ‘Value Grid’ and ‘Design Document’ based on Message Development Workshop within 6 weeks of signing the contract;
• ‘Approch Notes’ for National and Divissional Launching
• Progress Update against key deliverables by 1st of every month (Presentation format);
• Minutes of monthly Meetings within 2 days after the meetings;
• Technical Reports on a quarterly basis;
• Workshop reports  within 2 weeks of completion of the workshop;
• Completion Report of key Strategic Outputs and key deliverables.

 

Indicative format to be followed in submitting the final report or other reports, also please specify the same below (as/if required). Examples of potential types of reports are:

 

• Table of contents, list of annexes/figures/tables, etc.
• List of Acronyms
• Executive Summary (2 – 5 pages)
• Background and Situation Analysis
• Audience Analysis
• Desk Review findings
• Objectives of Report
• Methodology/Process
• Limitations
• Ethical Considerations
• SBC Strategies (Key SBC approaches, Implmenation Modaities and Action Plan )
• Strategic Partners
• Conclusion

 

6. Payment Schedule

• 15% of total fee upon submission of the inception report and message content ‘Value Grid’
• 20% on submission of SBC strategy and action plan, Multimedia campaign strategy and action plan,
• 15% upon submission of approvedPSA Scripts and production of 6 PSAs, designs of Fact sheet, booklet, posters, positive parenting handouts and outdoor media materials.
• 15% upon submission of designs of communication package; i.e. flashcard set, counselling video, campaign brief, and ’Design Document’ on telenovela/EE series, scripts of the series, docudrama and rest of the 6 PSAs;
• 20% upon submission of telenovela, docudrama, production of rest of the 6 PSAs and media dissemination;
• 15% of total fee upon completion of the assignment, submission of the rest of the deliverables and facilitation of the media dissemination of EE series, media contentsand final report;

 

7. Qualification requirement of the company/institution/organization

 

• Qualified advertising, social communication and multimedia production agency with active experience of at least 8 years in providing the services including development of Social and Behavioural Change Communication (SBCC) strategies, planning/development and execution of nationwide multimedia campaigns, production of innovative/creative communication materials for both television and radio, social media
• The company should be registered and licensed to provide the selected Services;
• Demonstrated experience of developing and implementing similar Social and Behavioural Change Communication Strategies, multimedia campaign strategies on child and adolescents rights and engagement issues with UN or any other development partners
• Expert/specialized at brand communication, effective messaging and script development appealing and engaging children, adolescents/young people and their caregivers/parents/communities
• The company should have implemented or ongoing 3 (three) contracts of similar nature with organizations/ companies of similar magnitude and complexity.

 

7a. Qualification requirement of the team

 

• Team leader and key members must have relevant qualification and experiences in relation to strategic social and behavioural change communication, people oriented and innovative multimedia communication including digital and non-digital media, SBC research, monitoring and evaluation.
• Team members should have proven experience with innovative social and behavioural change communication/marketing that has impact on social norms changes, design electronic and print media based on SBC research and evaluation.

The team leader and the members should have demonstrated experience of developing and implementing similar services with UN or any other similar partners