Consultancy - The Preparation Of A Public Outreach And Awareness Campaign

TERMS OF REFERENCE Consultancy Services For The Preparation of a Public Outreach and Awareness Campaign Under the EU funded ‘’Chtaura Water Network Rehabilitation and Expansion Project’’   1.          Background information Oxfam is an organisation that works to address the causes of poverty through campaigning and responding to the needs of the poor. Oxfam works in both development and humanitarian contexts, focusing particularly on water, sanitation and hygiene (WASH), protection and emergency food security and livelihoods. In Lebanon, Oxfam is responding to the Syrian Refugee Crisis addressing emergency water needs through WASH service provision to populations residing in informal settlements. Oxfam also addresses the needs of the Lebanese host communities and local authorities through the rehabilitation and expansion of water supply networks, to improve access to water. Currently, Oxfam is implementing a European Union (EU) funded project in the Municipality of Chtaura, Bekaa Governorate in Lebanon, whereby the water supply network of approx. 14 km is being replaced to reduce technical water losses and improve the water quality and service provided to residents of Chtaura. The Bekaa Water Establishment (BWE) is responsible for the construction, operations and management of all water supply networks in the Bekaa, including the collection of annual water consumption fees from households subscribed to a public water network. Needless to say, these fees are a direct means for the BWE, and other water establishments in the country, to finance their mandated tasks. However, evidence has shown that in the Bekaa, public water network subscription rates by the residents are low, even lower rate of payment of annual water consumption fee, direct water theft from the public network and general lack of water conservation practices, are amongst the main challenges to water supply management in the Bekaa. This has resulted in major financial deficits at the BWE leading to a generally inadequate service provision and over exploitation of water resources. The lack of appreciation by the general public that water is a finite natural resource that needs to be conserved and protected, and that its provision by local authorities is reliant on cost recovery mechanisms, is not exclusive to the Bekaa region and is apparent throughout Lebanon. Therefore, to ensure that Oxfam achieves a higher impact for the infrastructure assistance it provides to the BWE, a public outreach and awareness campaign is necessary. 2.     The Scope of the proposed Contracted Services The service requested under this Terms of Reference (ToR) is to provide a public outreach and awareness plan using, a creative communication strategy and a combination of media outreach tools. The communications approach to be adopted needs to be socially aware and sensitive, accounting for different segments of society and age groups. Various media tools need to be assessed and chosen based on their potential impact. The messages used should be evidence based, however, addressed using general public terminology. The effectiveness of the communication approach is expected to be based on an understanding of the public perception regarding water resource management matters, with specific relevance to resource conservation and cost recovery. The consultancy is also expected to produce the visual identity of the outreach and awareness campaign, its content, selecting the appropriate materials and media tools for launching the campaign.  Oxfam in Lebanon is seeking a competent and experienced media, including social media, consultancy team, or agency, to design the public outreach and awareness campaign, using the appropriate communication strategy and media tools to achieve the highest exposure in the Lebanese society, and to encourage the various communities to take action and contribute to water conservation and improve the cost recovery for public water service provision. 3.     General Criteria The media team of individuals or agency to be contracted is expected to demonstrate an in depth knowledge of the outreach and awareness campaign and its associated communication approach and media tools. The consultancy will be undertaken in a phased approach;   Phase I - Preparation: The first phase will entail; A review of existing water resource management related outreach and awareness materials used of recent by the Ministry of Energy and Water Resources (MoEW), the BWE, EU WASH programme implementing agencies, and others, Conduct an analytical analysis of the target audience, Design a public outreach and awareness campaign to address public water conservation and cost recovery, Propose a communication approach and media tools to be used for the campaign,   Phase II - Implementation: The second phase will entail: Produce visual identity using materials and media tools, Roll out the proposed campaign, conveying the desired messages to the target audience   Phase III – Monitoring and Reporting: The third phase will entail; Monitor and evaluate the impact of the campaign Report on the results of the intervention   The consultant must be able to deal with all the complex elements of the campaign, including media planning (e.g. television broadcasting time, radio slots, space in printed media such as, newspapers, magazines, outdoors), developing original & creative clips and the ability to monitor (verify/track) that these schedules are adhered to. 4.     Purpose and objectives of the Contracted service 4.1       Purpose Oxfam is committed to support the Ministry of Energy and Water Resources (MoEW) and the Water Establishments in the continuous efforts to effectively manage and coordinate water resources in conservation by raising public awareness to the importance of public water conservation and cost recovery for the water service provision. The outreach and awareness campaign is aimed at spreading the key messages and promoting behaviour change regarding the importance of water conservation and the consequences of wastage on public health, as an effective intervention combined with all other efforts, and at providing a better understanding of the necessity of cost recovery mechanisms for public service to ensure effective management by responsible authorities. The campaign will seek to take advantage of the knowledge, traditions and resources of the Lebanese public to build an effective approach in line with the National Water Sector Strategy.   4.2      Specific objectives The specific objectives of the public outreach and media campaign are;   Develop a common public understanding regarding water conservation and its related impact on public health and the management of the water, Highlight the ultimate and rational use of available water sources, the importance of its conservation and the consequence of wastage, Influence the general public to improve their daily measure to save water (when, how), and promote the positive outcomes when practicing water conservation. Improve individual and communal accountability toward water saving.   Develop a public understanding regarding the importance of cost recovery mechanisms for the public water service provision, Improve the understanding of the general public towards water subscription fees and annual water consumption fees Influence the general public to discourage water thefts from water supply systems by promoting an understanding of water as a shared resource 5.     Methodology 5.1      Methodology selection The public outreach and awareness campaign methodology must be selected based on the targeted audience analysis taking into consideration; Value for money. Messages exposure (timing, frequency and length) and positioning. Audience characteristics. 5.2      Types of media medium forms The campaign is to explore various communication approaches and media tools including multimedia, such as, but not limited to; TV channels. Radio stations. Social Media (Twitter, Facebook....). Outdoor Posters (taking into consideration the suitable positioning). News papers. Magazines. 5.3      Planned Activities The campaign should be planned in accordance with; A review of existing water resource management related outreach and awareness materials used of recent by the Ministry of Energy and Water Resources (MoEW), the BWE, EU WASH programme implementing agencies, and others. An analysis of the targeted audience. An analysis of the available and suitable media medium forms. The approved plan and design of the campaign visual identity. A launch of the campaign. 5.4      Reporting requirements: The consultant’s report should include the following: Target audience analytical study. The public outreach and awareness campaign strategy and plans The communication approach adopted and the media tools used, including a media assessment (popularity audience type, cost, etc..) Broadcasting report (time, frequency and effectiveness). Final report (financial, technical). 6.     schedule of the assignment The consultancy is planned to complete in the following timeframe: Phase One – one month after signing the contract Phase Two – two months following the Phase one Phase Three – by August 15, 2016 The consultant is requested to present a proposed work plan for each phase. Consultant must notify Oxfam on the progress/delay of the consultancy. The consultancy is requested to submit a final report on Aug 31, 2016 7.     Payment The consultant will be paid phased consultancy fees in accordance with the signed contract. 8.     DURATION OF THE SERVICE The duration of the consultancy depends on the schedule assignment, and should cover all three Phases detailed within this Terms of Reference.   9.       QUALIFICATIONS  9.1      General requirements The ability to provide creative, original work The ability to develop materials for the campaign. Good knowledge in the design of public outreach and awareness raising campaigns Good knowledge in communication approaches and media tools Technical competent in the design of  campaign visibility and materials Excellent track record in all needed analytical studies Sufficient experience in the Lebanese society and context General knowledge regarding national water related issues Experience in dealing with Lebanese Media medium forms (TV, Radio Stations and other recommended medium that allows for effective behaviour change communication). Ability to set a strategic execution and to show commitment according to the project time frame for the mentioned three phases. Ability to combine different point of view in one message. Immediate availability to undertake the project assignment   10.  SPECIFICATIONS The constancy team or agency to ensure the speed of the process. The ability to work on different tools (animation, short films and other). Experience in needed analytical research. Fluent written and spoken Arabic The consultant must include the CVs for the members who will be working on the Campaign. A detailed briefing document must be presented for consideration by Oxfam. This briefing should include data concerning the team /agency and its services portfolio. At least two contact names, addresses and phone numbers of clients provided with relevant service of similar campaigns.  11.  SUBMISSIONS & DEADLINES Interested contractors are asked to submit detailed: Technical proposal, including an action plan reflecting how they intend to undertake this task. Financial proposal. Expressions of interests should be addressed and sent to karakelyan@oxfam.org.uk,  psawaya@oxfam.org.ukand bmajarian@oxfam.org.ukby the January 15, 2016.   For information enquiry please contact Pierre Sawaya, Media officer, Oxfam, Lebanonpsawaya@oxfam.org.uk