Please find complete bidding document in the following link: RFQ 213303 Public Awareness Consultancy
Terms of Reference (TOR)
Public Awareness, Consumer Awareness & De-Stigmatization Campaign for the Fair Recycling Project
These TOR are to recruit a consultancy firm to design a public awareness, consumer awareness and de-stigmatization campaign for the Fair Recycling Project in Nairobi Metropolitan areas as well as to review the project’s advocacy capacity, providing strategic advice on how to implement the campaign and improve advocacy activities in general.
Kenya’s plastic pollution problem reflects the global concern of detrimental impacts on the environment and human health. A study by the Danish Environmental Protection Agency in 2018 showed that Kenya produces an estimated 500,000 tonnes of plastic per year of which 52% is comprised of plastic packaging (260,000 tonnes). Of these approximately 39,000 tonnes (15%) are recycled annually in the Country while the rest are discarded into the environment or repurposed. Nairobi County generates over 2,400 tons of garbage per day projected to be 3,200 tons per day by the year 2022, of which 68% is domestic. Daily collection is currently between 1,100-1,500 tonnes per day meaning only about 60% of generated waste ends up at the final disposal. Approximately 10% of the generated waste is recycled with the rest ending up in rivers and other undesignated places. Electronic and Hazardous waste, though not the mandate of the county environment sector, has of recent also found its way to Dandora dumpsite. There are three main actors involved in waste collection and transportation. These include the County’s fleet, hired contractors, and the Private Service Providers (PSPs). The CBOs and youth groups (including the waste pickers) are also involved but in a lower capacity.
One of the major challenges in Kenya’s waste and recycling sector is that the bulk of urban waste is either not collected and recycled at all or collected by waste pickers who exist on the fringes of urban societies. They are perceived as outcasts and live a life of abject poverty without any options to escape their situation. Waste pickers in Kenya do their work without basic skills and tools, must contend with unfair, non-transparent prices, and are frequently excluded from social, financial, and healthcare services.
Kenya hosts around 512,000 (registered) refugees (UNHCR), of which 84% reside in the two biggest camps, Dadaab (224,000 people) and Kakuma (206,000 people). Another 80,000 registered refugees reside in urban areas, of which a large part live in Nairobi where the Fair Recycling project has its geographic starting point. Refugees, in general, face substantial barriers to access employment opportunities. Even if those residing in urban areas like Nairobi count on comparatively higher employment rates, they are for the most part unable to earn a (fair) predictable income and also lack access to basic services.
The low income of waste pickers and the (plastic) waste challenge in refugee-hosting areas are closely connected. Both are a result of the same underlying challenge: low value-chain efficiency, limited value-addition, and limited formal organization by waste collectors and value chain stakeholders. Many waste pickers and collection companies operate in a fully informal and unpredictable market. Because there are no formal supply relationships within major parts of the value chain, waste pickers are not incentivized to collect high-quality plastics. Many Kenyan processors can only create low-quality plastic flakes used for low-cost items, resulting in low margins. Limited value addition and a lack of organization lead to low and unpredictable income for waste pickers, as social and financial security nets are non-existent.
The Public Awareness, Consumer Awareness and de-stigmatization Campaign and strategic advice on advocacy, which are to be developed under this TOR, will subsequently be implemented as part of the Fair Recycling Project. Under the Fair Recycling Project that seeks to contribute to the recycling efforts (including refugee-communities), DRC, Mr. Green Africa (MGA) and Unilever, have formed a consortium funded by DMDP (Danida Market Development Partnership) with an objective to improve the lives of Kenyan waste pickers and refugees and reduce the country’s environmental challenges with respect to plastic waste. The project contributes directly to SDG 8 as the main aim of the project is to improve the lives, income, work environment, and social standing of Kenyan waste pickers and refugees. Not only will waste pickers increase their income, but being part of a formal value chain also enables access to training and support, (basic) healthcare, a safer work environment, and being part of a community, all contribute to more resilient communities. The project will also contribute to the growth of a new Green Economy, including Green Jobs. The project will be implemented in Nairobi and immediate surrounding refugee and host communities’ counties (based on an operational and target area mapping exercise by project partners).
The project is structured under 4 project outputs and has a total duration of 3 years.
The following sections of this TOR detail the scope of work and deliverables, timeline, minimum requirements for the consultancy and working arrangements.
The firm hired under these TOR will work with the Fair Recycling Project to review its advocacy capacity and to design a Public and Consumer Awareness Campaign, including the strategy and specific campaign content (posters/billboards, fliers, social media templates, website content, newspaper placements, audio and video/animation-content). This Public and Consumer Awareness Campaign will focus on four distinct but related themes outlined in Table below.
Key Themes of Public and Consumer Awareness Campaign and associated Objectives
Theme
Key Objective
The importance of responsible Plastic uses for resilience against environmental hazards and other climate change impacts in Kenya.
Develop a common public understanding of the importance of plastic waste management in light of worsening climate in Kenya, in particular in cities and towns suffering from littered plastic waste.
The links between health, hygiene, safety, livelihoods improvement and plastic waste management
Raise public understanding of specific plastic and environment related health threats (e.g. diarrheal diseases due to unclean water; COVID-19) and provide concrete, practical tips to consumers on how to safeguard against these.
Fair Recycling role in providing safe urban environment, and the importance of plastic waste in livelihoods development and enterprise development.
Discourage the involvement of children in the plastic waste value chains, SGBV and enhance the response mechanisms
Undertake responsible business conduct campaigns and de-stigmatize the industry and raise consumer awareness
Strengthen Kenya’s plastic collection recycling ecosystem.
Advocate and lobby on inclusive, safe work environment.
Prepare templates / content for advocacy and behavior change communication.
The deliverables will consist of three distinct sets of outputs – (a) an Advocacy Capacity Review and associated Policy Recommendations Note / Toolkit; (b) a Public Awareness Campaign Strategy; (c) Media content for the Public Awareness Campaign and Behavior Change.
The firm will produce a rapid review of the Fair Recycling Project’s function and recommend required changes to improve the Project’s ability to engage the public coherently and effectively, including in times of crisis like COVID-19, and measures to raise its capacity to implement the planned Public Awareness Campaign.
The Advocacy Capacity Review will cover the following key topics:
The review will result in a Policy Recommendations Note / Toolkit on how to improve Fair Recycling Project’s advocacy and communications, and in particular, how to strengthen its ability to successfully implement the Public Awareness Campaign and behavior change communications efforts.
The firm will work with Fair Recycling Project Team to develop a multi-faceted public awareness campaign strategy reflecting the four themes outlined in this TOR. The strategy will cover:
Possible channels for the campaign may include social media (paid- and unpaid), specific newspapers or radio/TV channels/shows; public billboards; use of other (non-media) channels to raise awareness is also encouraged (e.g. discussions in schools; stalls at popular markets or events; project team joining public discussions etc.). Communication channels may differ across themes/audiences e.g. general climate change awareness may call for wide-distribution via radio, whereas messages targeting MGA suppliers may require more targeted channels. A strategy coordinating the various channels and themes is expected.
A key channel to be explored is person-to-person / door-to-door outreach, in particular for the campaign themes related to pricing and the introduction of the Fair Recycling project.
Partners & Champions: Analysis of potential partners and champions to amplify the project’s outreach and support the planned campaign – this may include local community leaders; local celebrities; officials; or NGOs active in the sector, as well as an assessment of their proposed roles in the campaign;
( c ) Media Content
The precise media content to be produced by the firm will be confirmed by the Public Awareness Campaign Strategy (see above).
A common visual identity (this may be based on existing Project- DRC/MGA/UNILEVER corporate logo/guidelines, if any) to be used in all content of the public awareness campaign and other communications tasks (e.g. standardized taglines, color scheme and logo for all posters, video-content, social-media posts etc.);
Technical proposals of shortlisted firms may propose other optional content, but for comparability, financial proposals should be based on the above.
The consultant is expected to design a public awareness, consumer awareness and de-stigmatization campaign for the Fair Recycling Project to the required standards. They will be expected to lead in the day-to-day management of this consultancy exercise activities, including coordinating field level data collection and engagement, analysis, design and report write up. The consultant is expected to regularly consult and inform consortium partners.
The general responsibilities are:
The consultancy firm will be reporting to the Project Manager, coordinating closely with the Project Officer -Advocacy.
The engagement will be for 30 working days.
The Project Team will share available project data and information, and make required introductions to other relevant organizations staff/teams.
Payments will be carried out on three instalments of 30% , 30% and 40% payments based on deliverables of satisfactory quality to the Consortium partners.
The firm is expected to meet or exceed the following requirements:
The firm may include a budget for local artists to support design or other outputs (e.g. voice-overs) in a locally appropriate manner.
While executing this assignment, the consultant and all the parties involved shall ensure effective protection of confidential and sensitive data and information in conformity with the humanitarian and protection principles and to applicable legal data protection standards1. All data collection and processing activities shall be executed in accordance with the following principles:
Please find complete bidding document in the following link: RFQ 213303 Public Awareness Consultancy
Interested firms that meet requirements should send their proposal and other required documents to email address tender.ken@drc.ngo on or before 24th October 2022 5pm EAT.
Please indicate “Public Awareness, Consumer Awareness & De-Stigmatization Campaign for the Fair Recycling Project Consultancy – “RFQ NO.KEN-213303” in the subject line of your email application
Tagged as: Danish Refugee Council, Kenya
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