Heifer International COVID-19 Radio Awareness Campaign Call for Proposals


Terms of Reference

Call for proposals

Project: Kenya Market-Led Dairy Supply Chain Project (KEMDAP)

Project Duration: 4 years

Subject: Awareness-raising campaign on COVID-19 targeting 30,000 small-scale farmers in Seven counties (20,000 in North Rift, 10,000 in Upper Eastern)

Location: North Rift (Nandi, Trans-Nzoia, Uasin Gishu and Elgeyo Marakwet counties); Upper Eastern (Embu, Meru and Tharaka Nithi counties).

Campaign Duration: 1 month (July 2020)

Heifer International Kenya (HIK): Heifer International Kenya has been operating in Kenya since 1981 with a Mission to work with communities to end hunger and poverty and care for the earth and its Vision is “a world of communities living together in peace and equitably sharing the resources of a healthy planet”.

Using a values-based community development approach, Heifer works with communities to strengthen the local economy, diversify diets with better nutrition, and properly manage water and soil systems for future generations.

Heifer implements its projects through 1) Community development and 2) enterprise development approaches.

Each of the projects focuses on three priority directions, namely; strengthening and diversifying resource base, strengthening country program efficiency and increasing outreach and impacts through the utilization of innovative value chain systems. Currently among Heifer’s portfolio is the Kenya Market-Led Dairy Supply Chain Project (KEMDAP).

About KEMDAP: KEMDAP is a 4-year project funded by the Swedish International Development Agency (SIDA) that was jointly designed by Heifer International, New KCC, Tetra Laval, Food for Development Office (FfDO) and Tetra Pak Kenya (Tetra Pak) and targeted 20,000 in the North Rift (Nandi, Trans-Nzoia, Uasin Gishu and Elgeyo Marakwet counties) and 10, 000 in Upper Eastern Embu, Meru and Tharaka Nithi Counties.

The project seeks to tap into the potential of small-scale dairy farmers in Kenya by building stronger and sustainable dairy cooperative societies. To achieve this, KEMDAP focuses on addressing the underlying challenges that hinder small-scale farmers from increasing their dairy production, improving livelihoods and moving beyond subsistence dairy farming.

Various interventions are being undertaken, these include; training of cooperatives, the board of directors on leadership, governance and business development; training of farmers on social capital, village-level group savings, gender equality among other relevant skills.

This approach is meant to nurture resilience and sustainability beyond the project life. To build sustainable farmer-owned agribusinesses, the project seeks to support the establishment of functional extension structures.

This entails supporting the 24 dairy cooperatives to recruit Community Facilitators (CFs), Dairy Farm Assistants (DFAs) and Extension Officers(EOs).

Project objective and approach: There is a need to raise awareness among small scale farmers in the project target counties on biosecurity, prevention and hygiene practices. Heifer is planning to implement an awareness-raising campaign among farmers, producer organizations, extension workers among other stakeholders to sensitize them on COVID-19 prevention promoting behaviors.

This will be done through information sharing through different channels among them national, local and community radio stations.

Within the framework of this activity, Heifer international seeks to engage a media agency to implement this awareness campaign through the production of audiences specific COVID-19 messages campaign to be disseminated through identified radio stations in the counties of Nandi, Uasin Gishu, Elgeyo Marakwet, Tranzoia, Meru, Embu, and Tharaka Nithi Counties in HD audio formats.

Messaging will be done in local languages through community radio stations and in Swahili in at least one station with a national reach.

The availability of quality, timely and relevant information and feedback channels will spur the stakeholders in the dairy value chain among them farmers, extension workers, producer organizations, and the private sector players to enhance prevention measures and adjust their behavior/ practices and make decisions that adapt to dealing with the challenges posed by COVID-19.

For instance, there is a need to change the way extension services are delivered, the ways farmers interact with service providers and trainers, holding of AGMs at the cooperatives among other dynamics. These messages are designed to inform stakeholders on how to adapt to these situations in addition to supporting the existing local and national efforts to curb this spread.

Why radio?

Radio is still, on average, the most common method by which farmers access agricultural information – after friends and family. It is estimated that over 80% of populations in sub-Saharan Africa have access to a radio set and use it regularly (ICT Update, 2019).

Local radio stations are therefore the best channels for mobilizing farmers, extension staff and producer organizations to participate actively in agricultural extension services and disseminating other critical information such as COVID-19 awareness.

The objective of the assignment

To increase the success of communication efforts, the project seeks to collaborate with a media agency to implement this campaign and reach the target audience.

Heifer, therefore, intends to use identified partner radio stations and other media platforms to disseminate information on the implications of COVID-19.

Overall objective

The main aim of this campaign is to sensitize staff, extension workers, farmers, staff working in Producer Organization to stay safe from the transmission and spread of coronavirus (COVID-19) through information sharing and protection support.

Specific objectives

  • Enhance stakeholder’s capacity through community awareness, prevention and sensitization of COVID-19 best practices
  • To cascade public health information on COVID-19 practices to the farmers and their communities.

Scope of work and objectives

Upon award, the consulting agency will be required to;

  • Attend an inception meeting at Heifer Kenya, after that submit an inception report with detailed scope, work plan, and timelines
  • Conduct an assessment of radio stations in the seven catchment counties and prioritize potential campaign partner stations
  • Work with Heifer communications team towards developing campaign plans and schedule, formulate scripts based on need
  • Identify the COVID-19 awareness messages and other information needs of the target audience (farmers, Community Facilitators (CFs), Dairy Farm Assistants (DFAs), Extension Officers(EOs), Producer Organizations) and develop production and or dissemination plans with radio stations for placement in the appropriate programs. Ensure relevant listener-led programming that is responsive to the needs of KEMDAP market actors
  • Submit packaged messages to Heifer before broadcasting/disseminating
  • Disseminate to the selected radio stations the messages in appropriate languages.

Expected deliverables

  • An inception report detailing a clear implementation strategy for the activity with detailed scope, detailed work plan and timelines
  • A radio station identification report
  • Offer document for distribution to potential partners
  • Strategy for collaboration: Signed agreements/MoU with identified radio stations to guide future collaboration with Heifer Kenya
  • Campaign evaluation report upon completion.


  • As part of the technical proposal, the applicant will be required to provide a detailed work plan of how this assignment will be implemented. This may be reviewed during inception.

Assignment duration

The duration of the assignment shall be three months.

Radio station identification should be completed within two weeks of contracting. Applicant must demonstrate sufficient capacity to handle all seven counties.

Supervision of the consultant

The successful applicant will work under the direct supervision of the Information and Communication Officer and KEMDAP Project Manager.

The Director of Programmes will provide overall assignment oversight.

The consultant, under the duration of the contract, will also work closely with the technical teams in the project areas.

The application requirements

  • Letter of expression of interest and demonstration of capability.
  • Cover Page (includes; program title, Name of organization/company, contact details – the name of the contact person, physical address, phone number, and email address).
  • A technical proposal detailing your understanding and how you propose to undertake the assignment, and work plan. Include at least three previous clients and their contacts to act as references and CV(s) of the person(s) to be engaged on the assignment.
  • Cost proposal/budget – Applicants should submit a detailed budget in excel format, accompanied by a narrative that explains the basis of the estimate for each line item. Cost in USD and KSh.

Total assignment cost

  • The total assignment cost is subject to Withholding tax.


It should be noted that all the information collected in the process of undertaking this exercise, together with the reports, shall be the property of Heifer International.

Application submission

All applicants should submit their applications to procurement@heifer.org with the subject line labelled ‘HEIFER COVID-19 RADIO CAMPAIGN’.

Closing date for applications is Friday 26th June 2020 at 12:00 pm

Communications and Media, NGO and UN
Updated: June 23, 2020 — 7:29 am