UNICEF UKRAINE
TERMS OF REFERENCE
National individual consultant to support UNICEF Ukraine in facilitating UNICEF Ukraine digital campaign on vaccination.
Duration: 5 months (with possibility of extension)
Start date:25November 2013
End date:28March 2013
- Background of the Contract
Dramatic drop in routine immunization coverage and increased number of population susceptible to infectious diseases are observed in Ukraine during recent years. Immunization coverage in Ukraine has been unacceptably low since 2009 (OPV3 50%-60%). A strong skepticism in the population towards vaccination is reported in Ukraine.
UNICEF with the Ministry of Health of Ukraine and other partners continue raising awareness on the importance of immunization to protect children from the infectious diseases and restoring the public trust in vaccination. The latest research was conducted in 2012 by UNICEF and showed improvement in public attitudes towards immunization, but is still at the insufficient level:
-In 2008 only 28% of people had a positive attitude towards immunization, and in 2012 - 46%.
-Negative attitudes also decreased: in 2008 some 32% of Ukrainians were negative about vaccination, by 2012 this was down to 20%; in Kyiv the negative attitude decreased dramatically- from 64% in 2008 to 17% in 2012.
However, there is no public majority that believes in safety and efficacy of vaccination: “vaccination is definitely effective” is according to 51% of respondents and “it is safe” according to only 32% of people in 2012. The updated survey will be conducted by January 2014 and will be used as evaluation point of further communication activities.
Each fourth Internet user in Ukraine is a mother, which is almost 2,5 million people. The majority of these mothers have children under 6 years (according to recent research digitalmama.com.ua). UNICEF Ukraine has accounts at social networks (Facebook, Vkontakte, Twitter, Youtube), web site.
UNICEF Ukraine is inviting a national expert to design & implement a digital intervention to reach parents, esp. mothers with UNICEF messages on vaccination.
- Objective and Assignments
Objective
The objective of the contract is to design and conduct jointly with UNICEF Office in Ukraine the online campaign to increase public trust in vaccination, which should reach at least 250000 mothers aged 18-35 with children under 6 years old.
Key Assignments
-Conduct a briefing with the UNICEF team members to understand organization’s current priorities in the area of health and vaccination promotion, including polio prevention;
-Design and implement the digital intervention/campaign that might include such components as application/web-activation, using forums for parents, existing UNICEF Ukraine social media channels and creation of account at Odnoklassniki.ru, blogs of opinion leaders, top web sites relevant to the target audience;
-Develop communication strategy for the digital campaign on vaccination incl. channels, messages, work plan and evaluation mechanism;
-Support the promotion of UNICEF blog on immunization and organization’s social media accounts with vaccination content;
-Generate the discussions on vaccination with references to social accounts, blog with facts on vaccination at forums for parents;
-Organize online conferences and other activities at top web sites for parents with involvement of UNICEF experts;
-Creative visual and content solutions to attract attention of mothers to issues on vaccination;
-Prepare and submit the report with the results of the digital intervention on vaccination;
-Provide recommendations to UNICEF Ukraine on improvement of its web-based outreach and online presence, including through social media.
The outcomes of the digital engagement will be evaluated through (1)comparison of survey results January and April 2014, (2) number of visitors to blog, web sites, social networks, forums etc, (3) analysis of feedback on the campaign from target audience, (4) quality of content adopted for online campaign.
Main result:
Effective public awareness-raising through online campaign resulted in increase of public trust in vaccination in Ukraine.
- Deliverables based on the work plan
By 25 December:
-Briefing with UNICEF Ukraine is conducted on the situation with the vaccination in country and the expected outcomes of the digital intervention;
-The concept of the online campaign, implementation plan are submitted and agreed with UNICEF Ukraine after the review;
-Account on Odnoklassniki is established; first patch of content on vaccination is adopted and posted at the relevant online platforms.
By 14 January:
-The online campaign is launched.
-Communication strategy for the digital intervention on vaccination is preparedincluding channels, messages, working plan and evaluation mechanism;
-Regular content on vaccination for blogs, forums, social media accounts are ensured.
-Bi-monthly report with figures on number of visits to blob, web-sites, forums and comments is submitted.
By 14 February:
-Mid-term report on the campaign results is submitted.
-Communication strategy per the approved plan is being implemented.
-Regular content on vaccination for blogs, forums, social media accounts are ensured.
By 17 March:
-The campaign is implemented and evaluated.
-Bi-monthly report with figures on number of visits to blob, web-sites, forums and comments is submitted.
By 28 March:
-The final report is submitted.
-Provide recommendations on improvement of its social accounts and overall online presence of UNICEF Ukraine.
- Details of how the work should be delivered
Consultant hasto submit to UNICEF all relevant products such as: digital intervention concept and implementation plan, communication plan, media materials, and reports in English and/or Ukrainian language in electronic version.
- Performance indicators for evaluation of results
The evaluation of results will be based on the following indicators:
- Technical and professional competence (will be measured by the quality of digital intervention concept,communication plan provided to UNICEF)
- Quality of work (timely submission of the relevant products to UNICEF, quality of updated online content)
- Quantity of work (completing the assignments as indicated in parts 2, 3, and 4 above)
- In addition such indicators as work relations, responsibility and communication will be taken into account during the evaluation of the consultant’s work.
- Qualifications/specialised knowledge/experience required to complete the task
-Advanced education/degree in marketing, communication or related fields, or equivalent professional experience in such areas.
-Work experience in the fields of social media, online content management, web site promotion, awareness raising campaigns on social issues.
-Profound successful experience in organizing online campaigns including behaviour change interventions on social issues.
-Good knowledge of the Ukrainian online market including social media trends and instruments.
-Outstanding writing skills in Ukrainian and Russian with working level of English to communicate with UNICEF team.
-Proven track record of successful cases and results achieved in online campaigns. Providing the links with the examples of previous successful projects would be an asset.
- Definition of supervision arrangements
The supervisor of the consultant will be the Communication Officer while the consultant will work closely with the extended Communication team as well as Health team of the UNICEF office in Ukraine.
- Description of official travel involved
The consultant will not undertake travel to the regions of Ukraine.
- UNICEF recourse in the case of unsatisfactory performance:
In the event of unsatisfactory performance, UNICEF reserves the right to terminate the Agreement. In case of partially satisfactory performance, such as serious delays causing the negative impact on meeting the programme objectives, low quality or insufficient depth and/or scope of the assignment completion, UNICEF is entitled to decrease the payment by the range from 30% to 50% of the contract value as decided jointly by the Contract Supervisor and Operations Manager.
- Support provided by UNICEF
Day-to-day support for the assignment will be provided by the UNICEF communication and health teams. It will include relevant information sharing, briefing and de-briefing sessions.The key messages, photos, video, background information, human interest stories, expert comments and interviews will be provided by the UNICEF team. The Consultant should adapt the content to on-line use.
The deadline for submission of applications is 15November 2013.
Only short-listed candidates will be contacted.
Applicants that fulfill the above requirements are requested to complete a United Nations Personal History Form (P 11) which is available at a web-site and submit it together with a resume/CV and a cover letter describing your professional interests in working for UNICEF.
Applications should be sent to:
UNICEF Office, 1, KlovskiyUzviz, Kyiv, Ukraine
Fax No. 380-44-230-2506
E-mail: with a copy
(Please indicate ‘National individual consultant to support UNICEF Ukraine in facilitating digital campaign on vaccination’.)