INTRODUCTION
Our Client is a human rights non-governmental organization working to promote and protect health-related human rights in Kenya. Our Client seeks to ensure that by 2025, vulnerable and marginalized communities in Kenya have access to available, accessible, acceptable, and quality health services, their health-related human rights are protected and social justice for health is promoted. This result is to be achieved through interventions aimed at promoting and strengthening rights-based, gender-transformative and enabling legal and policy environments; empowering communities and community structures to demand and promote social justice for health and holding the government accountable to deliver on the right to health; as well as generating evidence to inform policies, practices, and programs.
BACKGROUND OF THE NEED
Digital marketing of unhealthy foods and beverages has become pervasive, especially targeting vulnerable groups like adolescents and children. This raises concerns about the potential health impacts contributing to increasing rates of obesity and diet-related diseases among young people. Kenya has experienced rapid growth in digital media usage, necessitating a thorough understanding of the current digital marketing landscape and its effects on the youth.
PURPOSE & OBJECTIVES
The overall purpose of this consultancy assignment is to conduct a comprehensive landscape analysis of the digital marketing of unhealthy foods and non-alcoholic beverages aimed at adolescents and children in Kenya. The specific objectives of this consultancy assignment will be to;
Identify and analyze the various digital marketing channels used to target children and adolescents with unhealthy food and non-alcoholic beverage advertisements.
Examine the specific techniques and tactics employed in digital marketing to make unhealthy foods and non-alcoholic beverages appealing to children and adolescents, analyze trends of the digital marketing platforms, and evaluate the role of influencers, social media platforms, and other digital marketing tools in promoting unhealthy foods and non-alcoholic beverages to this demographic.
Examine the extent of exposure of children and adolescents to digital marketing of unhealthy foods and non-alcoholic beverages and analyze the potential long-term health impacts, including risks of obesity and chronic diseases, associated with such exposure.
Review the existing regulations and policies governing digital marketing of unhealthy foods and beverages to children and adolescents to identify gaps and opportunities for advocacy in protecting this vulnerable population.
Recommend strategies to promote media literacy and nutrition education among professionals, families, and children to mitigate the negative effects of digital marketing of unhealthy foods and non-alcoholic beverages to children and adolescents.
Identify and make recommendations on best practices and interventions for regulating and monitoring digital marketing of unhealthy foods and non-alcoholic beverages to protect the health and well-being of children and adolescents.
SCOPE OF WORK & MAIN TASKS
Develop an Inception Report.
Conduct a comprehensive landscape analysis of digital marketing of unhealthy foods and non-alcoholic beverages aimed at adolescents and children in Kenya and develop a draft report outlining the findings of the landscape analysis, including key trends, data insights, and preliminary conclusions
Make a presentation of the findings of the study to KELIN and key stakeholders for feedback and validation.
Develop a Final Report: Incorporating feedback from the validation meeting into the final report, providing a detailed analysis and recommendations.
Develop a Best Practice Report and Policy Brief that Summarize the findings and recommendations in a best practice report and a policy brief aimed at informing policymakers.
PROPOSED METHODOLOGY
The proposed methodology recommended for this assignment will include but not be limited to;
Desk Review: Conduct a thorough review of existing literature, and relevant studies.
Data Collection through content analysis of digital platforms and the marketing of unhealthy foods and non-alcoholic beverages across these platforms that target children and adolescents. The consultant may seek more information and data through conversations with key stakeholders.
Health Impact Analysis: Evaluate the potential long-term health impacts of exposure to digital marketing of unhealthy foods and beverages on children and adolescents.
Validation and Reporting:
Validation Meeting: Present preliminary findings to stakeholders for feedback and validation.
Final Report Development: Incorporate feedback into the final report and develop a comprehensive document outlining the findings, conclusions, and recommendations.
Best Practices and Policy Brief: Develop documents summarizing best practices and providing policy recommendations for stakeholders and policymakers.
CONSULTANT DELIVERABLES
The Consultant will be expected to deliver;
An Inception Report: Detailed project plan outlining the methodology, work plan, timeline, and resource allocation.
An Interim Report: Presenting preliminary findings from the initial phases of data collection and analysis identifying key trends, initial observations, Challenges encountered and proposed solutions.
A Final Report: Detailing the findings of the landscape analysis including the Health Impact analysis, conclusions, and recommendations. (Report to include annexes – list of literature reviewed, any persons interviewed and transcripts where applicable).
A Policy Brief/ Popular Version: A concise document summarizing the key findings and recommendations from the final report, tailored for policymakers.
CLIENT ROLE
The consultant will report to the Monitoring and Evaluation Advisor as well as the Health and Governance Manager. KELIN shall provide supervisory support for the assignment and administrative support for the meetings with the technical committee. The roles will be further defined at the inception meeting.
DESIRED COMPETENCIES
Bachelor’s Degree in Marketing Research and Insights or any other relevant field. A Master’s Degree in a relevant field is highly desirable within the same field
Minimum of seven (7) years’ experience analyzing and understanding digital marketing landscapes
Deep understanding and work experience researching and gathering insights on digital marketing trends and analysis
Proficiency in written and spoken English
Ability to produce high quality outputs in a timely manner while understanding and anticipating the evolving client needs.
Strong organizational skills.
Ability to work independently, produce high quality outputs.
Sound judgment, strategic thinking, and the ability to manage competing priorities.
Demonstrates integrity by modeling organization values and ethical standards.
Promotes the Vision, Mission, and Strategic goals of the organization.
DURATION OF THE CONSULTANCY ASSIGNMENT
The assignment should be completed within 30 working days after signing the Consultancy Agreement.
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