SHORT TERM CONSULTANCY –Design and implementation of an awareness raising campaign on the benefits of Parenting Education
Programme/Project/Activity Title and Work Plan Code:
YE102 Early Childhood Care and Learning
YE102-02 Young Child Development and Effective Parenting
EU Activity code: 2.3 Provide technical support to all relavant institutions at the central level for the development of communication tools, produce and disseminate video and printed materials targeting disadvantaged families and consuct social mobilization activities at provincial levels on parenting programme.
Expected outputs as outlined on the workplan:
Budget Code:EU.1.1.1.5. short term consultancies national.
- BACKGROUND (attach documents if necessary):
To reach the objective of the project, one of the expected result is to reach 50,000 vulnerable families with children aged 0-18 report practicing positive parenting behavior with their children after completing the parenting education training .
Parenting programme training given by different sectors at the local level. Adult Education Centers of Ministry of Education Non-Formal General Directorate, Preschools by Preschool General Directorate, Counseling and research centers ( RAM’ s) by Special Education General Directorate, Kindergartens and day care centers of Vocational High School General Directorate , and Family counseling centers, community centers, of Social Services and Child Protection Agency , Sanlıurfa, Siverek and Diyarbakir CATOM’ s of GAP Southeastern Anatolian Regional Development Administration , Zeytinburnu, Gaziosmanpasa, Hadimkoy, Beyoglu municipalities of Istanbul.
As per the AWP 2009, UNICEF will be supporting the EU-funded “CHILREN FIRST” project – Modeling Child Protection Mechanisms at Provincial Level. As per EU project fiche, activity 2.3, (page 34 ) the project foresees, as follows:
2.3 Provide technical support to all relevant institutions at the central level for the development of communication tools, and conduct social mobilization activities at provincial level on parenting education, family mediation and counselling services.
Particularly, the fiche states 2 activities (page 10 of the fiche): 2.3 a: Develop communication material and tools to raise awareness amongst disadvantaged families about parenting education , and Family mediation and counseling services; And 2.3. b : Mobilize and equip civil society, community leaders and volunteeres with the communication material and tools to conduct in the provinces social mobilization activities.
As per project fiche, the Social mobilization activities were plan to start on Month 6 of the project (February, 2009) . During February and March 2009, coordination activities have been held, with identification of the potential partners – with the NF DG taking the leadership role -- and a concept note has been drafted to reflect the vision of the partners on the campaign. Particularly, a specific decision has been reached with respect of the “family mediation and counseling services” ,as not recommended to being addressed via the scaled communication/social mobilization activities[1]. Thus, the focus of the campaing will be on the Parenting education services only.
Accordingly, the envisaged results, as outlined in the AWP 2009, as signed with the Government, as as follows:
3.2.1.(2.1.2.1) By the end of November 2009, provinces the enrollment of beneficiaries of Parenting Education increased by 5% (the Result will be revised after the finalization of the Strategy and Plan of the Campaign); and
3.2.1.(2.1.2.2) By the end of the November, 2009 MONE/MOH/SHCEK and other partners promote/conduct recruitment for the PE programmes in 12 provinces by promoting/disseminating one message/one approach/one brand of the social mobilization campaign.
These results will be contributing to the 2009 output : At least 50,000 vulnerable families in the 12 provinces are received participation forms in parenting practices.
It is envisaged that the Campaign will have a media component with nationwide coverage (most or all of the 81 provinces),as well a range of communication activities developed for the 12 pilot provincestargeted by the EU project ( and matching the Parenting services strengthened by the current project); with still greater focus on 3-4 provinces, where modeling of innovative practices will be supported.
The primary target population will constitute parents with children 0-19, both mothers and fathers – and also mothers-in-law (tbc) . The target group will be revised and finalized after examining the conclusions of the target groups to be conducted in the planning phase of the Campaign. The particular attention will be paid to disadvantaged population (low income, low literacy, minority, regional disparities) (update the evidence chapter with the DHS data, and also KAP data).
The messages of the Campaign will be developed once the target population and objective will be finalized. – With the aim at enrolling them into Parenting course.
To this end, UNICEF office intends to inform potential contractors on the forthcoming campaign, and present the larger framework for this activity and the envisaged results. The bidding offers will be subsequently forwarded the companies that will express the interest to participate.
- PURPOSE OF ASSIGNMENT:
Phase 1 : Design and production
Phase 2: Implementation and monitoring
Phase 3: Documentation the campaign
- DUTY STATION: UNICEF Ankara, Turkey (it depends on the location of the company)
- SUPERVISOR: Sema Hosta , Communication Officer;
5. DURATION: end May 2009– mid- November 2009
- DESCRIPTION OF ASSIGNMENT:
Tasks / End
product/deliverable / Time-frame / Deadline
PHASE I
Preparation Develop and test concept of the campaign
1)Develop a workplan outlining the different phases including detailed budget and time frame for the design, production, implementation and monitoring of the Parenting Education awareness raising campaign / Work plan (2 pages narrative and 6 pages matrix in both English and Turkish and ppt / 4 days
2)Develop a strategy for the campaign and the social mobilization activities(domain of communication, target audience, activities including special events, supporters at different levels, budget, time frame; expected outcomes and etc) / 20 pages in both English and Turkish detailed strategy (narrative and ppt formats )including a budget, monitoring plan and time frame / 4 days
3)Develop a monitoring and reporting system for the Campaign and the social mobilization activities / Computerized functioning monitoring system in place.
Campaign results compiled in forms of briefing, graphs, visual, ppts and widely disseminated through various communication channels / 2days / End-May
PHASE II: Development of the materials / May – July 2009
1)Conceptualize and produce layouts, designs, etc. and provide UNICEF with alternative proposals depending on the importance of the project with a maximum of 3 different concepts and designs for each item;
2)Provide a brief note on the intended design layout etc.
3)Provide a detailed description of the specifications and inputs to be submitted to UNICEF including CDs, film separations including number of formats and colors. All inputs and color separations should be checked thoroughly before submission to UNICEF.
4)Provide PDF files of the final product free of cost;
5)Follow the UNICEF and EU Branding Manual
6)Field test the final design / CONCEPT, DESIGN AND ARTWORKS:( Each item category will require futher spesifications in quotations for varying sizes, page numbers, flaps, types of colors, etc. / 2 months
PHASE III
Implementation and monitoring / July – November
1)Conduct the implementation of the campaign and social mobilization activities as per the plan and budget / 2 set of 20 pages detailed reports (first report 30 November 2008and second report 28 February 2009) including visual, graphs, media and press clips, TV ratings, ppts outlining activities conducted, completed and its outcomes. / 4 months
PHASE III
Expansion and Consolidation / ???
1)Conduct a review the campaign and social mobilization outcomes; identify key challenges, lessons learned and future action. / 40 pages Review report in both English and Turkish including graphs, visuals, ppts, data and etc.
2)Based on findings of the review revise and adjust the workplan and design, field test and produce additional communication materials and tools and PR activities. / Revised workplan both in English and Turkish
Additional sets of communication tools and material designed, field tested and produced
3) Conduct the expansion of the campaign and social mobilization activities including closing ceremony, based on revised workplan and produce final campaignand social mobilization activities report / 20 pages detailed report including visual, graphs, media and press clips, TV ratings, ppts outlining activities conducted, completed and its outcomes.
5 pages report on key outcomes of the campaign closing ceremony including press clips and TV rating data, and ppt use in annex / 4months
- QUALIFICATIONS OR SPECIALIZED KNOWLEDGE/EXPERIENCE REQUIRED FOR THE ASSIGNMENT:
- A company or a consortium of companies with PR, Graphic Design and Research services.
- Equipped with qualified, creative, innovative and gender balance teams with excellent, media. programme communication and behavior change and graphic design skills and knowledge and strong analytical and research skills
- Company or and consortium with proven track experience in designing, producing and monitoring innovative, creative and gender sensitive awareness raising campaign and social mobilization activities .
- Company or consortium familiar with the communication needs practices and attitudes of socially excluded target audience.
- Company or consortium with Excellent English and Turkish writing and reporting skills.
- Familiar with UN and EU visibility guidelines.
- Sense of ethics and in-depth understanding of children’s rights issues;
- Flexibility
- Hard working, capacity and dedication,
- Prepared by: 9. Reviewed by: Reviewed by :
Senior Programme Asst. ECD Specialist Communication Officer
Date: Date: Date:
10 APPROVED BY:
Regina De Dominicis
Deputy Representative
Date:
[1] the envisaged Social Mobilization activities may not be relevant to the Family mediation services -- considering the provisions of the recent Child Protection Law and subsequent regulations regarding use of the family mediation services. More specifically, as per the Child Protection Law/ Regulations regarding Family mediation/counseling services, these services are to be accessed by the families based on a Court decision. Therefore, the family mediation services will not be the focus of social mobilization activities.
The issue above has been discussed during a introductory meeting held in the Ministry of the National Education on February 6, 2009, with the participation of the representatives of the Non Formal Education & Apprenticeship General Directorate; Pre-primary Education General Directorate; and Special Education, Guidance and Counselling Services General Directorate.
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