Support development of a Communication Action Plan and communication materials and guidelines and implementation of multimedia campaigns for Primary Education stakeholders

Title of the assignment

Support development of a Communication Action Plan and communication materials and guidelines and implementation of multimedia campaigns for Primary Education stakeholders

Purpose

The purpose of this assignment is to support the Directorate of Primary Education (DPE) under the Ministry of Primary and Mass Education (MoPME) to:

1. Conduct a rapid operational study to assess effectiveness of current communication approaches, tools, and materials, identify key gaps, challenges, and issues to be addressed in increasing both coverage and quality of social mobilization interventions, and generate a set of recommendations,
2. Develop a comprehensive communication action plan, informed by the recommendations from the study, that identifies in concrete operational terms who are the target audience, what thematic messages to be disseminated, using what platforms and instruments at institutional, community/family, and individual levels to lead to what behavioural changes,
3. Develop a set of Social and Behaviour Change Communication (SBCC) materials and guidelines as specified in the communication action plan, and
4. Support implementation of multimedia campaign/ communication and social mobilization activities to generate awareness among key stakeholders.
5.  Support strengthening of the communication and social mobilization cell of DPE 

The above activities will enable DPE to reach individuals, families, communities, and the wider stakeholders with key messages using various platforms, communication approaches and tools to raise awareness, catalyse behaviour change and increase their engagement to improve participation and learning of all children including girls and children with disabilities in primary education.

Location

Dhaka with field visits to different parts of the country

Estimated Duration

26 months; estimated start date: October 2022

Reporting to Technical Supervisor of this assignment

Laila Farhana Apnan Banu, Education Specialist, Mohammad Tanvirul Islam, Education Officer, UNICEF Bangladesh

Estimated Budget

 

Total: BDT 1,08,00,000

 

Phase 1

Conducting study: BDT 20,00,000 (3 months)

Developing communication action plan: BDT 15,00,000 (3 months)

Develop capacity development plan for DPE’s communication Cell: BDT 3,00,000 (1 month)

Phase 2

Developing SBCC materials and guidelines: BDT 30,00,000 (9 months)

Running multimedia communication campaign: BDT 35,00,000 (9 months)

Build capacity of DPE’s communication Cell: BDT 5,00,000 (1 month)

Grant Number & Expiry Date

Number: SC210628 (EQUIP-B), Expiry Date of Grant: 31.03.2027

Contract Plan

Reference: Activity 2.12.1 of RWP 2022-2023 for Output 3.2

 

1. Background

Bangladesh has made significant progress in meeting the goal of universal primary education, particularly in expanding access, with notable achievements in attaining gender parity with significant reduction in dropout rates from 50 per cent in 2008 to 17.9 per cent in 2019[1]. The subsector-wide Primary Education Development Programmes (PEDP), including the current programme PEDP4, have been instrumental in bringing the positive changes. However, the expansion of education services has not translated into equitable access for all children. About 6.4 per cent of primary school age children are out-of-school or at risk of dropping out[2]. In terms of quality of education, despite significant inputs for quality improvement, learning achievement rates remain extremely low. Less than half of grade 3 and 5 students achieved grade-level competencies in Bangla, while only one-third of grade 3 and 5 students achieved grade-level competencies in Mathematics.[3] 57 per cent of primary school age children were experiencing learning poverty before COVID-19.[4] The impact of COVID-19 has deepened the inequalities and disparities in attendance, dropout, retention and has further intensified the pre-existing learning crisis.  

To improve the quality of and access to pre-primary and primary education, various reform initiatives have been undertaken under PEDP4, including curriculum reform, strengthening teacher education, ensuring teacher recruitment and rational deployment, strengthening data systems etc. One of the core reform areas of PEDP4 is to mobilize communities, and stakeholders who shape key decisions around educational access, participation, and learning under the Sub-component 2.8 Communications and Social Mobilization. The objective of the sub-component is to ensure that “key stakeholders are empowered and informed to promote, support, and advance the provision of quality primary education to all age-appropriate children, with special focus on poor, marginalized and/or hard-to-reach/disadvantaged communities”[5]. A multi-level, multi-pronged communication approach is planned to be applied to increase knowledge, favourable attitudes and practices and galvanize change among parents/guardians, caregivers, stakeholders, teachers, and children themselves in line with the communication strategy approved in 2014 under PEDP3.

These approaches include: a) advocacy for system strengthening and institutional development which focuses on creating enabling environment to support policy and strategic reforms in collaboration with key partners; b) capacity development to identify potential community level stakeholders and empower them for open dialogue and to foster positive norms; and c) social and behaviour change communication reaching individuals and implementing interpersonal communication activities to motivate adoption of positive behaviours to support the quality learning of children. At an institutional level, institutional capacities and systems will be developed and strengthened to advocate, coordinate activities, and use Knowledge, Attitude and Practice (KAP) data to plan, implement and monitor social and behavioural change interventions. At the community level, activities will engage key social networks and groups to encourage positive practices and norms. At the individual, family and caregiver level, activities will promote behavioural change to support positive education-supportive practices.

UNICEF is committed to provide technical assistance in achieving the objectives of this sub-component with support for strengthening institutional capacity to better plan communication activities to reach out different key stakeholders, as well as support development of SBCC materials and guidelines, and run campaigns to build a critical mass of consensus around educational access and quality improvement.

The areas for technical assistance to be provided to DPE agreed under the current RWP 2022-2023 includes support developing a communication action plan which will provide a blueprint for which audience to reach; with what communication approach, tools, instruments; via which platforms, social networks/groups; to achieve what type of behavioural change etc. The first step for developing this plan is to conduct a needs assessment and effectiveness study to understand what tools/instruments are available, how effectively these tools are reaching the target audience/stakeholders, what are the key gaps in reaching all critical stakeholders, what thematic messages are to be provided to different audiences, what communication needs are there across the different line divisions of DPE that coordinate and manage various reform activities under PEDP4, what institutional set-up and capacity exist to plan and implement SBCC interventions, what lessons are learnt and what needs to be done in different way to ensure social mobilization interventions yield expected behavioural changes. Based on the findings and recommendations of the study, the communication plan will be developed, which will then guide what communication materials will be developed. Based on the communication action plan, the SBCC materials and guidelines will be developed, and multimedia campaigns will be run to reach different audiences/stakeholders with key messages.

In this context, UNICEF seeks to engage a specialized agency to work closely with DPE in delivering the expected deliverables as mentioned above. The contract against this ToR will be issued in two phases:

Phase 1

1. Conducting needs assessment and effectiveness study (3 months)
2. Developing communication action plan (3 months)
3. Develop capacity development plan for DPE’s communication Cell (1 month)

Phase 2

1. Developing SBCC materials and guidelines (9 months)
2. Running multimedia communication campaign (9 months)
3. Build capacity of DPE’s communication Cell (1 month)

2. Objectives, Purpose and Expected Results

The objective of this institutional contract is to support DPE in: a) conducting an operational study on needs assessment and effectiveness of communication materials/approaches; b) developing communication action plan based on identified needs, gaps and recommendations, c) developing capacity development plan for DPE’s communication Cell; d) developing SBCC materials and guidelines based on the study findings and as specified in the communication action plan; e) running communication campaign to promote behavioural change to foster positive education-supportive practices at all levels (institutional to individual levels; national, sub-national, community and school levels); and f) support building capacity of DPE’s communication cell.  

The expected outputs are:

• A set of recommendations based on identified institutional capacity gaps and needs to strengthen planning and implementation of social mobilization and behaviour change communication interventions
• A communication action plan with identification of activities, materials/products, audiences, anticipated behaviour change, detailed task list including capacity building initiatives across all levels and corresponding budget
• A capacity development plan
• A set of SBCC materials and guidelines
• SBCC campaign implemented
• Capacity development activities implemented

 

 

3. Description of Assignment

Phase 1

Assignment 1: Conduct needs assessment and effectiveness study

The agency will support conducting a rapid needs assessment and effectiveness study to understand the effectiveness of communication approaches typically employed for social mobilization (i.e., interactive popular theatre, national day observance, poster/leaflet etc.), and to identify capacity gaps in the institutional set-up (human resource, a dedicated unit with specific communication functions, terms of reference for role clarification etc.), audiences reached (if all key stakeholders are reached with enough coverage), and thematic areas for messaging covered (such as, participation of children with disability and other marginalized children; dropout from school/second chance education; quality of education and parental support for learning; pre-primary education and school readiness; understanding of ongoing reform interventions like: abolition of exams or integrated EMIS; sanitation, hygiene and safe operation of schools; school improvement, leadership and governance; participation in remote learning; inclusive education; harmful practices like corporal punishment at home and school, child labour, child marriage; community support and involvement for completion of primary education for all children; overall achievements of PEDP4 etc.); dissemination of messages with targeted approach. The study framework should include plans for primary data generation through consultation with national, community and school level stakeholders, as well as secondary data collection through literature and documentary review and should build on the work already done in this area.

1. Objectives of the study

• Mapping of existing communication and social mobilization interventions
• Assess effectiveness of the existing communication and social mobilization approaches, materials, and instruments in terms of quality, coverage, and impact on changing knowledge, attitude, behaviour, and practices
• Understand the gaps towards expected change of behaviours
• Conduct audience analysis and their information needs and reach consensus on tools and instruments to be used in future
• Assess the knowledge, conceptual understanding and skillsets of programme implementing partners (DPE and field officials) to identify institutional capacity gaps
• Consult with various divisions of DPE and identify communication needs at various levels
• Suggest recommendations for strengthening institutional structures and mechanisms within DPE and MoPME for planning and implementing community engagement interventions
• Generate recommendations for institutional strengthening and for developing communication action plan

1. Purpose of the assignment to provide services in the following areas

• Design the study approach and methodology
• Sampling design
• Coordinate with DPE and other relevant stakeholders to conduct the study 
• Data collection, analysis, and preparation of report

1. Key tasks for operational study

The agency will conduct the study covering both national and sub-national level stakeholders. The major tasks are as follows:

• Conduct a desk review of background documents and context of the research which includes preparing effectiveness framework 
• Identify the individuals and organizations to be consulted/interviewed
• Develop research tools and assessment analysis plan
• Collect data from the selected partners through Key Informant Interviews/ Focus Group Discussions ensuring data integrity and quality assurance
• Analyse data and draft report including key findings and recommendations
• Incorporate feedback on the draft report and submit final report and a PowerPoint presentation

 

Assignment 2: Develop Communication Action Plan for community engagement and social mobilization

This communication action plan will serve as a blueprint for identifying audiences, activities, approaches, tools for engaging key stakeholders from school to national level policy makers and mobilize support and awareness across all to ensure their support and contribution towards achievement of the objectives of sub-component 2.8 Communication and Social Mobilization as well as the overarching PEDP4 goals. The development of the Communication Action Plan will contribute to improving the demand for better quality and inclusive education services among caregivers, families, and communities.

Purpose of the communication action plan

• Identify target audience at all levels
• Identify expected behaviour change
• Identify audience-specific communication approaches/activities/interventions (i.e., courtyard meetings, public hearings, public service announcements, street drama, folksong, interactive theatre, mic announcements etc.) to bring the behaviour change
• Identify key thematic messages on strategic priority issues (i.e., quality, access, gender and disability inclusion, COVID impact, participation in remote learning, safe operation of schools)
• Identify type of communication materials and their packaging to reach audience effectively (i.e., leaflets, billboard, posters, TV spot, film, video etc.)
• Identify various existing and innovative platforms for message dissemination (such as growing social media platforms like Facebook, Twitter, WhatsApp, Instagram etc.)
• Identify indicative year wise activities corresponding to its result areas set out in the DPP
• Identify activities to be carried out at central, community, school, and family levels
• Identify required capacity building interventions of DPE officials of all levels to carry out the planned activities as per plan
• Identify activity-wise detailed tasks and corresponding budget and other resource requirement   

Scope of work for communication action plan development

The technical agency will support preparing the comprehensive communication action plan for social mobilization.  The scope of work will include, but not limited to:

• Review programme documents, other relevant studies and frameworks like SEND, Gender, curriculum, MLE etc. to understand the needs and demand for communication component
• Develop the action plan with discussion with DPE and UNICEF
• Facilitate workshops to identify areas of action plan
• Facilitate discussion with relevant divisions of DPE
• Draft the comprehensive action plan based on the current behavioural assessment and audience analysis, present in the technical committee for validation
• Finalize the actional plan and submit to DPE for endorsement
• Update the Communication Strategy 2014 considering current context, which will lay the basis of developing contextualized Social and Behavioural Change Action plan for PEDP4, as the overall socio-economic and behavioural situation has changed and evolved, especially in this post COVID reality.

 

Assignment 3: Develop capacity development plan for DPE’s communication Cell

To support strengthening of the Communication Cell under DPE, one part of this assignment would be to review institutional capacity gaps and develop a capacity building plan, including short-, medium- and long-term activities.

Phase 2

Assignment 4: Develop SBCC materials and guidelines as specified in the Communication Action Plan

Support DPE to revise/develop various SBCC materials with guidelines based on the findings of effectiveness study and integrated action plan. The SBCC materials will be audience-specific considering context, age, socio-economic status, and information needs of relevant stakeholders. The materials will be friendly for multimedia dissemination targeting policy makers as well as school and community level stakeholders. The SBCC materials will cover thematic issues around increasing access to education as well as community demand to ensure quality of education. The communication materials will contribute to addressing existing problems, while also challenging harmful social norms and practices against marginalised children and girls, promote mass awareness, increase accountability, and create nourishing partnerships across the education system.

Scope of work for SBCC packages

• Review the existing SBCC materials and come up with a set of recommendations considering the change context and focusing on demand for quality of learning
• Coordination with all relevant divisions of DPE and field offices to design SBCC materials/products   
• Facilitate workshops/technical meetings to design the SCBB package and materials  
• Design audience specific SBCC packages (materials and guidelines for using the materials) which will be guided by effectiveness study and national action plan. As one size does not fit all, SBC materials development should be based on audience analysis and their accessibility to information and media.
• Field test/piloting of SBCC materials for better coherence and effectiveness
• Submit final packages for endorsement by DPE.

 

Assignment 5: Run communication campaign using the SBCC materials  

After developing the SBCC materials, these will be disseminated to wider stakeholders through planned mass-media communication campaigns, using various platforms, such as TV, radio, social media and other emerging tech-based platforms. The agency will support developing a campaign plan and accordingly conduct awareness-raising campaigns aiming to disseminate key messages and attain behaviour change. With increased awareness and engagement in school/education/learning improvement and management functions, communities and stakeholders will be able to play a vital role in creating demand for improved quality, as well as provide social audit functions for better school/education governance. Furthermore, active communities can create supportive learning environments at home and tackle the barriers to access experienced by girls, children with disabilities, and other marginalised children.

 

Assignment 6: Build capacity of DPE’s communication Cell  

As per the capacity development plan, conduct various capacity development interventions to address capacity gaps.

 

4. Deliverables for Phase 1 and Phase 2

 

Assignment 1: Conduct needs assessment and effectiveness study (Phase 1)

Inception Report

• Secondary literature review and determine the specific context of the research
• Prepare study methodology, data collection framework, detail workplan and timeframe  
• List of potential stakeholders for interview  
• Plan for data analysis

2 Weeks

Progress report on preparation for data collection

• Consult with UNICEF and relevant DPE stakeholders to prepare data collection tools
• Finalize data collection tools incorporating partner inputs
• Provide orientation to the data collectors
• Communicate and set schedule for interview/ FGDs / observations

3 weeks

Draft interim report

• Collection of data from different sources, as per agreed methodology and sample 
• Data cleaning and analysis
• Submission of draft report 

4 weeks

Final report

• Prepare final report based on feedback from UNICEF and government (DPE/MoPME).
• Submit a short brief/PPT on the key findings and recommendations 

2 weeks

Assignment 2: Develop a Communication Action Plan (Phase 1)

• Review relevant frameworks and identify SBCC need for each component 
• Develop communication and social mobilization action plan framework with discussion with UNICEF and DPE
• Facilitate workshops to identify areas of action plan
• Facilitate discussion with other relevant division of DPE
• Draft the comprehensive action plan, present in the technical committee meeting for further refinement
• Finalize the actional plan and submitted to DPE for endorsement  

6 weeks spread over 3 months period

Assignment 3: Develop capacity development plan for DPE’s communication Cell (Phase 1)

• Asses the current institutional set up, capacity gaps and bottlenecks of the communication cell of DPE
• Develop capacity development plan for communication cell of DPE

3 weeks

Assignment 4: Develop SBCC materials and guidelines for implementing activities under the Communication Action Plan (Phase 2)

• Report on SBCC review packages focusing on demand for quality of learning
• Concept note on workshops/technical meetings to design the SCBB materials and guidelines
• Workshop completion report   
• Design audience specific SBCC packages
• Field test/piloting of SBCC materials
• Final packages endorsed by DPE 

15 weeks spread over 9 months period

Assignment 5: Run communication campaign using the SBCC materials (Phase 2)

• SBCC materials Dissemination/multimedia campaign plan
• Mass-media communication campaigns, using various platforms, such as TV, radio, social media and other emerging tech-based platforms
• Campaign summary report

15 weeks spread over 9 months period

Assignment 6: Build capacity of DPE’s communication Cell (Phase 2)

• As per the capacity development plan, conduct various capacity development interventions to address capacity gaps.

4 weeks spread over Phase 2 period

 

 

5. Reporting requirements

 

The hired agency will report periodically and meet with DPE and UNICEF regularly, initially more frequently and then gradually bi-weekly to monthly reporting on the progress. The reporting to be done preferably to the technical committee formed with DPE and UNICEF personnel tasked with oversight and guidance roles and functions.

  

 

6. Payment Schedule

 

1st payment               : 10% upon submission of the inception report and workplan covering all activities

2nd payment              : 15% upon completion of assignment 1

3rd payment               : 15% upon completion of assignment 2

4th payment               : 10% upon completion of assignment 3

5th payment               : 20% upon completion of assignment 4

5th payment               : 15% upon completion of assignment 5

Final payment          : 15% upon completion of assignment 6

 

7. Qualification requirement of the company/institution/organization

 

• Qualified research/ advertising/ multimedia production agency with proven experience of at least 5 years in production of creative materials for both television and radio, social media
• Team leader and key members must have relevant qualification and experiences in relation to strategic communication design, electronic and print media, research and evaluation.
• Proven experience with social communication/marketing and social norms changes communication for behavioural and social change.
• Expert/specialized at branding, messaging, and script development to make messages appealing to different stakeholders including teachers, parents, community members, children, policy decision makers, donors and development partners  
• Demonstrated experience of developing and implementing similar communication campaign strategies on child rights issues with UN or any other development partners

 

 

8. Evaluation Process and Method

 

EVALUATION CRITERIA FOR TECHNICAL PROPOSAL

 

 CATEGORY

POINTS

OVERALL RESPONSE

* Understanding of, and responsiveness to, assignment requirements,

* Understanding of scope, objectives and completeness of response,

* Overall concord between UNICEF requirements and the proposal.

 

5

METHODOLOGY AND DETAILED TIMELINE

* Quality of the proposed approach and methodology,

* Suitability of the approach: to what extent the methodology is designed in response to the needs of the ToR;

* Quality of proposed implementation plan, i.e how the bidder will undertake each task, and time-schedules,

*Risk assessment - recognition of the risks/peripheral problems and methods to prevent and manage risks/peripheral problems.

* Timelines proposed must be detailed and realistic;

(35)

10

10

 

5

 

5

 

5

ORGANISATIONAL CAPACITY and PROPOSED TEAM

* Professional expertise of the firm/company/organization, knowledge and experience with similar projects, contracts, clients and consulting assignments

* Team leader: Relevant experience, qualifications, and position with firm,

* Team members - Relevant experience, skills & competencies,

* Organization of the team and roles & responsibilities.

 

(30)

10

 

10

5

5

    TOTAL MARKS

 

70

 

For this RFP, the Technical Proposal has a total score of 70 points. Bidders must score minimum of 49 points to be considered technically compliant and in order, for the Financial Proposals to be opened. Financial proposal has a total score of 30 points.

 

The final selection of the bidder will be based on a quality and cost basis as specified in the RFP.