Background and Rationale
NI recognizes that behavior change is an important component for the success of nutrition interventions. In this regard, NI has continued to implement strong behavior change interventions informed by research and globally recognized best practices. NI uses the term BCI to define behavior change interventions that include distribution of micronutrient commodities and communications aimed at creating demand for these commodities and relevant services. BCI is therefore one of the key pillars of NI’s impact pathway model.
During the implementation of TB2014 and Right Start projects, NI supported implementation of demand creation strategies working with selected partners. The strategies were intervention-specific and were based on formative assessment findings. The communication objective of the strategies was to improve knowledge, change attitudes and create self-efficacy among users on barriers to the desired nutrition behaviors, using the known behavior change theories. The strategies had some positive impact in creating overall community awareness as well as change in behaviors among users as evidenced through program progress reports.
Despite the success, some challenges were noted in this approach. First there was a lack of a standardized NI BCI approach within the different interventions. Intervention specific BCI strategies created duplication or too many uncoordinated messages targeting same communities, creating a potential for confusion among the beneficiaries and communities. For example, promotion of iron and folic acid supplementation (IFAS) for pregnant women and weekly iron and folic acid supplementation (WIFAS) for adolescent girls led to communities questioning commonality between pregnant mothers and adolescent girls. Thus, intervention specific strategies lacked synergy and were not well coordinated to provide comprehensive nutrition knowledge to the communities. As a response, NI developed a BCI toolkit to provide a standardized approach on BCI Strategy design and implementation of demand creation activities based on lessons learnt and best practices.
In the new ISG program, Nutrition International’s (NI) BCI strategies will focus on deepening gender and Behavior Change Interventions (BCI) by incorporating new innovative approaches for mainstreaming gender in programming. BCI objectives will be expanded beyond the knowledge, attitude and practice (KAP) domains to include social mobilization and community dialogue to create demand for commodities and services, as well as establishing a foundation of societal awareness and approval of desired behaviors.
To achieve this goal, NI BCI is empowering all levels of field staff with BCI skills to identify and resolve behavioral barriers through timely targeted information sharing and community dialogue among other approaches. BCI strategies also need to compliment knowledge, changing attitudes and practice approaches with empowerment of the target audience to make informed choices, community agenda setting, clarification and compensation/exchange of strong held cultural values through community dialogue. This approach will create more ownership of the achieved changes at individual and society levels and create sustainability in the resulting changes.
To address the challenge of duplication of efforts and NI now plans to develop one comprehensive BCI country strategy covering for all interventions. The comprehensive strategy will guide the entire program by setting common approaches so that all communication activities, products and materials work in harmony to achieve the desired change. A comprehensive strategy will also enable stakeholders and partners to provide input and agree upon the best way forward so that actions are unified and contribute to the desired behaviors across different target audiences. With an agreed-upon communication strategy, staff and partners will have common reference point to guide the implementation of demand creation activities.
The strategy will have a common country background dovetailing into specific interventions on behavioral objectives and later combining the community mobilization and demand creation approaches. In preparation for to move this process forward, NI has conducted literature review on the different interventions to inform and update the existing baseline knowledge and behavioral barriers in each of the interventions including MNHN, IYCN, Adolescent health among others. The next step will involve discussions to identify gaps (if any) in the existing approaches, communication objectives and gender issues for each intervention and making recommendations for addition on intervention specific and cross cutting issues.
Objective, activity and deliverables
NI is looking for an expert/editor with a good understanding and experience in behavior change communication strategy design and editing skills to support in compiling a comprehensive strategy following suggested recommendations and inputs. At the onset, the selected person will be expected to read through existing NI reports and strategies to gain an in-depth understanding of the programs’ background and goals. Then the expert/editor will participate in a review meeting with NI staff during which each intervention will be analyzed, and recommendations made. The expert/editor will compile a comprehensive BCI strategy based on recommendations and present it to NI for first round review and feedback on areas of improvement. The copy will incorporate diagrams and photo images of program activities where appropriate. The individual will use the recommendations and suggestion to improve the draft, then present the final edited and formatted version for approval. Once approved the individual will present 3 hard copies and one electronic version of the approved copy.
Scope of Work
Activity 1: Familiarize with NI existing BCI strategies and other materials provided by NI.
Activity 2: Participate in a 1-day strategy development process with NI staff
Activity 3: Compile one combined strategy based on agreed objectives and recommendations
Activity 4: Present the draft strategy to NI for discussions and inputs
Activity 5: Revise, edit and format the final copy
Activity 6: Present the final soft copy to NI for approval.
Deliverables
One comprehensive BCI strategy for Kenya in three spiral bound copies and one electronic version. The layout and sections will include a review on current situation by intervention, objectives, communication approaches and innovations, sample messages crosscutting issues and The and therefore focused on barriers to the desired behaviors of various target audiences approaches for monitoring. The format will be agreed upon between NI staff and the expert/editor during the first meeting.
Proposed timelines
This consultancy is expected to be delivered within 18 person-days between 3rd February to 2nd March, 2020.
Required Competencies and Knowledge
Masters level of education
Grounded experience with SBCC/BCI
Hands one experience in the design of communication strategies/implementation of health communication programs
Document compiling and editing skills
Interested and eligible consultant/s should submit their expression which must include the following:
Up-to-date curriculum vitae (CV) and copies of their academic and professional certificates.
Cover letter detailing how applicant fits the profile
Technical proposal: Not exceeding five (5) pages, describing the consultant’s understanding of the task, and detailed work plan
Financial Proposal: Budget proposal for the task.
