DAWERR | Design and Implementation of a Multi-Media and Targeted Communication and Social Behavior Change (SBC) Communication Campaign in Baskinta | RFP No. DAWERR-2023-04

Design and Implementation of a Multi-Media and Targeted Communication and Social Behavior Change (SBC) Communication Campaign in Baskinta

Under the USAID-funded Diverting Waste by Encouraging Reuse and Recycling (DAWERR) Activity (The Activity), ECODIT is seeking to engage the services of a Communications and Advertising Agency through a medium-term arrangement (up to eight months) to support the design and implementation of a multi-media and targeted communication and social behavior change (SBC) communication campaign in Baskinta. 

A.1      Background

On June 30, 2020, USAID/Lebanon awarded ECODIT the Diverting Waste by Encouraging Reuse and Recycling (DAWERR) Activity, a five-year project that will establish sustainable and replicable integrated solid waste diversion and valorization solutions in rural areas of Lebanon, leading to improved social and economic well-being for Lebanon’s population. The Activity aligns with USAID/Lebanon’s desire to introduce financially sustainable solutions that increase the reuse, recycling, and monetization of solid waste to reduce the amount of solid waste that goes into landfills. The Activity has the following three objectives:

1. Build the capacity and commitment of municipalities to provide improved solid waste management (SWM) services either directly or indirectly;
2. Empower communities to sort at the source and participate actively in various stages of the recycling value chains (RVCs); and
3. Develop successful business models that create green economic opportunities and generate net incomes along the value chains.

The Activity’s period of performance is August 1, 2020, to July 31, 2025.

During the first two years of the Activity, DAWERR worked with four pilot municipalities (interventions in Baskinta, Qaraoun, Rachaya El Wadi and Jezzine) to support them in the development of SWM solutions including:

• Designing and implementing sorting at source awareness campaigns with local Community Based Organizations (CBOs);
• Developing optimized selective collection of waste (schedule and routing);
• Selecting the most suitable technology for the treatment of organic waste;
• Designing the composting stations based on selected technology, getting the needed permits for construction (establishment permit from Ministry of Industry, construction permit from Order of Engineers), and implementing construction activities for the pilot composting stations (yet to be launched); and
• Enhancing the existing value chains for recyclables.    

As of October 1, 2022, in addition to the initial pilots, DAWERR started supporting three groupings of municipalities, each bringing together 3-4 municipalities under one SWM solution – These groupings are:

1. Anfeh, Bechmezzine, Kfarhazir and Fih, in the Koura District
2. Ras el-Matn, Qortada and Deir el-Harf, in the Baabda District
3. Ansariyyeh, Sarafand, Loubieh, and Saksakiyyeh, in the Saida District

DAWERR has now co-created the technical solutions for these groupings and will be developing SBC strategies and action plans and implementing them with local CBOs in the targeted municipalities. 

DAWERR also plans to expand some of the pilots and/or groupings into clusters of 8-10 municipalities and develop SWM Strategies and Action Plans at the cluster level, including implementation of SBC activities.  

A.2.     Zooming In on Baskinta Intervention

Baskinta has an average population of 12,000 residents, segregated as follow 50% Males, 50% females and 50% youth.

Following a long and burdensome permitting process, DAWERR is expecting to receive all the needed permits by mid-August 2023 for the construction of the composting station in Baskinta, at which point excavation and land preparation works will commence. DAWERR expects to complete construction works by the end of November 2023, for the composting station to become operational in December 2023.

To date, DAWERR completed several activities in relation to awareness raising and SBC including:

• Two townhall meetings (one in 2021 and another in 2023) to introduce DAWERR, present the SWM project and engage the communities in Q&A sessions;
• Implementation of an crisis response plan, in February 2022, including some awareness raising and SBC activities, following the closure of a dumpsite that was serving the village;
• Individual meetings with key stakeholders, such as Members of Parliament (MPs) from the District, Mukhtars, priests, school principals, and heads of CBOs to get their buy-in;
• Grant award to the Lebanon Reforestation Initiatives (LRI) to implement SBC activities in Baskinta, including a training of trainers session on SWM best practices delivered to 13 CBO representatives, and the development of an SBC action plan which is regularly updated;  
• Development of awareness materials (posters, fridge magnets, bin branding) under the campaign theme and slogan of 7allna Nefroz, #Baskinta Bte2dar;
• Door-to-door visits to households, schools, restaurants, shops, outreach through churches and active WhatsApp groups
• Participation in village festival and school kermises;
• Production of an awareness video; and
• Development of a social media campaign for Baskinta Municipality’s Facebook page.

During the month of March 2023, DAWERR also conducted a Citizen Satisfaction Survey in Baskinta with eight community opinion leaders. We provide here below the survey results:  

• According to participants, there were past efforts to improve waste management in Baskinta, including the distribution of bins to households and the launching of a waste sorting process. These efforts were somewhat successful, but the lack of selective waste collection (i.e, collecting each waste stream separately) due to budgetary constraints undermined the community's motivation to continue sorting.
• For effective awareness raising and SBC, the participants suggested involving external personnel in awareness and door-to-door activities which may help increase commitment from the community. Engaging local cooperatives and youth can also play a crucial role in raising awareness and mobilizing support for waste management improvements in specific neighborhoods.
• Implementing incentives could further encourage proper waste sorting and disposal. Overall, the participants emphasized the need for proper waste segregation with dedicated bins for different waste types.
• Some participants suggested enforcing penalties to promote waste management compliance, this underscores the importance of not only promoting waste sorting but also ensuring effective selective waste collection. Equitable distribution of bins and consistent waste collection practices are essential to building trust and engagement among residents.

A.3      Objectives of this SOO

Objectives

The Objectives of this SOO can be divided into the following five categories:

1. Raise awareness about the SWM crisis in Lebanon, with a focus on Baskinta;
2. Increase the visibility of DAWERR in Baskinta;
3. Provide information about the DAWERR-supported SWM solution in Baskinta;
4. Build engagement and buy-in from citizens in Baskinta; and
5. Drive positive behavior change towards sorting at the source among community members for the proper operation of the composting station.

Illustrative Activities

To achieve the stated Objectives, DAWERR provided below a list of Illustrative Activities that Offerors may (or may not) propose as part of Section 1 – Performance Work Statement of their Technical Proposal including:

• Developing overall concept and campaign ideas: develop a concept/approach, as well as ideas for creative, memorable, and engaging campaigns using a mix of communication techniques and channels. Ideas to be presented through rough executions of concept/mood boards, key visuals, slogans, key messaging, and social media digital plans and initiatives. The agency can engage in field research to gain a deeper understanding of the dynamics and uncover valuable insights that might help in the development of the campaign ideas.
• Developing creative elements: based on the approved overall concept, develop specific elements of the campaign, for example: scripts and detailed story boards; short videos in line with core creative concept, design of print advertisements, copywriting and design of printed and digital materials and banners, theme song by music artist.
• Production of communication assets: based on approved creative elements manage production of campaign assets, including performing all aspects of video, radio, digital production, including creative direction, production, post-production/editing, casting, and subtitling in English if necessary.
• Digital marketing campaign management across channels: based on set goals and target audiences, develop, implement, and track digital marketing activities with engaging posts and challenges focusing on specific key messages.
• Planning and negotiating pro-bono media presence: propose media plan to achieve maximum campaign results (negotiating pro-bono placements); based on approved plan.
• Event organization: including but not limited to launching cornerstone events, live and offline.
• Support public relations efforts: including but not limited to proposing PR initiatives, negotiating, and scheduling interviews and on prominent media programs, and inviting journalists to events.  
• Engagement of influencer endorsers in support of DAWERR communication initiatives.

Offerors are encouraged to propose creative and innovative activities, showing understanding of the target audience and the various socio-political issues in relation to SWM in Lebanon.  

Note: Offerors shall not propose any activity that will use the TikTok application, as it is prohibited under the FAR clause 52.204-27 - PROHIBITION ON A BYTEDANCE COVERED APPLICATION (TikTok), implementing guidance under Office of Management and Budget Memorandum M–23–13, ‘‘No TikTok on Government Devices’’.

Deliverables

As part of the Performance Work Statement, Offerors shall propose a list of deliverables using the below format.  

Exhibit 1. Deliverables and Due Dates for theme “reducing bushmeat consumption”

1. Output:
   1. Deliverables:
   2. Due Date:
2. Output:
   1. Deliverables:
   2. Due Date:
3. Etc..

A.4      Overall Management

The period of performance (POP) for this assignment is from September 1, 2023 to April 2024. The selected communications and advertising agency will coordinate all tasks with the DAWERR team and will conduct all activities and prepare deliverables under the technical direction of the Chief of Party (COP), in coordination with the Communications/SBC Specialist. The selected communications and advertising agency may also be asked to attend certain meetings and liaise with DAWERR subcontractors including Compost Baladi, Berytech and ECODIT Liban, as well as other USAID Implementing Partners, as requested by the COP, and meet with DAWERR beneficiaries.

Upon contract award, DAWERR team will conduct a kick-off meeting with the selected communications and advertising agency and walk them through the Communications and Outreach Plan for the Activity, as well as the (updated) SBC Strategy and Plan.  DAWERR will share copies of these documents with the agency and any additional information/documentation deemed necessary to complete the services.